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
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This is the first principle of our company.