I would like to add another MacBook Air 13" (Mid-2012) to the list, from India. It is 78 days out of warranty.
How it happened?
Was reading something on Wikipedia, the system hung. Cmd-opt-esc didn't work. Powered it down using the power key. Upon rebooting, the same flashing folder.
What I did?
Tried resetting PRAM and SMC, no effect. Booted into Internet Recovery, Disk Utility didn't show my SSD, just a 33kb Sandforce (which perhaps is the controller).
Called up Apple's hotline, got disconnected after a few minutes, received a callback. Upon explaining the situation, I was forwarded to a Senior.
After making a case for myself, I was asked if I was aware of the AppleCare available, I didn't know about it, now that I have encountered this problem I read it on these forums, so silly of me..
Then, I was asked if I owned any other Apple products. I do own some other Apple products. I was asked to e-mail their serial numbers to the senior.
Now the next day, I was called by the same senior technician to ask whether I could take the laptop to the local Apple service provider the same day. I did.
Recieved a call when I was at the service provider, the senior asked a couple of questions to the service provider, which I want able to hear. Basically, the service provider asked for some time to fully diagnose the problem. The time was two days, actually one working day.
I was asked to leave the laptop with him for diagnosis. The senior technician told me that I'll receive a call from them when the report is mailed to them. There's one full day left..
Let's see, if the laptop gets a one time exception.
The Apple customer support and the Apple service provider have both been very polite till now. To anyone who experiences a similar problem, try booting into recovery and reinstalling. If it doesn't work, please do call Apple and let them know. Be polite while talking with them, as it was not them who designed/manufactured this SSD.
They want to help you out as long as you have a valid case.
P.S. Will post an update tomorrow about the situation.