Steve Jobs at the start of Apple was inspired by Sony and wanted to market Apple's consumer electronics as high-quality consumer electronics. Jobs was always ve

Steve Jobs at the start of Apple was inspired by Sony and wanted to market Apple's consumer electronics as high-quality consumer electronics. Jobs was always very keenly interested in marketing and for Apple a central part of marketing and ads is building a story around people rather than technology which is something Apple's held to from the start, though their approach did evolve. The "premium" marketing was a seed planted from the beginning, but later it became a response to becoming a minority player in personal computing, Apple had to differentiate to survive and that was the way to do it, though it was always nascent, since Jobs wanted Apple to be like Sony from the beginning, a premium consumer electronics company.