1. There is a vast, worldwide conspiracy to destroy Apple. It includes journalists, Microsoft, and the business community in general.
2. Any attack on Apple is, in addition, a personal attack on you. Retaliation for these attacks must be swift, personal, and based on the concept that 鈥榯he best defense is a good offense.鈥?
3. Anything not entirely favorable said about the Mac, the iPod, the iPhone, or any Apple product is an attack on Apple and a personal attack on all Macintosh users. (See #2.)
4. Anything positive said about a competitor to the Mac, the iPod, the iPhone, or any Apple product is an attack on Apple and a personal attack on all Macintosh users; it must be met with an immediate counterattack that stresses the quality of the Mac compared to the PC regardless of what the original products were. (See #2 and #11.)
5. Leaving Apple or an Apple product out of any discussion to which it can be related (e.g., the graphical user interface, MP3 players) is an attack on Apple and a personal attack on all Macintosh users, no matter what the topic of the discussion. (See #2.)
6. Aside from the staff at Mac-related publications, e.g., MacWorld, the only journalists who know anything about computers are Walt Mossberg and David Pogue. (Note: 鈥淜nowing something about computers鈥?is synonymous with loving and praising the Mac.)
7. Whenever in a discussion with the other kind of journalist, it is important to remind him/her that he/she can鈥檛 hold a candle to them.
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