Steve Jobs made computers and music players and telephones and tablets. But mostly what he sold were two things—beauty and truth. As Apple’s core brand values, they were inseparable. His products looked better, and, he firmly believed, they were better. By being more beautiful, inside and out, they would improve your life. By being better than rival products, they would improve the world and move the culture forward. In this sense, good taste wasn’t a luxury, Jobs felt. It was a moral choice, particularly for the marketers who would shape technology’s future. If you sold an inferior product, you were a liar (if you were successful at it, a tyrant). If you bought it, you were a sucker.