Based on the article https://hbr.org/1995/01/capturing-the-value-of-supplementary-services, please help me answer the following questions:

1. Why should managers evaluate their services to determine which must be provided as standard and which can be provided as options? 2. Why did Apple Computer reduce costs by developing naked solutions for each customer segment? 3. Why can suppliers increase profits by recasting infrequently performed services like an installation as value-added options? 4. Why does introducing new services as options enable companies like R.R. Donnelley will determine how much customers value them.