What do you think Apple stands for?

In a really good TED Talk, Simon Sinek tell us to "start with why". In a nutshell, he says that successful companies like Apple sell their products by selling us what they stand for: "People don't buy what you do, they buy why you do it." For the life of me, I cannot think of any slogan associated with Apple and what I thought they stood for was very different from what Sinek states in the video.

So here's my question: What do you think Apple stands for? Please leave me an answer in the comments.


I think there are quite a few things that Apple has said over the years that talk quite clearly what they stand for:

Steve Jobs speaking at the iPad 2 launch, 3 March 2011.
"It's in Apple's DNA that technology alone is not enough. It's technology married with liberal arts, married with the humanities that yields the results that makes our hearts sing. And nowhere is that more true in these post PC devices."

Tim Cook, Acting Apple CEO, January 2009

And most tellingly, Steve Jobs' Stanford Commencement Speech 2005:
Thanks Ian for the comment and for the links. I guess the best technological minds did not see the revolution that is iOS coming.
Another way of thinking about it is Apple's quiet and audacious planning for the last 10 years.

From this:

to this:

- Ian

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