#4 Sell dreams, not products:

Steve Jobs once said "some people think you've got to be crazy to buy a Mac, but in that craziness we see genius." And that is what he always wanted- an act of craziness which defines genius. According to Steve Jobs, people who buy Apple products are not “consumers”, but they are people who needed some kind of initiation to unleash their inner genius. And that is what Apple products have been doing these many years- building products to achieve “everyday people’s” dreams.

#5 Say no to 1,000 things:

Simplicity- that is the real key word to Apple’s success. Jobs wanted the design to be so simple that the people should not go confused while using the gadget. For Jobs, the ultimate sophistication in design is simplicity. This can be seen throughout their products- from iPod to the iPhone, from the importing and exporting of the Apple’s products to the utility of the Apple Web site. It’s clear cut that Jobs meant innovation as a means of abolishing the unnecessary so that the necessary may speak.