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Hidden in the Craze of the Apple Polishing Cloth is a Lesson in Brand Persuasion


It’s not about the cloth. It’s about how Apple manages to speak to a loyal fan base and wins each time. On October 18th, Apple’s 6.3-by-6.3-inch Polishing Cloth hit the market for an eyebrow-raising $19. If you’re like me, you’re probably thinking “who would pay $19 for a piece of cloth?” As it …

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