Apple

Think Different

In 1997, Apple was on the brink of bankruptcy. So, Steve Jobs approved the unique “Think Different” ad campaign to refresh Apple’s image. A long list of exceptional people (such as physicist Albert Einstein and civil rights protester Rosa Parks) appeared in ads accompanied by only the Apple logo and the words “Think different.” The ads appeared in magazines and on billboards and buses. On TV, the commercial included spoken words, in part: “Here’s to the crazy ones . . . The rebels. The troublemakers . . . The ones who think differently . . . [T]he people who are crazy enough to think they can change the world are the ones who do.”

Superstar Company

Apple, Inc., will forever be known as the superstar company whose ideas and products permanently changed the way people interact with technology. The brand has grabbed public imagination as no other tech company has. Historically, it has shaped and reshaped the entire landscape of computing, being almost singlehandedly responsible for the personal computer revolution.

Apple Seeds

Just as a fruitful apple tree sprouts from a tiny seed, so Apple, Inc., grew from a seedling idea that sprouted in the fertile soil of two young minds. It was the summer of 1971 in Cupertino, California. A mutual friend introduced 21-year-old Steve Wozniak to 16-yearold Steve Jobs.”