Apple Wins With Design

Corporations would be well advised to consider the power of design in the New Economy. In an era of rapid technological change, when no one knows what will work in the marketplace, design is emerging as a pathfinder pointing to possible new directions for mobile Net devices, Web sites, cell phones, home medical equipment, and even the personal computer. Few companies understand the bottom-line prowess of design better than Apple. Corporations around the world should be benchmarking Apple's technique for incorporating design into the heart and soul of its business model.

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