It's been stated again and again that Apple doesn't run such tests on their products. They make their products to feel good for them. See, saying that sales ar

It's been stated again and again that Apple doesn't run such tests on their products. They make their products to feel good for them. See, saying that sales are drying up is a completely different thing. You'd be stupid not to change from that. I thought your question was about the intuition-based design process, period, because you can design intuitively and NOT lose all your profit. The 37signals design isn't making sales dry up, for instance, even if they didn't run tests on it. It's subjectively a much better page. Obviously there a "don't do stupid stuff" rule in place, where if intuition is very, very wrong you slap the intuitor and start again.