tags front
title The Apple Marketing Philosophy

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[Image - The Apple logo in rainbow colors]

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## 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 them 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