70. "It's not about charisma and personality, it's about results and products and those very bedrock things that are why people at Apple and outside of Apple are getting more excited about the company and what Apple stands for and what its potential is to contribute to the industry."
Where: BusinessWeek Online, May 12, 1998.
Gimmicks are for those who lack substance and quality. Apple didn't have room for gimmicks that did not improve the devices operation or functionality. Perfecting the basics of a quality device and making it easy to use replaced the need for gimmicks.