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Make Something Wonderful

Steve Jobs

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gh to work with several years ago. We created some award-winning work, including the commercial voted the best ad ever made, “1984,” by advertising professionals. We started working about eight weeks ago. The question we asked was, “Our customers want to know: Who is Apple, and what is it that we stand for? Where do we fit in this world?” And what we’re about isn’t making boxes for people to get their jobs done, although we do that well. We do that better than almost anybody, in some cases. 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. And we’ve had the opportunity to work with people like that. We’ve had the opportunity to work with people like you, with software developers, with customers, who have done it— in some big and some small ways. And we believe that in this world, people can change it for the better. And that those people that are crazy enough to think that they can change the world are the ones that actually do. And so, what we’re going to do, in our first brand-marketing campaign in several years, is to get back to that core value. A lot of things have changed. The market