How does Apple market its products?

A good place to start is to reflect upon how Apple's marketing strategy has touched your own life.  Consider this, if you will: When one of those annoying ads that you are unable to click through for 15 excruciating seconds comes up on YouTube and is from Apple, do you see them flexing their technical muscles?  Although there is certainly a small group of people who would perk up if they were to hear all about Apple's 3.1GHz quad-core Intel Core i5  along with the Retina 4K display, most people's reaction would be... Cool bro.  Whatever that means.  They have no idea what these things are and they have no interest in learning about them.  Why should they?  People want dependability, security, visual innovation, and user friendly interfaces.  Aside from that, nobody cares how many GHz Apple's packin'.  So, after Steve Jobs and the rest of the Apple team have spent so much time building these innovative products and it is finally time to show them off, it was a troubling truth to face that their marketing strategy could not be "Look how much better we are than Windows".    Steve Jobs, being the innovator that he was, realized this early on and adapted accordingly.  This was one trait that I sincerely respected him for.  Steve Jobs was a great observer.  He had the ability to examine others from a distance, and though their situations drastically different, he was able to extract an overall lesson from the outcomes of those people/businesses actions.  When listening to his talks, you can see how he made a habit of doing this.  Believe it or not, Nike inspired him.  In 1997, Steve Job's gave a phenomenal talk where he revealed Apple's new marketing strategy.  Apple abandoned the strategy of highlighting their products and adopted the strategy of highlighting Apple's core values.  They wanted to be known for empowering people to change the world for the better.  "Those people who think they are crazy enough to change the world, are the one's who actually do it." Woah there! Suddenly, this annoying YouTube ad has only ceased to be a nuisance.  In fact, it has now gotten me slightly intrigued.  "You mean I can change the world?!" Obviously, it is more subtle than that, but you understand what I am getting at.  Steve Jobs wanted Apple to ask themselves three questions and then share the answers to these questions with the world.  These questions would be the foundation of Apple's new marketing strategy.  It was a brilliant shift and clearly, a success as Apple is alive and well today.  His three questions were:1. Who is Apple?2. What do they stand for? 3. Where do they fit in today's world?