Sometimes, the planets align and you get handed a project like Apeelz: an idea elegant in its simplicity, practicality and usefulness. Mac owners are notoriously particular about their computers-- both the insides and the outsides-- and that’s where Apeelz came in. Apeelz were a very thin sheet of a flexible, naturally clingy, self-healing material die cut in the exact diagram and shape of each section of an Apple laptop.This innovative product protected laptops from scratches or mars in almost any way; special die cuts were provided for wrist guards, track pads and more. A limited budget meant upping the “bang for the buck” factor exponentially so retail was out. Instead, Apeelz went directly to its market via on-line sales through its website. The initial response was good, and word of mouth changed that to really good.So good, that it caught the notice of Apple who promptly had lawyers sending letters with phrases like: “copyright infringement” and “cease and desist”. Unfortunately, this time, Goliath won.