It gives them something to put on the box in addition to what they're required to say, "Made in China" (which doesn't differentiate them from any other consumer electronics product).
Instant brand equity in some markets.
And have fun in Germany with obi.com. They are in a different sector but are such a strong brand over here, they might litigate.
> ...
> The hardest part of the design was not coming up with cool-looking designs," Sculley says. "It was sweating the details over in the Chinese factories, who just were not accustomed to having this quality of finish, all of these little details that make a beautiful design. We had teams over in China, working for months on the floor every day. We intend to continue that process and have budgeted accordingly.
So, how long do you think it will take the other (Chinese) companies to reach the same level, given that you teach them?
There is so much to love about what these folks are doing.
I've read a German translation with a totally different title, but I think it is "Odyssey: Pepsi to Apple".
