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Una dintre cele mai bune idei ale sale a fost sa regandeasca strategia de retail a companiei.

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de alte centre de retail sau distribuitori pentru a iti vinde produsele. A vrut sa ofere clientilor o experienta unica, astfel incat a decis sa angajeze arhitecti si experti in domeniu pentru a proiecta magazinul perfect. Strategia a ramas aceeasi precum atunci cand proiectau un produs nou: au fost create concepte care au fost imbunatatite de-a lungul timpului, pana cand s-a gasit reteta perfecta.

Astazi, echipele implicate in eforturile de design ale gigantului american sunt: Bohlin Cywinski Jackson, Eckersley O’Callaghan, Eight Inc., Gensler, si ISP Design, impreuna cu echipa proprie Apple.

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