Lots of great stuff in this article about Ken Segall’s book Think Different, chronicling his time at TBWA/Chiat/Day during Apple’s recovery, but this particular quote stood out to me:

“Dell and Apple: It’s night and day,” Segall says. “It’s a transactional world Dell lives in. It’s all about numbers. Everything they say about Apple making products for themselves is true. Apple — it’s about changing the world. For everyone else, it’s about the money.”