“Most of all, immunize yourself from the drug companies efforts to convince you that you desperately need their advertised products. If you really needed the product, it is unlikely that drug companies would be spending money on advertising. Remember, there aren't many ads for insulin on TV.”

“The most advertised commodity is not always intrinsically the best; but is sometimes merely the product of a company, with plenty of money to spend on advertising.”

“There are huge advertising budgets only when there's no difference between the products. If the products really were different, people would buy the one that's better. Advertising teaches people not to trust their judgment. Advertising teaches people to be stupid.”

“What the advertiser needs to know is not what is right about the product but what is wrong about the buyer.”

“So that’s our approach. Very simple, and we’re really shooting for Museum of Modern Art quality. The way we’re running the company, the product design, the advertising, it all comes down to this: Let’s make it simple. Really simple.” Apple’s design mantra would remain the one featured on its first brochure: “Simplicity is the ultimate sophistication.”

“Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.”