Apple is the most innovative company in the world. They have successfully launched product after product, moved into a number of different markets, and have done so with a passion that is simply unparalleled. They are a company you can learn so much from especially when it comes to marketing.
As Guy Kawasaki so eloquently points out, traditional marketing would tell you to listen to what your customers want and give it to them. Apple has never done this. They are in the business of building amazing products that people never knew they would need or want.
If you are interested in learning more about Apple you should check out the movie Welcome to Macintosh: The Documentary for the Rest of Us. Here’s a link to the official website. It is a great show and you will definitely get a feel for what has made the company so great.
Here is a clip from the show.