By Aaron Pressman and Adam Lashinsky
July 11, 2018

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For all the effort companies put into crafting their strategies, hiring fancy-pants management consultants, and imagining their place in magic quadrants, sometimes a combination of luck and listening to customers is more important.

Perhaps the best example ever of these twin virtues—luck and listening—celebrates its tenth anniversary this week. Exactly a decade ago Apple opened the App Store, a relative afterthought in Steve Jobs’s vision of how customers should use his iPhone, released the previous year. Jobs initially abhorred the idea of allowing software developers to write programs for the phone. Apple would provide what was needed, thank you very much.

Apple-mad coders begged to differ. They exerted so much successful effort cracking the iPhone to add their programs that Apple had the presence of mind to change gears and host their apps—a lucrative switcheroo for Apple, its developer community, and customers.

Apple now celebrates the App Store’s history, as Fortune’s Emily Price recounts here. That history is a good reminder that it’s okay to admit mistakes—and downright petulant not to.

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Brainstorm Tech kicks off Monday in Aspen, Colo.

A few previously unannounced speakers include Elaine Chao, U.S. Secretary of Transportation; Mandy Ginsberg, CEO of Match Group; and Thomas Friedman, a guy who writes newspaper columns and books. His latest has something to say about our tech-obsessed pace of life.

The conference informally begins at the crack of dawn Monday, when a few of us cycle 25 miles up and down a mountain, and ends before lunch on Wednesday. Plenary sessions will be livestreamed here; watch Fortune.com for updates on everything that happens on every stage.

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Go England!

Adam Lashinsky
@adamlashinsky
adam_lashinsky@fortune.com

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