The Apple Marketing Philosophy:
Empathy
We will truly understand their needs better than any company.
Focus
In order to do a good job of those things we decide to do we must eliminate all of the unimportant opportunities.
Impute
People DO judge a book by its cover.
We may have the best product, the highest quality, the most useful software, etc; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, a professional manner, we will impute the desired qualities.
Mike Markkula
January 3, 1977
