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! 
 
Sleep (and Lock) Your Screen

When you are walking away from your computer, it's fairly common practice to start your screen saver and lock your screen. But did you know that there is a built-in keyboard shortcut in Mac OS X to sleep the screen?

Press Control-Shift-Eject and your monitor sleeps without engaging the screen saver.

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Lewis

 
 

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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