Apple stood for something and had a reason for being that wasn't just about making money.
The more I learnt about this cheeky - almost rebellious - company, the more it appealed to me, as it unapologetically pointed to an alternative in a complacent and creatively bankrupt industry. Apple stood for something and had reason for being that wasn't just about making money.
We are really pleased with our revenues but our goal isn't to make money. It sounds a little flippant, but it's the truth. Our goal and what makes us excited is to make great products. If we are successful people will like them and if we are operationally competent, we will make money.
Apple's goal isn't to make money. Our goal is to design and develop and bring to market good products.
The goal of Apple is not to make money but to make really nice products, really great products.
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