In Walter Isaacson's biography of Steve Jobs, the author reflects on the unique mindset of Apple computer users. Jobs believes that purchasing an Apple product requires a different way of thinking, suggesting that its buyers are often creative individuals who aspire to make a significant impact on the world. This perspective is integral to the brand's identity and appeal.

Jobs emphasizes that Apple designs tools specifically for these innovative thinkers. By fostering a community of creative spirits, Apple positions itself as a leader in technology that empowers users to bring their visions to life, thus reinforcing its mission to change the world through innovative solutions.