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Steve Jobs' amazing marketing strategy - MUST WATCH

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Check out these books about Steve Jobs: * Steve Jobs: https://amzn.to/2PGH3nM * The Presentation Secrets of Steve Jobs: https://amzn.to/2JB1j55 * Becoming Steve Jobs: https://amzn.to/2QgZKf8 * Steve Jobs: The Man Who Thought Differently: https://amzn.to/2AHIqdQ * Steve Jobs (Movie): https://amzn.to/2CZgLq3 Steve Jobs shares his amazingly different approach to marketing and how he used it to build Apple into one of the largest companies in the world. * Join my BELIEVE newsletter: http://www.evancarmichael.com/newsletter/ Transcript: To me….marketing is about values. This is a very complicated world. It’s a very noisy world. And we’re not going to get a chance to get people to remember much about us. No company is! And so, we have to be really clear on what we want them to know about us. Now Apple, fortunately, is one of half-a-dozen best brands in the whole world. Right up there with Nike, Disney, Coke, Sony — it is one of the greats of the greats. Not just in this country, but all around the globe. But even a great brand needs investment and caring if it’s going to retain its relevance and vitality. And the Apple brand has clearly suffered from neglect in this area in the last few years. And we need to bring it back! The way to do that is NOT to talk about speeds and fees. It’s NOT to talk about bits and mega-hertz. It’s NOT to talk about why we are better than Windows. The dairy industry tried for 20 years to convince you that milk was good for you. It’s a lie, but they tried anyway. And the sales were falling. And then they tried “Got milk” and the sales went up. “Got milk” wasn’t even talking about the product. In fact, it focuses on the absence of the product. But the best example of all, and one of the greatest jobs of marketing that the universe has ever seen, 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. In their ads, as you know, they don’t ever talk about the product. They don’t ever tell you about their air soles and why they are better than Reebok’s air soles. What does Nike do in their advertising? They honor great athletes. And they honor great athletics. That’s who they are, that’s what they are about! Apple spends a fortune on advertising — you’d never know it….you’d never know it! So…when I got here, Apple just fired their agency and there was a competition with 23 agencies that…you know…four years from now we would pick one. And we blew that up and we hired Chiat\Day, the ad agency that I was fortunate enough to work with years ago and created some award winning work including the commercial voted the best ad ever made, 1984 (by Advertising Professionals). And…we started working about eight weeks ago, and the question we asked was, “Our customers want to know who is Apple and what is it that we stand for…where do we fit in this world?” And what we’re about isn’t making boxes for people to get their jobs done — although we do that well. We do that better than almost anybody, in some cases. But Apple is about something more than that! Apple at the core…its core value — is that, we believe that people with passion can change the world for the better. That’s what we believe! And we have had the opportunity to work with people like that. We’ve had the opportunity to work with people like you; with software developers, with customers, who have done it. In some big, and some small ways. And we believe that, in this world, people can change it for the better. And that those people who are crazy enough to think that they can change the world are the ones that actually do! And so, what we’re going to do in our first brand marketing campaign in several years, is to get back to that core value! A lot of things have changed. The market is in a total different place than where it was a decade ago. And Apple is totally different — and Apple’s place in it is totally different. And believe me, the products, and the distribution strategy, and the manufacturing are totally different…and we understand that. But values and core values — those things shouldn’t change. The things that Apple believed in at its core, are the same things Apple really stands for today. ENGAGE * Subscribe to my channel: http://www.youtube.com/subscription_center?add_user=Modelingthemasters * Leave a comment, thumbs up the video (please!) * Suppport me: http://www.evancarmichael.com/support/ CONNECT * Twitter: https://twitter.com/evancarmichael * Facebook: https://www.facebook.com/EvanCarmichaelcom * Google+: https://plus.google.com/108469771690394737405/posts * Website: http://www.evancarmichael.com EVAN * About: http://www.evancarmichael.com/about/ * Products: http://www.evancarmichael.com/zhuge/ * Coaching: http://www.evancarmichael.com/movement/ * Speaking: http://www.evancarmichael.com/speaking/
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Text Comments (855)
conasse88 (3 days ago)
Awesome video! It helped me a lot! Illustrious Video!I really love it! It assisted me a lot!
Evan Carmichael (1 day ago)
Glad to hear that! :) #BTA1232 Luka
Internet InfoMedia (3 days ago)
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Evan Carmichael (1 day ago)
Glad it's helpful to you! :) #BTA1232 Luka
Dawah Tube (10 days ago)
At 2:34 realised he is wearing shorts😂😂 the guy is a legend
Dawah Tube (9 days ago)
Evan Carmichael thanks for sharing
Evan Carmichael (9 days ago)
Thanks for watching! :) #BTA1224 Luka
Ever After (16 days ago)
Why do people say you need a marketing degree to market products?
Andrew H. (13 days ago)
If they actually say that, they probably shouldn't be taken too seriously. Even a marketing degree doesn't help you market products if you somehow miss the forest for the trees, and don't manage to get to the core of the matter. The best marketers usually learned how marketing worked on their own. That said, a marketing degree could be useful in helping a person further their understanding of marketing principles, or take them to a new level for implementing them, or help a person figure out what the whole thing is about so they can do OK at it. But if you're not already an instinctive marketer, a degree won't make you into one.
Evan Carmichael (16 days ago)
You need the knowledge :) #BTA1217 Luka
Internet InfoMedia (16 days ago)
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Evan Carmichael (16 days ago)
Glad you like it! :) #BTA1217 Luka
conasse88 (27 days ago)
Fantastic Video! It assisted me a lot!
Evan Carmichael (26 days ago)
Glad it's helpful to you :) #BTA1207 Luka
Sohendar (1 month ago)
It's so successful that now people think they are "unique" and "quirky" just because they own apple product
Evan Carmichael (1 month ago)
Thanks for sharing your thoughts. #BTA1198 Luka
lili s (1 month ago)
(y)
Evan Carmichael (1 month ago)
:) #BTA1197 Luka
Eric Northman (1 month ago)
This is exactly the core secret of Apple's success which doesn't belong to Apple nowadays
Evan Carmichael (1 month ago)
Thanks for sharing your thoughts. #BTA1195 Luka
conasse88 (1 month ago)
Grand Video! It assisted me a lot!
Evan Carmichael (1 month ago)
Glad to hear that! :) #BTA1181 Luka
Vinicius Rockenbach (1 month ago)
👏
Evan Carmichael (1 month ago)
:) #BTA1181 Luka
Sushant Ambhore (1 month ago)
Amazing
Sushant Ambhore (1 month ago)
+Evan Carmichael thanks for reply
Evan Carmichael (1 month ago)
:) #BTA1174 Luka
conasse88 (2 months ago)
large Video! It helped me a lot!
Evan Carmichael (2 months ago)
Glad it's helpful to you :) #BTA1171 Luka
Onur YILMAZ (2 months ago)
"... if they ever used a computer it would have been a mac" :)
Evan Carmichael (2 months ago)
:) #BTA1169 Luka
InfoMedia (2 months ago)
Distinguished Video! It assisted me a lot!
Evan Carmichael (2 months ago)
Glad to hear that! :) #BTA1166 Luka
InfoMedia (2 months ago)
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Evan Carmichael (2 months ago)
Glad it's helpful to you :) #BTA1162 Luka
InfoMedia (2 months ago)
Awesome video! It assisted me a lot!
Evan Carmichael (2 months ago)
Glad it's helpful to you :) #BTA1161 Luka
James Yeung (2 months ago)
Honouring those who 'Think Different'...
Evan Carmichael (2 months ago)
Much love James :) #BTA1161 Luka
InfoMedia (2 months ago)
Magnificent Video! It helped me a lot!
Evan Carmichael (2 months ago)
Glad you like it and that it's helpful to you! :) #BTA1159 Luka
InfoMedia (2 months ago)
Illustrious Video! It helped me a lot!
Evan Carmichael (2 months ago)
Glad it's helpful to you :) #BTA1157 Luka
InfoMedia (2 months ago)
Superb video! It helped me a lot!
Evan Carmichael (2 months ago)
Glad it's helpful to you :) #BTA1156 Luka
Bruce's TV (2 months ago)
A man that had no match, when it comes to design.
Evan Carmichael (2 months ago)
Thanks for watching :) #BTA1154 Luka
InfoMedia (2 months ago)
Momentous Video! It assisted me a lot!
Evan Carmichael (2 months ago)
Glad it's helpful to you :) #BTA1154 Luka
InfoMedia (2 months ago)
large Video! It assisted me a lot!
Evan Carmichael (2 months ago)
Thanks for watching :) #BTA1152 Luka
InfoMedia (2 months ago)
Superb video! It helped me a lot!
Evan Carmichael (2 months ago)
Glad it's helpful to you :) #BTA1151 Luka
In The Dm's (2 months ago)
Wanna know marketing, study ogilvy, jay Abraham, frank kern, Todd brown, Dan Kennedy and Agora
Evan Carmichael (2 months ago)
Thank you for sharing with us. Much love :) #BTA1151 Luka
Jose Afanador (2 months ago)
How Steve Job marketed his entire company to be looked as one of the greatest in his time. He fully understood how to approach his targets and advertise his products to them. He made his products to be a "necessity" or even a standard in the tech industry.
Evan Carmichael (2 months ago)
Thank you for sharing with us. Much love Jose :) #BTA1150 Luka
Sandra Lighton (2 months ago)
Business owners need to have additional advertising options. The market is so saturated. Don't you think?
Evan Carmichael (2 months ago)
Thanks for sharing your thoughts, Sandra :) #BTA1149 Luka
InfoMedia (2 months ago)
Enormous Video! It helped me a lot!
Evan Carmichael (2 months ago)
Glad it's helpful to you :) #BTA1147 Luka
InfoMedia (2 months ago)
Awesome video! It assisted me a lot!
Evan Carmichael (2 months ago)
Glad to hear that! :) #BTA1146 Luka
Tim Clark (2 months ago)
I watched this on my iPad
Evan Carmichael (2 months ago)
Thanks for watching Tim :) #BTA1146 Luka
Crazy Tech Reviews (3 months ago)
This man is with no doubt the most inspirational person I could ever imagine! r.i.p Steve Jobs☹️
Evan Carmichael (2 months ago)
He's a legend. #BTA1145 Luka
InfoMedia (3 months ago)
Great video! It helped me a lot!
Evan Carmichael (3 months ago)
Glad it's helpful to you :) #BTA1141 Luka
Sorena Karimi (3 months ago)
That was just awasome
Evan Carmichael (3 months ago)
Glad you enjoyed it :) #BTA1124 Luka
Eugene Bethshire (3 months ago)
Wow, what a prevailing marketing strategy. Suddenly if you have Apple products your ahead of the rest of the world (Avant garde)or Changing it by using an I phone. Unfortunately for me, I find the Motorola Side kick very appeasing right about now!
Evan Carmichael (3 months ago)
Thank you for sharing your thoughts. #BTA1119 Luka
patil the brand (4 months ago)
Captions in hindi language.
Evan Carmichael (3 months ago)
Thanks for the suggestion Gaurav :) #BTA1114 Luka
side2 Side (4 months ago)
The difference between artists and money diggers is the state of Apple before & after Steve Jobs respectively.
Evan Carmichael (4 months ago)
Thank you for sharing your thoughts. #BTA1110 Luka
bigunity (4 months ago)
anyone know what year this presentation was given
bigunity (4 months ago)
+Evan Carmichael I appreciate the attempt thanks
Evan Carmichael (4 months ago)
I believe I found the answer and I replied to someone here in the comments a long time ago. We lost the source now and I can't really remember. Much love :) #BTA1110 Luka
ziggyplay (4 months ago)
"values". Leaders in programmed obsolesce.
Evan Carmichael (4 months ago)
Thank you for sharing your thoughts. #BTA1093 Luka
Legendary. A lesson learned. A genius at work. THANKS STEVE JOBS! Nobody did it better than ;YOU
+Evan Carmichael No problem. We love what you're doing. Cheers!
Evan Carmichael (4 months ago)
Thanks for sharing and thank you for watching :) #BTA1090 Luka
Steve Jobs (5 months ago)
Jobs is the soul of Apple brand
Evan Carmichael (5 months ago)
:) #BTA1070 Luka
Matteo Arce (5 months ago)
Watching this in 2018 and its still awesome!!
Evan Carmichael (5 months ago)
Glad you like it Matteo :) #BTA1064 Luka
Aathithya Kugathasan (5 months ago)
Pretty genius marketing ..... If want to sell flowers I should be advertising how love can change the world .....
Evan Carmichael (5 months ago)
Thanks for watching :) #BTA1060 Luka
Brooks Whitley (6 months ago)
Apple at its core lol
Evan Carmichael (6 months ago)
Thanks for sharing and thank you for watching :) #BTA1033 Luka
Bobby Macgee (7 months ago)
I'm crying.
Evan Carmichael (7 months ago)
Much love, Bobby! #BTA1015 Luka
Sophia Balboa (7 months ago)
Gives me chills. <3
Evan Carmichael (7 months ago)
Much love Sophia :) #BTA1010 Luka
Ariel Bauer (7 months ago)
Nice!
Evan Carmichael (7 months ago)
Glad you like it :) #BTA1009 Luka
Dave - (7 months ago)
Apple died with Steve.
Evan Carmichael (7 months ago)
Thanks for sharing your thoughts. #BTA1007 Luka
TRINADH mallisetty (8 months ago)
nice video in marketing. Core values are for every business but just i want to know it is working now-a-day's?
Evan Carmichael (8 months ago)
Glad you like it! Of course :) #Believe #BTA967 Luka
Studio Grafik (8 months ago)
You're right a must watch video
Evan Carmichael (8 months ago)
Thanks for watching :) #BTA967 Luka
Stephen Lochmiller (8 months ago)
WOW!!!
Evan Carmichael (8 months ago)
Thanks for watching :) #BTA964 Luka
Thanks heaps for sharing ^____^
Evan Carmichael (9 months ago)
Thanks for watching :) #BTA960 Luka
Shaun Ling (9 months ago)
steve jobs is the legend. life isnt easy for him. but he has changed the world.
Evan Carmichael (9 months ago)
Thanks for sharing your thoughts. #BTA956 Luka
Ronald D'mello (9 months ago)
The people who are crazy enough to think that they can change the world are the ones who do
Evan Carmichael (9 months ago)
#Believe :) #BTA943 Luka
Rainy5062002 (9 months ago)
Yes !!! Sony is everything !! Sony please come back!!!
Evan Carmichael (9 months ago)
Thanks for watching :) #BTA940 Luka
Garo Marak (9 months ago)
Delivering a VALUE is much more important than delivering a naked PRODUCT to the customers. It builds a long-term relationship with the customers. It takes time to extract gain from selling the product, if the company deliver the value of the product to the customers because a company needs a huge amount of cash to invest in it.
Evan Carmichael (9 months ago)
Thanks for sharing and thank you for watching :) #BTA937 Luka
Micah Buzan (9 months ago)
99% of what kids learn in school is worthless. Schools should be teaching kids how to think critically and creatively, not just how to memorize and regurgitate information.
Evan Carmichael (9 months ago)
Thanks for sharing and thank you for watching :) #BTA935 Luka
Nifty Stats (10 months ago)
Good video. Thanks for the share.
Evan Carmichael (9 months ago)
Glad you like it :) #BTA934 Luka
Erik Gabriel (10 months ago)
It’s crazy how I’m watching this video on an iPhone haha.... great video though!
Evan Carmichael (9 months ago)
Glad you like it :) #BTA930 Luka
Sam A (10 months ago)
If you enjoyed this you'll enjoy this book called 'start with why'. I'm not getting anything for mentioning it- I just read it and thought it's perspective on this topic was AMAZING
Evan Carmichael (10 months ago)
Thanks for sharing and thank you for watching :) #BTA918 Luka
Diontae Daughtry (10 months ago)
Wise words from a wise man.
Evan Carmichael (10 months ago)
Thanks for watching :) #BTA908 Luka
nwike ndulue (10 months ago)
I learnt something new today... Great
Evan Carmichael (10 months ago)
:) #BTA908 Luka
ShawN shawN (11 months ago)
Great video and the reason why apple is so successful. Focus on the why not the product.
Evan Carmichael (11 months ago)
Thanks for watching :) #BTA888 Luka
Dr. Simon ourian (11 months ago)
Very helpful and useful information. Thanks!
Evan Carmichael (11 months ago)
Glad it's helpful to you :) #BTA881 Luka
Kalachi-Tube (1 year ago)
Marketing means innovation and enhancement of product.
Evan Carmichael (1 year ago)
Thanks for sharing your thoughts. #BTA859 Luka
Kimteang Chou (1 year ago)
Good morning superman,how are you doing this morning?.i all way respect the valuable of people. When we live on earth ,the people poor or rich is normal by the way they do . I focus on how heart will be the same that got only one that everyone have fun .So who fix the problem that got around people. Who create and growth and who respond for what you want to be improve the valuable of life living every day with protect and respect respond for make happiness and enjoyable to for what we want .
Evan Carmichael (1 year ago)
Thanks for sharing :) #BTA857 Luka
SCARRIOR (1 year ago)
RIP Jobs, 7 years ago and still deeply missed, was devestated the day he died :(
Evan Carmichael (1 year ago)
RIP :( #BTA848 Luka
sherriaris (1 year ago)
Thank for this video.
Evan Carmichael (1 year ago)
Thanks for watching :) #BTA825 Luka
RITESH SHINDE (1 year ago)
To those who are very much moved by the"core values". This is what marketing is. Presenting things in a appealing way to make money.
Evan Carmichael (1 year ago)
Thanks for sharing your thoughts. #BTA822 Luka
kian fog (1 year ago)
I liked his advice. thats why i didnt know, whether i should cry or laugh great advice still :D
Evan Carmichael (1 year ago)
Thanks for sharing :) #BTA815 Luka
FeelGood Within (1 year ago)
Focus on Gr8 product & add massive value!!!
Evan Carmichael (1 year ago)
Thanks for sharing :) #BTA810 Luka
Brenton Torrens (1 year ago)
Great video ! :)
Evan Carmichael (1 year ago)
Glad you like it :) #BTA806 Luka
Yasir Ali (1 year ago)
Wow.
Evan Carmichael (1 year ago)
Thanks for watching :) #BTA800 Luka
Kamil's Kartoons (1 year ago)
Thanks for sharing this. Steve jobs was a great marketer, didn’t know much about computers. The way he repositioned Apple was truly remarkable.
Evan Carmichael (1 year ago)
:) #BTA786 Luka
Kamil's Kartoons (1 year ago)
Thanks for watching and appreciation 😊
Evan Carmichael (1 year ago)
I saw a few of your videos, they look awesome! Great job Kamil!!! Keep it going :) #Believe #BelieveNation #BTA786 Luka
Kamil's Kartoons (1 year ago)
Luka . Great. Thanks for getting back . I also make marketing videos. But they are different from yours. They are animated. Perhaps, you’re aware of Al Ries, who love them.
Evan Carmichael (1 year ago)
Believer taking action and 786 means the number of the consecutive days, and Luka is my name and I'm from Evan's team :) Evan made a video where he explained what #BTA is more thoroughly: https://www.youtube.com/watch?v=BsY8bmTUVP8 Thanks for watching :) #BTA786 Luka
wh328 (1 year ago)
I would have never though apple stood for those things. I just bought it because it looks slick, user friendly, expensive and it’s more of a status thing. Also it’s the only device i would teach me parents how to use.
Evan Carmichael (1 year ago)
Thank you for sharing with us. #BTA784 Luka
ИКА ГРИН (1 year ago)
He was a genius! What a brilliant marketing strategy👏🏻👏🏻👏🏻👏🏻Thank you for sharing this awesome video with us!☺️👍🏻
Jey jey Mumu (1 year ago)
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Renderforest (1 year ago)
This is Steve Jobs. :)
Admiralhall2000 (1 year ago)
For all of this he is as dead as you and I will be. Preserve your learning www.perimetrfilms.com
Tigran Khachatryan (1 year ago)
The Question Is Why Do We Need To Change The World? Who We Are To Change It. This Marketing ANd Business People Are just Becoming Reach And Reach Targeting People Desire To Change The World.
Evan Carmichael (1 year ago)
Thank you for sharing your thoughts with us and thanks for watching. #BelieveNation #BTA745 Luka
Olov Stener (1 year ago)
You can't learn to think like people like this, you either got it or you don't.
AlphaMineron (1 year ago)
Olov Stener human mind is a learning machine. Everything you can ever think of doesn’t just come out of your ass. It comes from the world around you, your creativity only pieces things together to make something that’s new. So yea, the only way to think like them is to learn. Wether your learning is good or not is another thing
Pierre P (1 year ago)
Great Video man.
Evan Carmichael (1 year ago)
Thank you for watching! :) #BelieveNation #BTA738 Luka
Divert Living (1 year ago)
he looks so relaxed but yet powerful, that's why i love steve jobs
Evan Carmichael (1 year ago)
Thank you for sharing with us and thanks for watching. :) #BelieveNation #BTA724 Luka
Alice Yan (1 year ago)
what year is this from?
Evan Carmichael (1 year ago)
Sorry, not sure what year is this from. Thanks for watching. #BTA716 Shine
Thank for you upload video
Evan Carmichael (1 year ago)
Thanks for the love and thank you for watching. Much love! :) #BelieveNation #BTA703 Luka
Vlada Bokii (1 year ago)
what year is this?
Evan Carmichael (1 year ago)
Sorry, I'm not sure what year it is. Thanks for watching. #BTA702 Shine
Ankit Artistry (1 year ago)
In my opinion, quoting Nike's strategy is itself one of the strategy that Mr. Job used to have. A strategy of being acknowledger, a strategy to show how benevolent we are. wow, though a meritorious deed! I think we could learn from this that acknowledging and quoting big brand's strategy can be your next best strategy ever one could think!
Evan Carmichael (1 year ago)
Thank you for sharing with us and thanks for watching. :) #BelieveNation #BTA682 Luka
Sohaib Ahammed Siuam (1 year ago)
what means by "got milk"means.please explain.
Evan Carmichael (1 year ago)
The "Got Milk" is an american advertising campaign encouraging consumption of cow's milk which was created by Goodby Silverstein & Partners for the California Milk Processor Board in 1993. Thanks to check: https://en.wikipedia.org/wiki/Got_Milk%3F to know more. I hope that helps. Thanks for watching. #BTA670 Shine
Dianke Daffe-Rachow (1 year ago)
I Love Steve Jobs, He is Amazing and great, God bless Steve. We Love you and miss you too.
Evan Carmichael (1 year ago)
I'm glad that you like it! Thank you for watching. :) #BelieveNation #BTA664 Luka
The Fabsisters (1 year ago)
excellent,well done
Evan Carmichael (1 year ago)
I'm glad that you like it! Thank you for watching. :) #BelieveNation #BTA663 Luka
Dianke Daffe-Rachow (1 year ago)
Dianke'[email protected] #Dianke'sPlattform😂😂😂😂Mazing😴Dream😚😚😚😚😚😚😚love😢😢😢😢miss you❤❤❤❤❤
Evan Carmichael (1 year ago)
Thank you for sharing with us and thanks for watching, Dianke! #Believe #BTA661 Luka
Eman Ragaa (1 year ago)
Find out the Best Online Guides for Digital Marketing from here http://digitalmarketingcommunity.com/guides/
Eman Ragaa (1 year ago)
Evan Carmichael you're welcome :)
Evan Carmichael (1 year ago)
Thank you for sharing with us and thanks for watching. :) #BelieveNation #BTA655 Luka
Đoàn Việt (1 year ago)
VT Creators  - Sales & Marketing Online Solutions
Evan Carmichael (1 year ago)
Thank you for watching. #BelieveNation #BTA655 Luka
Karl Anders (1 year ago)
"Think differently" surely?
Evan Carmichael (1 year ago)
It's good to think differently! :) Thank you for watching, Karl. #Believe #BTA654 Luka
Entertainment Life (1 year ago)
Great !!!
Evan Carmichael (1 year ago)
I'm glad that you like it! Thank you for watching. :) #BelieveNation #BTA646 Luka
Scott Hirsch (1 year ago)
This applies to existing, known products for big companies. Wonder how much you can do this for a small startup with a new invention that isn't known.
CREATIFIITY DESIGN (1 year ago)
This really gear up the spirit..............
Chintan Chheda (1 year ago)
Nice video I am going to use to write a post in www.alphatrading.in
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So sad that Apple is veering away from this notion of 'Think Different' with their current choices in software running their machines. Forcing us into a straitjacket that takes away our right to keep our data to ourselves. Very sad indeed. Thinking differently to Apple's computing architecture is softly but determinedly made impossible, pushing us into a 1984 scenario that was so promisingly advocated against. And as the other computing firms are doing the same, there is no escape. Winston Smith knows this.

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