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BLOG: Apple and the long campaign

Christopher Breen | Oct. 2, 2013
If you believe in a whiteboard strategy of planning your future in weeks, months, and years rather than simply reacting to what the other guy is doing, Apple is right on course.

iPhone 5c
And what about this product, last year's iPhone 5 packed into a colorful case? Where's the innovation? Heavens, the iteration? Colorful cases do not excitement make.

Except when they do. Innovation and iteration are all well and good, but when you're running a business there's no shame in making a boatload of cash by acknowledging fashion on occasion.


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