Early on, Mike Markkula had taught Jobs to “impute”—to understand that people do judge a book by its cover—and therefore to make sure all the trappings and packaging of Apple signaled that there was a beautiful gem inside. Whether it’s an iPod Mini or a MacBook Pro, Apple customers know the feeling of opening up the well-crafted box and finding the
... See moreWalter Isaacson • Steve Jobs: The Exclusive Biography
Apple's Marketing Philosophy in One Page:
It is not the same at many other companies. Companies that define themselves by WHAT they do instead of WHY they do it instruct their people to be innovative around a product or service. “Make it better,” they are instructed. Those who work for Apple’s competitors, companies that have defined themselves as “computer manufacturers,” come to work to
... See moreSimon Sinek • Start with Why: How Great Leaders Inspire Everyone to Take Action
Let's do a simple exercise with Apple.
First and foremost, Apple values the individual. It is seen in the hero worship of the founder, Steve Jobs. In ads such as "Here's To The Crazy Ones". It's the underlying principle of why they make personal computers for personal empowerment.
The invisible hand value is status. Acquiring an Apple product is an e... See more
First and foremost, Apple values the individual. It is seen in the hero worship of the founder, Steve Jobs. In ads such as "Here's To The Crazy Ones". It's the underlying principle of why they make personal computers for personal empowerment.
The invisible hand value is status. Acquiring an Apple product is an e... See more