-- nap 80ian said, you know, france has more need of nap olean than nap olean has need of france. and -- >> do you buy into that idea? >> i think one person can make a tremendous difference. app ll steve jobs, apple without steve jobs, apple with steve jobs. so pretty clear that the guy is-- he's my best friend. i confess to that. he's an extraordinary human being. not only, i mean the imac was his idea. he didn't build the imac, he didn't do all e work but the idea to build a computer that was different. the think different campaign. >> rose: so basically he had-- this is an interesting study in marketing, what you know something about. this is-- and promotion. >> i just learned from steve. >> rose: it is the idea that you had to come up with a new idea, a new image, a new sense of this is something, this is a changed circumstance at apple. >> yeah. >> rose: it was a triumph of what they did. >> and apple, the big knock on apple was that it was different than a pc. so steve decided that was our strength and our weakness. so the think different campaign. who are we. we do appeal t

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