According to Walter Isaacson's biography of Steve Jobs, Apple connects with its audience by infusing humanity into its innovations. This human aspect is key to their appeal and sets them apart in the technology landscape. The passion for creativity and personal expression is evident in Apple's products, which go beyond mere functionality to touch users on a deeper emotional level.

Isaacson highlights the shared spirit between great artists and engineers, suggesting that both groups seek to express themselves through their work. Many individuals involved in creating the original Macintosh were not just engineers but also had artistic pursuits, such as poetry and music, showcasing the blend of creativity and technical skill that characterizes Apple's approach to design and innovation.