Empowering the individual spirit is WHY Apple exists.

"Jobs and Clow agreed that Apple was one of the great brands of the world, probably in the top five based on emotional appeal, but they needed to remind folks what was distinctive about it. So they wanted a brand image campaign, not a set of advertisements featuring products. It was designed to celebrate not what the computers could do, but what creative people could do with the computers. " This wasn't about processor speed or memory," Jobs recalled. " It was about creativity." It was directed not only at potential customers, but also at Apple's own employees: " We at Apple had forgotten who we were. One way to remember who you are is to remember who your heroes are. That was the genesis of that campaign.

So that’s our approach. Very simple, and we’re really shooting for Museum of Modern Art quality. The way we’re running the company, the product design, the advertising, it all comes down to this: Let’s make it simple. Really simple.” Apple’s design mantra would remain the one featured on its first brochure: “Simplicity is the ultimate sophistication.

Apple inspires. Apple starts with Why.

Nobody can deny that Apple is fashionable, and most iPhone users buy the newest so they can be fashionable. To do this right, Apple needs a new phone every quarter.

Apple is the most successful Design House in the world.

[Apple] carries a valuation of an image that is over-inflated due largely to the powerful efforts of Steve Jobs who made the company appear magical. As we end the year, the valuation of the company appears to have massive downward pressure and this is largely because the architect of that massively powerful image has passed — and along with that passing Apple's apparent leadership.

Apple at the core, its core value, is that we believe that people with passion can change the world for the better. … And that those people who are crazy enough to think they can change the world are the ones who actually do.

Apple's store is like having a 30% tax on the Internet. Definitely not ok. Literally 10 times higher than it should be.

One of the talents of the [late] great Steve Jobs is that he [knew] how to design Medusa-like products. While every Macintosh model has had flaws (some more than others), most of them have has a sexiness and a design sensibility that has turned many consumers into instant converts. Macintosh owners upgrade far more often than most computer users for precisely this reason.” (p.98)

Apple's a company whose valuation is based on the fact that they've got recurring, blockbuster products, that the, the lack of those, of late, is just killin' 'em.

Despite their old marketing campaign, Apple is not the company "for the rest of us." Apple's primary goal is meeting Apple's goals, often without regard to who is hurt along the way.

I get asked a lot why Apple's customers are so loyal. It's not because they belong to the Church of Mac! That's ridiculous.

The greatest thing Jobs designed was his business. Apple imagined and executed definite multi-year plans to create new products and distribute them effectively. Forget “minimum viable products” — ever since he started Apple in 1976, Jobs saw that you can change the world through careful planning, not by listening to focus group feedback or copying others’ successes.