I was just looking over the letter Steve jobs sent to Apple employees back on Sept. 26th regarding the "Think Different" ad campaign. Here's a brief excerpt:
"This marketing campaign is the beginning. It will let our customers know that Apple is coming back, and returning to the core values which made it great. And as the coming months unfold, our customers will learn that Apple itself is thinking differently-in its products, its manufacturing, its distribution. In the partnerships it forms. And in its new attitude of renewed momentum and confidence."
I was particularly interested in the way Jobs set off "In the partnerships it forms" in a separate sentence (well, technically not a sentence, but...). Obviously, this theme of new partnerships has been in the front of Jobs' mind for some time now. The MSFT announcement was the first big shock, of course, and ORCL/KU/AAPL could be the next. I just thought this was an interesting little bit of history. Check out the entire letter, for those who haven't seen it, at:
<http://www.apple.com/thinkdifferent/>
Seven days and counting....
Mark |
