Apple To The 9th Power

The fourth quarter of 2006 was good to Apple: $7 billion in sales, $1 billion in profits. That should give them something to iPhone home about. One thing that has always seemed amazing about Apple, even before iTunes and iPod, has been their ability to draw attention to the company in spite of only having about a five percent share of the computer market. Never underestimate the power of a cult brand, product innovation, an excellent pitchman in Steve Jobs, and great advertising.

And speaking of advertising, as we approach Super Bowl XLI, there’s a rumor there could be an ad in the game announcing that Apple Inc. and Apple Corporation (as in the Beatles) are getting together to make some music history and further solidify iTunes dominance. Apple has a great track record with Super Bowl announcements. The famous Apple 1984 TV ad has often been touted as the greatest Super Bowl commercial of all time, and it is considered by others as the best TV commercial ever. Period.

Even though Apple doesn’t use the “Think Different” slogan anymore in its advertising, that spirit seems to live on at Apple and keeps moving the company forward. Below is the famous poem that that was promoted with that slogan. Something tells me Steve Jobs has a copy of it hanging on the wall of his office.

Here’s to the crazy ones.
The misfits.
The rebels.
The troublemakers.
The round pegs in the square holes.

The ones who see things differently.

They’re not fond of rules
And they have no respect for the status quo.

You can praise them, disagree with them, quote them,
disbelieve them, glorify or vilify them.
About the only thing that you can’t do is ignore them.

Because they change things.
They invent. They imagine. They heal.
They explore. They create. They inspire.
They push the human race forward.

Maybe they have to be crazy.
How else can you stare at an empty canvas and see a work of art?
Or sit in silence and hear a song that’s never been written?
Or gaze at a red planet and see a laboratory on wheels?

We make tools for these kinds of people.
While some may see them as the crazy ones, we see genius.

Because the people who are crazy enough to think that they can
change the world, are the ones who do.

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