dare to stick with your design?

Apparently the design folks at Apple have balls to hold on to their design. Here's an example, interestingly, through the eyes of Foxconn (Yes, that Foxconn, whose 12 workers ended their lives by jumping out of the buildings):

When Apple's iPhone4 was nearing production, Foxconn and Apple discovered that the metal frame was so specialized that it could be made only by an expensive, low-volume machine usually reserved for prototypes. Apple's designers wouldn't budge on their specs, so Gou ordered more than 1,000 of the $20,000 machines from Tokyo-based Fanuc. Most companies have just one.

Of course those Apple folks don't have more balls than designers elsewhere. They dare to do that is only because their boss is called Steve Jobs. So execs, be careful when you try to join the fashionable design talking. Everything comes with a cost.