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Has Apple Lost Its Core?

In 1997 Steve Jobs was back at Apple. He went back to basics with what Apple stood for, what they believed in, and where they fitted in the world.

Here is what Steve Jobs said:

• It’s not to talk about speed and fees.
• It’s not to talk about bits and megahertz.
• It’s not to talk about why we are better.

"Our customers want to know who is Apple and what do we stand for? Where do we fit in this world?"

"Apple at its core:  We believe that people with passion can change the world for the better."

Brand … not product!