Apple’s 1977 Marketing Principles Continue to Guide Its Success

Staff Writer: Sweata Maiti

Last Updated: Apr 03, 2025, 2:09:00 PM IST

In 1977, Mike Markkula, Apple’s first investor and chairman, authored a succinct yet profound document titled “The Apple Marketing Philosophy.” This 88-word manifesto outlined three core principles—Empathy, Focus, and Impute—that have significantly contributed to Apple’s sustained prominence in the technology sector. ​

The first principle, Empathy, underscores the importance of deeply understanding and anticipating customer needs, a strategy that Steve Jobs later refined to perfection. Focus emphasizes the necessity of concentrating efforts on a limited number of projects to achieve excellence, steering clear of the pitfalls of overextension. Impute reflects the belief that the presentation of a product influences its perceived quality; thus, meticulous attention to design details conveys a message of superior value.

These guiding tenets have enabled Apple to maintain a disciplined and innovative approach, distinguishing it from competitors and ensuring its status as a cultural and technological leader. The enduring relevance of Markkula’s philosophy serves as a testament to its effectiveness in navigating the evolving landscape of technology and consumer expectations.