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Ji, a slight man who accompanies handshakes with a subtle bow, has yet to embrace the trappings of executive life. His daughter, Jean, 24, who with her mother joined Ji in 1994, says her father eschews luxury items. A Cartier watch, a gift from Hsu, sits ignored in a drawer while Ji continues wearing the same beat-up Swiss-made Cyma timepiece that he's been changing wristbands on for at least a decade. An employee was recently shocked to find Ji, ever practical, scrubbing the men's room at company headquarters. Such modesty fits nicely with Apex Digital's products, which, Ji and Hsu say, are "for the average American"--for people like themselves. --By Leslie Berestein/Ontario