Dear Luke,
I’m the guy who brought in the shattered iPad the other day… You know, the bald guy with the hoarse voice… As promised, I’m sending you my essay on my first Apple Store experience… But before you go there, I’d like to commend you for your professionalism and your (presumed) foresight…
You made a surprising call… For, as you could see, I was readily amenable to your half-off offer… But at the last minute you exercised your latitude (either believing you’d win a lifelong Apple loyalist, or perhaps I just caught you at a good moment) and handed me a brand new iPad, free of charge…
Now if indeed your intent was to secure yet another iLifer, I’m sorry my friend, you failed… Of course I may very well continue to buy Apple in the future, but that would be if, and only if, Apple continues to produce the absolute best technology… And I assure you, Mr. Jobs would have had it no other way – he surely didn’t succeed by giving stuff away… I.e., everyone, you included, will ultimately act in [what they believe to be] their own separate interests. And that, as I hope you’ll come to learn, is precisely how it should be…
You see, acting in your own (true) interest means, without exception, always being the very best you can be. And that, whether we’re talking business or simply life in general, means always acting in the best interests of others…
Thus, in this instance Luke, your generosity (granted, you were spending Apple’s money), my lack of loyalty notwithstanding, was not in vain after all… The experience was so unusual that the minute I stepped foot outside your store I was on the phone (iPhone), eager to tell any and all who’d listen about our encounter… Yes, your goodwill will indeed, I suspect, bring business Apple’s way…
Given your youth, instincts and apparent intellect, I won’t expect to see you during my next Apple Store experience – you will have surely stepped to your next rung by then… But I do ask that, when you take that step, you shoot me an email… I will eagerly consider whatever product or service you’re promoting at that time, and, if a purchase is in order, I will insist on paying full price… For it is indeed in my, and society’s, best interest that you succeed… I.e., the world needs more Lukes…
Sincerely,
Marty Mazorra
I actually have two Apple essays to share… Click…
Here’s another you may enjoy…
And here are some great works I hope you’ll read – or listen to on your iPod…
Road to Serfdom by F.A. Hayek
Free to Choose by Milton Friedman
The Wealth of Nations by Adam Smith
Atlas Shrugged by Ayn Rand
Globalization by Don Boudreaux