So why not defer Apple gadget lovers seeking support to an Apple Store Genius? After all, Apple Stores have a little-known employee, called a business manager, who functions as a resource for business users. Also, some Apple Stores have customer briefing rooms featuring Apple-minded vendors with a business angle, such as , a desktop virtualization solutions provider.

But CIOs can't expect the CEO and other high-level executives to trot down to the Apple Store whenever their iPads start acting up. Besides, iPads and iPhones are mission-critical devices that require the highest and quickest level of help desk support.

Bottom line: CIOs at companies that allow iOS devices, either company-owned or BYOD, will have to invest in some kind of internal Apple support. Just don't expect an increase in resources to go with it.

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in CIO's Consumer IT Drilldown.