I LOVE MY APPLE

Apple was nearly bust a decade ago. And then Steve Jobs who'd founded the company and had been ousted returned. He diagnosed the problems.

Apple had a long, dull product line, terrible logistics and was a challenger brand whose biggest enemy was itself. Michael Dell actually tough Apple should shut down, it was that bad. Jobs shortened the line radically, insisted the products become "sexy", launched the living poster sites of Apple Store and went on a crazy crusade of rentless improvement. As an astute marketer who never used research to tell him what people would like, Jobs understood that he was in the costumer appliance business, not the computer business. 

He made people around him do simple things brilliantly. Apple is a legend as a leader of markets that never stops trying to do it better, or faster, or lighter or brighter. When Jobs said to Jonh Scuelley (then  a Pepsico) " Do you want to spend your life selling sugared water or do you
want to try and change the world?" he was showing himself to be a great salesman and a visionary. Apple actually has changed the world.