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Invincible Apple: 10 Lessons From the Coolest Company Anywhere
Get the picture? Computers should be more like sports cars and kitchen appliances. That’s Apple’s audience: high-end mainstream, the folks who buy — or aspire to buy — Porsches. You don’t connect with those consumers by listening to Silicon Valley. Techies, even after all these years of Apple watching, still get bogged down in specs, speeds, and developer contracts. Magic doesn’t happen in an echo chamber.

Great read. It gives a fascinating glimpse of what goes on behind the scenes at Apple.