There are people that know more about Apple's rise to success -- and recent dominance over the PC market -- than I do. That's for sure. But I do know this, as you probably do too:
Apple's Foundational Message never wavered: Your life is interesting, your tastes are your own, your kids are beautiful and do charming stuff that will always melt your heart; you are waiting to tell stories, share music and photos in ways that celebrate your life with tools as beautiful and captivating as the most precious sea shell or modernist miniature sculpture.
Your life is most beautiful in an Apple Store, which closely resembles a West Los Angeles art gallery. You are also the art. At the center of the affordable tech sculpture for sale is a hologram of your world.
Apple's Foundational Story was (and is) live a digital life that makes your life more meaningful and beautiful...
And PS, don't worry about anything, you don't have be afraid of what you don't know, you'll be so curious about what you can do with this, you'll override every technical challenge with your human desire to connect to something deeper -- in your own life -- and with the lives of others.
The keeper of runes, the geek, the one who used to be paid handsomely for all of his secret pc knowledge, was stripped of his wizard status...
He was tarred and feathered, was caught embezzling -- siphoning off for himself -- the joy of everyday life. So the PC was publicly denounced and humiliated in front of millions in Apple's commercials. "PC" might as well stood for "poor choice".
Apple's Foundational Story, at its core, has always been about killing the wizard, the know-it-all, the voice of authority.
Apple has always been about enticing people with beautiful things that capture the magic brewing in their OWN lives. They market using the emotive mind. And engineered their machines with the emotive mind, in mind.
It's no wonder Apple's web site is studied by so many companies about to revamp theirs....but of course it's NOT their web site that needs studying, it's their Foundational Story that makes it rock.
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