"Design is preeminent, it's paramount at Apple," says Lashinsky. "At Apple, it would be preposterous for a financial person to tell a designer, oh, we can't do that because it's too expensive, or we're not familiar with the kind of machines that it would take to build that. The designer would say, 'It's as if you're speaking Greek to me. I just said this is what it's going to look like. You go figure out how to make it and you figure out how to price it and how to cost it out.'"
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