| Sumario: | The article presents part 2 of a blog from the journal's web site on design methods used by the computer company Apple Inc. and insights that can be learned by the human-computer interaction (HCI) community. The author notes a pervasive understanding that exists at the company regarding the link between good product design and sales. Apple workday operations that exemplify this finding are noted including the strength of top-down design work, the accomplishment of designs that are considered to be impossible upon first inspection, and differences between Apple design methods and so-called best practices in HCI.
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