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The Street
The Street
By Luc Olinga Apple is a brand in its own right. The largest company in the world in terms of market value embraces discretion. This is its strength. But the Cupertino, Calif.-based giant also knows how to be vocal and how to pick the right time to make a statement. The goal is to ensure that the message will be well received. In recent years, the brand, which is worth $2.8 trillion in market capitalization, has taken a position on various social issues, breaking with the neutrality required of multinationals. Last year, Apple was one of the companies which announced its intention to remedy th…
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