> They need people to continue buying (they are a company), but really don't have many ways to entice people to. "What happened at Apple, to be honest, over th

> They need people to continue buying (they are a company), but really don't have many ways to entice people to. "What happened at Apple, to be honest, over the years was... the goal used to be to make the best computers in the world. And.. that was goal 1. Goal 2, we got from Hewlett-Packard actually which was "we have to make a profit". Because if we don't make a profit we can't do goal 1. So, yeah, I mean we enjoyed making a profit, but the purpose of making a profit was so we can make the best computers in the world. Along the way somewhere those two got reversed. The goal is to make a lot of money and well, if we have to make some good computers well OK we'll do that... 'cause we can make a lot of money doing that. And, it's very subtle.. it's very subtle at first, but it turns out it's everything. That one little subtle flip... takes 5 years to see it.. but that one little subtle flip in 5 years means everything." - Steve Jobs (https://www.youtube.com/watch?v=gJKmnKbx-aE&feature=youtu.be&t=1783 https://www.youtube.com/watch?v=gJKmnKbx-aE&feature=youtu.be...)