Marketing is about values. This is a very complicated world. [music] 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 [music] on what we want them to know about us.
The way to do that is not to talk about speeds and feeds. It's not to talk about nips [music] and mehertz. It's not to talk about why we're better than Windows.
The dairy industry tried for 20 years [music] 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 have gone like this. Got Milk doesn't even talk about the product.
Matter of fact, it focuses on the absence of the product. [laughter] But but but the best example of all and and one of the greatest jobs of of marketing in the the universe has ever seen is Nike. Remember [music] 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 sooles and why they're better than Reebok airsouls. What does Nike do in their advertising? They honor great athletes and they honor [music] great athletics.
That's who they are. That's what they are about. [music] Our customers want to know who is Apple and what is it that we stand for.
Where do we fit in this world? Apple at the core, its core value [music] is that we believe that people with passion can change the world for the better. and that those [music] people that are crazy enough to think they can change the world are the ones that actually do.
A lot of things have changed. The market's a totally different place [music] 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 manufacturing are [music] totally different. And we understand that.
