After the greeting "Apple Care", one will be prompted with an option to get help in Spanish.
If calling from an iPhone with a registered Apple account, system will pull up your record and greet you by your name (nice touch!)
Afterwards you will be asked to say the name of an apple product your need help with. If no answer - the automated assistant will list all the supported devices. When you choose your device, the system will narrow down your options or offer to speak with a customer service representative. This system seems to quite advanced and response time is short.