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There is no need to be transparent. Acting in the exact opposite manner is what brought Apple success since Jobs' return. There is nothing unethical in this position....
I disagree more than agree with the above. Although being secretive is characteristic of Apple's behavior that is not the key element to their success.
IMO, challenging the status-quo where they deem they can make a difference (whether thru their product engineering, stores design, or manufacturing process, etc) is what led to Apple's success.
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