People DO judge a book by its cover

The Apple Marketing Philosophy

Empathy We will truly understand their needs better than any other 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 the in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.

Mike Markkula January 3, 1977