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Steve Jobs thought you the customer is an idiot, who doesn't know what he wants and it is Apple's job to tell them what you want.
Analyze the impact on Apple's customer relationships and reputation in the tech world.
Explore how Apple's ability to transcend technical specs and deliver a product that simply works has earned them unwavering trust and record-breaking sales.
Apple become the biggest brand in the world, it is also their marketing nous, which was in full display when they launched the iPad mini.
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