Apple, as a company, has always extolled the value of putting the “personal” in “personal computer.” From its earliest days pushing back at the monolith of IBM and beige boxes that all looked like one another, to its more recent extremely personal devices like the iPhone, Apple Watch, and AirPods. But that ethos of “personal” technology has always been in fundamental tension with the company’s other overriding principle: Apple knows best. Whether it’s the design of its apps or
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