Empathy towards brands can be measured; Apple users show strong emotional responses to news about their brand, while Samsung users often exhibit indifference or even pleasure at negative news about Apple.

The story of Apple isn't about Apple; it's about the customer being the hero in the story, with Apple playing a supporting role. People don't buy the best products; they buy the products they can understand the fastest. Apple has inserted itself into the customer's story like no other technology company, making it the largest technology company and one of the top ten largest companies overall.

Apple's success is attributed to its focus on core values rather than just product specifications, as demonstrated in the 'Think Different' campaign.

In a world where performance matters more than brand attachment, consumers will prioritize product experience and value over brand loyalty.

I find comparisons of companies like Xiaomi to Apple to be more about theft than flattery. When you invest years into creating something innovative, seeing it copied feels like a disregard for the effort and creativity involved.

Apple won the mobile battle with the App Store, which became a crucial platform for app distribution, unlike the fragmented app ecosystems of earlier smartphones.

Apple's success came from understanding that people felt intimidated by technology and wanted a simpler interface, leading them to market not just computers, but a resolution to the problem of intimidation.

I think Apple will lead the way in AR technology, focusing on privacy and user experience, which will set them apart in the market.

People often want constraints and to row in the same direction. After studying Apple, I realized that a functional structure, rather than a divisional one, can create a cohesive team that works together towards a common goal.