This has actualy been sitting in my 'Drafts' tray for a few weeks...apologies
It doesn't look subversive.
It's a slide from Sam Davy, former Global Creative Director for Apple, at last week's State Of Design. It represents Apple's attitude towards marketing and advertsing.
'Help your customers get the most our of their product.'
It cedes control of the brand entirely to the people who use it.
It passes ownership, to them.
It says 'You know what to do. You decide what to do with our products, and we'll help you do that. Whatever that is.'
It's about ownership, not sales.
It assumes that people are to be around for longer than the ringing of the till.
Actually, it is pretty subversive.