Under CEO Tim Cook, Apple has one of the world’s most efficient supply chains. Yet critics insist it has lost its mojo. A smartphone that gives users Superman-style X-ray vision might just change that perception.
Apple’s visionary founder Steve Jobs once said: “I have lived my life either through a Beatles or a Bob Dylan song.” The remark seems peculiarly apt for the business Jobs created – which shares its name with the Beatles’ own record label – because Apple has never been about business as usual.
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