Apple began with Steve Jobs and Steve Wozniak marketing primarily at trade shows, and now the iPhone has made it $4 trillion firm with ubiquitous advertising. But throughout, Apple has used sometimes terrible branding to sell us all on its products.
Today you know that every smart strapline like “thinpossible” or “Awe Dropping” has been user-tested, surgically examined by committees, and only put out when Apple is certain it’s the greatest thing ever. That’s far from unreasonable or even unusual, but it’s a striking difference to how it used to be — and even to how the entire name of the company was chosen.
This is a case of where you can pick from at least a handful of origin stories, usually involving Steve Jobs driving by an apple orchard. Or maybe living on one.
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