The word Steve Jobs wouldn’t let us say—and how it built Apple’s most loyal customers

“Today, brands must consistently earn the right to be chosen by proving value to their customers.”McKinsey said it. Every brand knows it. Customer loyalty has never been more important—or harder to maintain. So, what’s the secret to maintaining it? Simple. Love. Why the Apple Stores ‘loved’ customers The iMac was a cult hit as of its release in 1997. However, it didn’t truly accomplish Steve Jobs’s goal for it, which was to reach a new customer. Steve knew that fo...