Macworld

WWDC 2018: Apple’s counterintuitive business moves

There’s a great scene in my favorite Christmas movie, Miracle on 34th Street, where a Macy’s sales manager is shocked to overhear the department store Santa Claus send a distraught mother to a competitor to buy a toy. But what starts as a fireable offense ends up becoming a marketing strategy, as Macy himself realizes that, counterintuitively, there’s a benefit to being seen as a store that cares more about its customers than its profits.

Apple, it seems, has taken this philosophy to heart. The company has always put

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