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Essay text:
Knowing how customers think, what they want and how they make decisions provides the information to provide the customer with a value for money experience. The Apple brand must create a desire to own and reward the user with more than just the basic tangible product functionality. Good customer and product support enhances the value perception and experience for the user.
This customer focus enables Apple to create innovative products in early markets. Apple builds on its core-competency to integrate open standards or reinvent into a fit for purpose product with necessary proprietary protection...
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