The Apple Computer Co. Philosophy – 1977
In 1977 when the Apple Computer company was created they put their principles down in a one-page paper called “The Apple Marketing Philosophy”. It had 3 points. Empathy, Focus, Impute.
Empathy was about empathy with the customer: Truly understanding the needs of the end user better than any other company.
Focus was about eliminating the lots of unimportant things so as to do a good job of the important.
Impute is about having the packaging impute a sense of quality into the product when the person opens the box, because people do judge a book by the cover. Â Steve Jobs later said ” When you open the box of an iPhone or iPad, we want that tactile experience to set the tone for how you perceive the product” Â (Steve JobsÂ p78)
Empathy is about understanding people. Focus is about doing a few things well. Impute is about good marketing. I think Apple still do all these things exceptionally well. The iPhone 34 years later embodies this philosophy.