Steve Jobs:

Our customers want to know who is Apple and what is it that we stand for. Where do we fit in this world? What we’re about is not making boxes for people to get their jobs done, although we do that well. … but Apple is about something more than that, Apple at the core, its core value, is that we believe that people with passion can change the world for the better.

This video is from 1997. I find amazing that Apple still lives by those values after so many years.