ROLLING MEADOWS, Ill. — Knowing your customers' needs is a major consideration for any company seeking to thrive in business. Knowing your equipment's capability is another, and in more ways than one. For Apple Press Ltd., equipment plays a huge role in the Exton, Pa.-based commercial printer's ability to "provide higher quality than the average 'value' shop and better value than the high-priced shop," according to Gary Gehman, president. "We're responsive to the demands of our customers," Gehman said. "They want quick turnarounds, economical products and a hassle-free print-buying experience. Fulfilling those requirements takes a high level of efficiency, the right equipment and quality people at the helm." Apple Press recently invested in new equipment with enhanced capabilities — a Screen PlateRite 8000 eight-up thermal platesetter, installed in October. "We moved to CTP for the simple fact that it's one of the only ways to ensure a competitive advantage," Gehman said. "With our old production environment, we had to make film and then strip and then plate. The lag time from receiving customer approval to going on press made it at times a challenge to keep the customer's due dates. Fortunately, CTP technology has been perfected, and the devices have become more affordable for medium-size printers."