Once Ibm Gains Control Of A Market

Great Things In Business Are Never Done By One Person, They're Done By A Team Of People.

Marketing Is About Values. It's A Complicated And Noisy World, And We're Not Going To Get A Chance To Get People To Remember Much About Us. No Company Is. So We Have To Be Really Clear About What We Want Them To Know About Us.

I Was Actually A Fruitarian At That Point In Time. I Ate Only Fruit. Now I'm A Garbage Can Like Everyone Else. And We Were About Three Months Late In Filing A Fictitious Business Name So I Threatened To Call The Company Apple Computer Unless Someone Suggested A More Interesting Name By Five O'clock That Day. Hoping To Stimulate Creativity. And It Stuck. And That's Why We're Called Apple.

You Can't Look At The Competition And Say You're Going To Do It Better. You Have To Look At The Competition And Say You're Going To Do It Differently.

Our Approach Is To Think Of Companies Not As Businesses But As Collections Of People. We [apple]want To Qualitatively Change The Way People Work. We Don't Just Want To Help Them Do Word Processing Faster Or Add Numbers Faster. We Want To Change The Way They Can Communicate With One Another. We're Seeing Less Paper Flying Around And More Quality Of Communication.