While I don't want to dismiss your living through something, nor your wife's work history, by 2002, a lot of this had transitioned.

I have a weird career where I was inside the door of Apple supplying tech in the early 90s, then worked in the PC industry, then returned to spend time inside of Apple as a supplier. I never had personal interactions with Steve, but the people I would interact with would say things like "Steve made the decision."

In this time, I had responsibility for both marketing communications and engineering. (I know weird.) In my Marcom role, we looked at market data on advertising, and worked with figures like Larry Light--who is well known specifically for branding, and we asked him to help us in branding for the PC industry.

I am not going to say that all my observations are right, but I will tell you that this is a field that I specifically worked in, and I have time inside the walls of One Infinite Loop.