Thoughtful, detailed coverage of the Mac, iPhone, and iPad, plus the best-selling Take Control ebooks.

 

 

Author Biography

Dr. Simon Spence has spent nearly 20 years as a Mac consultant in Dublin, Ireland, and has worked with multi-nationals such as Intel, Nokia, and Vodafone on brand personality and identity. (March 2010)

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Pick an apple! 
 
Create Multiple Inspectors in iWork

Tired of flipping between panes in the Inspector in Keynote, Pages, and Numbers? You can open multiple copies of the Inspector window with View > New Inspector, but even better, you can Option-click one of the icons at the top of the Inspector window to open that pane in a new Inspector.

 
 

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Pre-ordering the iPad: It's All about the Brand

The Branding of Apple: The Retail Bridge

The Branding of Apple: Apple's Intangible Asset

The Branding of Apple: Brands Embody Values