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Apple's DNA
The great thing is that Apple's DNA hasn't changed," he says. "The place where Apple has been standing for the last two decades is exactly where computer technology and the consumer electronics markets are converging. So it's not like we're having to cross the river to go somewhere else; the other side of the river is coming to us.
That was Steve Jobs six years ago, and it's proven true each year since. For those wondering how Apple maintains its success, this is it.
The more competitors think Apple's success is only marketing, being cool or having fanboys, the less likely they'll catch up to Apple trying to imitate it. Meanwhile, the Apple Jobs built doesn't spend time chasing the latest strategy du jour. Instead, their focus is to deliver beautiful, functional, easy to use devices, and people will "cross the river" for those.
Observatory on the different-thinking iCEO
What’s really important is what Steve had to say. His presentation is both a primer on the value of brand advertising and an insight into the soul of a company. If you dismiss it as yet another example of Steve Jobs programming his automatons, well — you just don’t get it. This thinking is what separates Apple from the hundreds of companies who simply churn out products.
The Think Different ads were about identifying who Apple's heroes were and defining the company based on that criterion. Steve Jobs felt you could judge a lot about an individual or company by who they most admired, and I still believe there's some truth to that.
But even beyond letting the public know, after a decade of raising prices and producing relatively generic Macs the Think Different campaign was about reminding Apple who they were. It worked.
