Many have described the user interfaces of products such as the iPhone and Surface as ushering in the post-WIMP (windows-icon-mouse-pointer) era.

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Like a broad-forces historian, he sets out to explain how a relative latecomer, starting out after Matsushita in the rubble of post-war Tokyo, should become a 20th-century icon with a brand name as well known around the world as Coca-Cola.

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