The document discusses the shift from a service economy to an experience economy, where consumer spending is increasingly focused on memorable experiences over products alone. It notes that 60% of Apple's income now comes from services rather than hardware sales. The rise of the experience economy was defined in 1998 by Pine and Gilmore's book "Welcome to the Experience Economy". The document also mentions the large number of design programs and graduates in China, and questions how British design consultancies are responding to these changes.
