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A former Apple executive turned wine entrepreneur is choosing a ‘long-term strategy’ over scale

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After decades chasing the next big thing in tech, Xander Soren is intentionally keeping his wine brand small enough to taste every decision. For most people, leaving Apple after two decades would mean stepping away from sleek design and obsessive detail. For Xander Soren, it simply meant translating those principles into a different medium and bottling them.