Notice the wording here. He couldn't say this if Apple's brand didn't already mean something to you. Think about this from a personal perspective. If someone said to me "That's the most Torrey thing I've heard all day," that's a sign that they know enough about me to recognize patterns and form an expectation for future behavior. In short: They have a gut feeling about me, and that gut feeling triggers even before the logic centers in their brain fire. That's the power of having a strong brand or reputation. Unfortunately, most people and small businesses don't have a strong brand. Not because they couldn't, but because they don't develop and leverage consistency, differentiation, and unique value over time. The people who take their businesses seriously enough to do this are the ones constantly getting referrals, keeping their best clients, and charging higher prices. There's no Easy Mode in business. But, if there was, it's this.