Fast Company:

Jobs was a master salesman, but to him, selling wasn’t selling. It was seduction.

Jobs built on the ideas of Apple’s ’70s marketing legend Regis McKenna, who saw before anyone else did that Apple’s early computers could appeal to people who didn’t spend their time disassembling motherboards—to students, teachers, musicians, and other creative people like me, who thought computers could be, you know, fun.

Because of Jobs, Apple’s sales, marketing, and design teams understood consumer psychology better than perhaps any company in history.

I don’t know if I’d go so far as “sex sells” but there’s no doubt the original appeal of using a Mac for me was the idea that it wasn’t a device I had to “figure out” how to use. It was definitely seductive.