Alternatives Quote by Jonathan Ive
“The more I learnt about this cheeky - almost rebellious - company, the more it appealed to me, as it unapologetically pointed to an alternative in a complacent and creatively bankrupt industry. Apple stood for something and had reason for being that wasn't just about making money.”
About This Quote
The speaker admires a company that defies industry complacency, offering a bold, purpose-driven alternative beyond profit motives.
In simple terms: Celebrates rebellious innovation.
Key Takeaway
Purpose fuels brand loyalty.
Themes
Innovation
Purpose
Rebellion
Industry Critique
Brand Identity
Mood
Inspired
Defiant
Optimistic
Type
Observation
Critique
When to use this quote
- Evaluating startup culture
- Choosing a brand to support
- Analyzing industry trends
- Assessing corporate mission
Key Concepts
Corporate Culture
Consumer Values
Creative Freedom
Market Disruption
Practical Applications
- Brand positioning
- Strategic marketing
Questions to Reflect On
- What makes a brand's purpose compelling?
- How does rebellion reshape industry norms?
![“Apple was very close to bankruptcy and to irrelevance [but] you learn a lot about life through death, and I learnt a lot about vital corporations by experiencing a non-vital corporation. You would have thought that, when what stands between you and bankruptcy is some money, your focus would be on…” quote by Jonathan Ive](https://sms4smile.com/quotes/img-quotes/b13/jonathan-ive-3015_apples_apple-was-very-close-to-bankruptcy-and-t_1983293.jpg)
![“I don't think Steve [Jobs] started Apple as a scam. But he understood early on the power of marketing. The idea of the computer as a bicycle for the human mind - I think that was something he believed.” quote by Alex Gibney](https://sms4smile.com/quotes/img-quotes/3c0/alex-gibney-7495_apples_i-don-t-think-steve-jobs-started-apple-a_1785708.jpg)
![“[When asked how it felt to be a female prime minister:] I don't know: I've never experienced the alternative.” quote by Margaret Thatcher](https://sms4smile.com/quotes/img-quotes/324/margaret-thatcher-463_alternatives_when-asked-how-it-felt-to-be-a-female-pr_15081.jpg)
