September 23, 1981: Years before Steve Jobs would tell us to “think different” and Tim Cook would say Apple should act as a “force for good,” Cupertino lays out what it calls its “Apple Values.”
Despite being written almost 40 years ago, the values Apple viewed as crucial to its brand remain relevant today. They demonstrate that Apple always has been a company that’s about more than just selling computers.
Watching Monday morning’s “It’s show time” keynote, I was struck by how much Tim Cook is stamping his values on what Apple is doing.
While writing a book about Cook last year, I accidentally stumbled on six values he has been championing at Apple:
These are the things Cook has been pushing internally since taking over from Steve Jobs in 2011. These are the priorities of his leadership, reflecting the things he wants to get done and the internal values that guide what Apple employees do and how they do it.
Monday’s keynote was a chance to witness these values in action, to see the kinds of products and services his priorities are helping to create.
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