So, for all of the above reasons, I placed Apple on the shortlist of the greatest advertising campaigns ever, (along with Marlboro cigarettes, Absolut vodka, Nike, diamonds, Coca-Cola and Volkswagen). I have written endlessly on the subject and explained it to countless audiences for decades. But here's the strange thing: Until recently, I had failed to notice the central genius behind the Apple ethic.
It was true.
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