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On Tuesday, Apple will unveil new hardware and software at its live product announcement event. By now, the events are quite routine. But Apple invented the spectacle. Technology watchers paid attention to these events because the late Steve Jobs made them exciting. Mark Wilson, senior writer at Fast Company's Co.Design, joins Marketplace Tech host Ben Johnson to tell the story of a well-known designer who was lured to Apple by the way the company approached design.

Click the audio player above to hear more. 

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Follow Ben Johnson at @@TheBrockJohnson