Marketing is about values.In a very noisy world, we have to be very clear in what we want the world to know about us.One of the greatest jobs of marketing is Nike. Remember: Nike sells a commodity. They sell shoes. And yet, when you think of Nike, you feel something different than a shoe company. And their ads, as you know, they don't ever talk about the product. Where's Nike doing their advertising? They honors great athletes and they honor great athletics. That's who they are. That's what they are about.Our customers want to know what is Apple and what is it that we stand for. Where do we fit in this world? What we're about isn't making boxes for people to get their job done, although we do that well. But Apple is about something more than that. Apple, at the core, it's core value is that we believe that people with passion can change the world for the better.Those people that are crazy enough to think they can change the world are the ones that actually do.Values and core values. Those things shouldn't change. The things that Apple believed in at its core are the same things that Apple really stand for today.