v09044g40000d1vfb7vog65nus2gbrsg
Apr 20, 2026 17:16
· 2:06
· English
· Whisper Turbo
· 2 speakers
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Speaker 1 (v09044g40000d1vfb7vog65nus2gbrsg)
Marketing is about values. This is a very complicated world. It's a very noisy world. And we're not going to get a chance to get people to remember much about us. No company is. And so we have to be really clear on what we want them to know about us. The way to do that is not to talk about speeds and feeds.
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Speaker 1 (v09044g40000d1vfb7vog65nus2gbrsg)
It's not to talk about MIPS and megahertz. It's not to talk about why we're better than Windows. The dairy industry tried for 20 years to convince you that milk was good for you. It's a lie, but they tried anyway. And the sales were going like this. And then they tried Got Milk, and the sales were going like this. Got Milk doesn't even talk about the product. Matter of fact, it focuses on the absence of the product.
0:57
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Speaker 1 (v09044g40000d1vfb7vog65nus2gbrsg)
But the best example of all and one of the greatest jobs of marketing that the universe has ever seen is Nike. Remember, Nike sells a commodity. They sell shoes. And yet when you think of Nike, you feel something different than a shoe company. In their ads, as you know, they don't ever talk about the products. They don't ever tell you about their air soles and why they're better than Reebok's air soles. What does Nike do in their advertising?
1:24
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Speaker 1 (v09044g40000d1vfb7vog65nus2gbrsg)
They honor great athletes and they honor great athletics. That's who they are. That's what they are about. A lot of things have changed. The market's a totally different place than it was a decade ago. And Apple's totally different. And Apple's place in it is totally different. And believe me, the products and the distribution strategies and the manufacturing are totally different. And we understand that. But values and core values, those things shouldn't change.
1:54
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Speaker 2 (v09044g40000d1vfb7vog65nus2gbrsg)
The things that Apple believed in at its core are the same things that Apple really stands for today.
This transcript was generated by AI (automatic speech recognition). May contain errors — verify against the original audio for critical use. AI policy
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