There are different people from different orgs that have different perspectives and opinions. I'm using terms like "marketing" and "services" instead of "Apple" here because referring to Apple as a singular entity makes it easy to forget the company is not a hive mind. A smaller amount still result in the executive review board changing how the marketing and services teams believe the technology should be used. Some don't, however, and face post-approval rejection - in whole or in part.
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