“Many companies struggle with the question of whether to develop UX strategy, research, and design capabilities internally, or to engage external UX firms as-needed when projects arise. Companies must forecast their need for these services on a long-term basis, and weigh the comparative costs and benefits of each approach. But is it purely a question of economics? Does an external UX team offer value beyond the flexibility and overall cost savings of not maintaining an internal team? When asked only in the context of individual projects, the answer to this question is probably ‘no’. For a single project, the rationale for engaging an external UX firm may remain purely financial. But it’s crucial to ask a broader question: how effective will each approach be at fostering ongoing UX innovation, beyond the limits or needs of existing projects?”
I would say AAPL, but that’s problably not a satisfying answer.