title: Apple's way will bear most fruit.
authors.affiliation: Ernst & Young's, USA.
authors.forename: Alpesh
authors.initials: A
authors.lastname: Patel
authors.forename: Richard
authors.initials: R
authors.lastname: Ingleton
mesh_terms: D002755:Choice Behavior; D003132:Commerce; D006779:Hospitals, Public / Q000458:organization & administration*; D006801:Humans; D008389:Marketing of Health Services; D017146:Models, Organizational; D017149:Private Sector; D013222:State Medicine; D006113:United Kingdom