"Then you have companies with secrecy, like Apple. I think this advice would be terrible for them (I have never worked there, and am open to correction). They c

"Then you have companies with secrecy, like Apple. I think this advice would be terrible for them (I have never worked there, and am open to correction). They can't dog food it widely due to the internal silos, and they certainly cannot test it with the public" I fear that this myth is capitalized on by Apple under the hypercapitalist Auteur theory.[1] The value of magic tricks is that they create awe and surprise, when in reality they can often be a by-product of misdirection and street-level sleights.[2] This is not to suggest that Apple is going out onto street corners and asking random individuals for their opinions, but rather that part of the corporate myth making is likely obscuring process. [1] http://www.youtube.com/watch?v=p9dmcRbuTMY http://www.youtube.com/watch?v=p9dmcRbuTMY [2] I believe there is a court testimony document discussing Apple's market research team via Phil Schiller. Contrast this with Mr. Schiller's other comments about avoiding market research.