And yet, while Apple has mastered these rules, most companies, even in 2025, seem to have never read them.
Three Words That Built an Empire
Markkula’s philosophy was not a product of corporate jargon or an MBA playbook. It was a razor-sharp distillation of how Apple would distinguish itself from the chaos of the tech industry. His first pillar, Empathy, demanded that Apple understand its customers better than any other company. This wasn’t just about listening to users but about anticipating their needs before they even realized them—something Steve Jobs later perfected.
Focus was a lesson in ruthless prioritization. Apple would not dilute its energy across countless projects, a fate that befell many of its competitors. Instead, it would do fewer things—but do them exceptionally well. This is the reason Apple never scrambled to flood the market with a dozen different phone models like its rivals.
And finally, Impute. Markkula recognized that people do judge a book by its cover. No matter how great a product is, if it’s presented in a sloppy manner, it will be perceived as second-rate. From the weight of an iPhone box to the precise font kerning in an Apple Store, every detail is designed to communicate quality.
Markkula’s philosophy was not a product of corporate jargon or an MBA playbook. It was a razor-sharp distillation of how Apple would distinguish itself from the chaos of the tech industry.
The Philosophy That Competitors Ignored
Over the decades, companies have tried—and often failed—to replicate Apple’s success. They’ve copied its sleek product designs, mimicked its minimalist ads, and even attempted to channel Steve Jobs’ charisma on stage. But most have missed the fundamental lesson of Markkula’s philosophy: Apple’s brilliance isn’t just in its products—it’s in its discipline. Take Microsoft in the early 2000s, which expanded into everything from MP3 players to fitness trackers to mobile phones, only to see many of these ventures crash and burn. Samsung, despite its technological advancements, still floods the market with a dizzying array of phone models, diluting its brand identity. Google, despite its dominance in AI and software, has struggled to match Apple’s hardware elegance. Apple, on the other hand, has remained unwavering in its principles. It didn’t just invent the smartphone—it redefined how we interact with technology. It didn’t just create a laptop—it made the MacBook a symbol of creativity and status.
Why Markkula’s Words Matter More Than Ever
In an age where brands are obsessed with trends—chasing viral moments, scrambling to launch AI-powered everything, and engaging in endless social media gimmicks—Apple’s marketing philosophy is a lesson in restraint. It’s proof that success isn’t about doing the most, but about doing the best.
Even now, when you unbox an iPhone, Apple wants you to feel something. That moment of peeling off the protective film, the perfectly weighted design, the intuitive experience—it’s all part of Impute. It’s a strategy that has made Apple not just a company, but a cultural phenomenon.
So, as tech giants continue to battle for dominance in AI, mixed reality, and whatever comes next, one thing is certain: the companies that truly understand their customers, maintain an unbreakable focus, and ensure every touchpoint imputes quality—those will be the ones standing strong five decades from now.
And if they need a roadmap, they need only look back to a one-page memo from 1977.