Good morning.
We're up till three o'clock last night finishing this advertising.
I want to show it to you in a minute see what you think of it.
I've I've been back about eight to ten weeks and we've been working really hard.
What we're trying to do is not something really high flew.
We're trying to get back to the basics.
We're trying to get back to the basics of great products, great marketing and great distribution.
I think that that Apple has has pockets of greatness but in some ways has drifted away from from doing the basics really well.
So we started with the product line.
We looked at the product roadmap going out for a few years and we said a lot of this doesn't make sense.
It's way too much stuff and there's not enough focus and so we actually got rid of 70% of the stuff in the product roadmap.
I mean I couldn't figure out the damn product line after a few weeks.
I kept saying what is this model how does this fit?
I started talking to customers and they couldn't figure it out either.
So you're going to see the product line get much simpler and you're going to see the product line get much better.
There's some new stuff coming out that's incredibly nice.
In addition we've been able to focus a lot more on the 30% of the gems and add some new stuff in that it's going to take us in some whole new directions.
So we are incredibly excited about the products.
I think we're we're really thinking differently about the kinds of products we have to build.
The engineering team is incredibly excited.
I mean, I came out of the meeting with people that had just gotten their projects cancelled and they were they were three feet off the ground with excitement
because they finally understood where the heck we were going.
They were really excited about the strategy.
Marketing is about values.
This is a very complicated world.
It's a very noisy world.
We're not going to get a chance to get people to remember much about us.
No company is.
So we have to be really clear on what we want them to know about us.
Apple fortunately is one of the half-a-dozen best brands in the whole world.
Right up there with Nike, Disney, Coke, Sony.
It is one of the Great's of the great's.
Not just in this country but all around the globe.
But even a great brand needs investment and caring if it's going to retain its relevance and vitality.
The Apple brand has clearly suffered from neglect in this area in the last few years.
We need to bring it back.
The way to do that is not to talk about speeds and feeds.
It's not to talk about bits 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.
The sales were going like this.
Then they tried "got milk" and the sales have gone like this.
"got milk" doesn't even talk about the product the focuses is on the absence of the product.
The best example of all.
One of the greatest jobs of marketing in 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 Reeboks air soles.
What is Nike doing in their advertising?
They honor great athletes and they honor great athletics.
That's who they are that's what they are about.
Apple spends a fortune on advertising.
You'd never know it.
You never know.
So our customers want to know who is Apple and what is it that we stand for.
But Apple is about something more than that.
Apple at the core, its core value is that we believe that people with passion can change the world for the better.
That's what we believe.
A lot of things have changed.
The market is a totally different place than it was a decade ago.
Apple is totally different and Apple's place in it is totally different.
Believe me the products and the distribution strategy of manufacturing are totally different and we understand that.
But values and core values those things shouldn't change.
We wanted to find a way to communicate this.
What we have is something that I am I'm very moved by.
It honors those people who have changed the world.
Some of them are living some of them are not.
The theme of the campaign is "think different". The people honoring the people who think different and who move this world forward.
It's what we are about.
It touches the soul of this company.
So I'm gonna go ahead and roll it and I hope that you feel the same way about it that I do.
Here's to the crazy ones.
The Misfits, the rebels, the troublemakers, the round pegs.
In the square holes ones who see things differently.
They're not fond of rules and they have no respect for the status quo.
You can quote them. Disagree with them. Glorify or vilify them.
About the only thing you can't do is ignore them because they change things.
They push the human race forward.
While some may see them as the crazy ones we see genius.
Because the people who are crazy enough to think they can change the world are the ones who do.