The Democratization of Tools 1984-1989
If we let the genie out of the bottle at Atari, Apple is where we taught it to serve us. The feeling at Apple was this: computers are too good, and way too powerful to be only in the hands of big business, or big governments - and we could fix that. These tools needed to be democratized. The underlaying belief was if you could give people beautiful, easy to use tools, they would use them for good. This feeling permeated everything we did, from the product design, to the UI, to the packaging, to the marketing and advertising - and that feeling, and those values still persists today.
Apple is, and always will be, more than a company. It was a gathering of some of the finest, most creative minds and talents ever assembled - all with the belief that working together we could make the world a better, more humane place - for everyone. And it worked.