The Power of Company Mottoes.
Jean-Louis Gassée
969

It seems to me that the mission statement for Apple is more, “We make the best mass-market computer hardware, and software and services that make it more valuable.” Here, “the best” is not bragging, but a statement of which part of the market they target. Also, it is no longer true that services only exist to increase hardware volume and margins — it’s now the fastest growing part of Apple’s profits.

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