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! 
 
Edit iCal Event Titles Directly

In the Leopard version of iCal, double-clicking an event shows a summary of the event, and to edit the name (or anything else), you must click the Edit button in the summary pop-up. To bypass the summary and edit pop-ups entirely, Option-double-click the event name. That selects the text for editing, and you can make any changes you want. Click outside the event to save your changes.

 
 

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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