Apple’s ‘Think Different’ campaign gets updated for a new generation by AI

Apple’s ‘Think Different’ campaign gets updated for a new generation by AI


AI updates Apple’s ‘Think Different’ campaign for a new generation
The wall of apples in this AI-generated Think Different ad with Lady Gaga is brilliant.

Apple ended its famous “Think Different” ad campaign over 20 years ago, so perhaps it’s time for a reboot. challenged a generative AI to create new ads for the classic campaign featuring more current entertainment icons.

The results are surprisingly good. See for yourself.

Thinking different about ‘Think Different’

Apple was nearing bankruptcy in the 1990s, but then Steve Jobs returned to the CEO office. Part of getting the company back on track was the Think Different campaign. It included famous trendsetters like Mahatma Gandhi, John Lennon and Pablo Picasso, and argued that Apple was equally revolutionary. While Apple stopped running adverts with the famous phrase in 2002, it’s still Apple’s slogan. asked itself, “What would this campaign look like if relaunched today?” The images were created with the Midjourney generative AI image creator, showing more recent celebrities using Apple products.

Among the entries are Lady Gaga with a iPhone (shown above). And Taylor Swift wearing an Apple Watch — she won‘t easily “Shake It Off.”

An Apple ‘Think Different’ ad with Taylor Swift created by an AI
Maybe Taylor Swift will write a song about Apple Watch.

And there’s Tine Fey with a MacBook.

An Apple ‘Think Different’ ad with Tina Fey created by an AI
Tina Fey looks intense.

If Apple CEO Tim Cook decided to bring back the Think Different campaign, it might look something like these AI-generated ones. Visit to see the remaining possible adverts.

On the other hand, while these proposals have the general style of the originals, they don’t have quite the same focus. The ads from 25 years ago used timeless faces — ones that were still immediately recognizable even though the people in question has passed away long before. The ads didn’t have 1990s celebs, like Eminem or Michael Jordan.


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