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! 
 
Show Hidden Files in Open/Save Dialogs in Snow Leopard

In Snow Leopard, if you want to show otherwise hidden files in Open and Save dialog file lists, just press Command-Shift-period. Pressing it again hides the files.

 
 

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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