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One Redeeming Feature

San Francisco: rescue

The iPhone 5 will make the company billions.

But it is Apple’s Vertu moment.

And their creative leadership knows it.

Which will make retaining good talent an issue.

Photo: if you put your iPhone 5 to sandpaper, there’s moment in the sanding process where the backplate wears unevenly around the Apple logo. It’s one redeeming feature.