Today in Apple history: It’s time to ‘Think different’

By

Think-Different
And just like that, a catchy slogan turns into an earworm.
Image: Apple

August 8: Today in Apple history: Steve Jobs introduces new Apple new slogan, Think different August 8, 1997: At Macworld Expo, Steve Jobs introduces the world to Apple’s new slogan, “Think different.” The catchy marketing reassures fans that Apple is exiting its mid-1990s dark age and once again making products customers will love.

It’s the beginning of Apple’s most iconic advertising campaign since the original “1984” Macintosh ad.

5-hour iPhone commercial and other Apple ads win awards

By

Latest Shot on iPhone video is a stunning 5-hour tour through Russia's State Hermitage museum
This is the longest Apple ad in history. By, well, at least five hours.
Photo: Apple

Several Apple ads from the past year won awards at the U.K.’s long-running Design and Art Direction awards. D&AD is a British educational charity that promotes excellence in design and advertising. In this year’s virtual-only awards, it gave various Pencils (the name of charity’s awards) to what it thinks are Apple’s best promotional spots of the year.

You can check out the prize-winners — including a 5-hour, 19-minute iPhone commercial — below.

Today in Apple history: Paul McCartney is unlikely star of iTunes ad

By

An vividly animated Apple ad showcases Paul McCartney's
An vividly animated Apple ad showcases Paul McCartney's "Dance Tonight."
Photo: Apple

June 14: Today in Apple history: Paul McCartney iTunes ad features Dance Tonight June 14, 2007: Paul McCartney sings his new song “Dance Tonight” in an iPod + iTunes ad, the latest in a series of spots starring music industry legends.

The new animated ad signifies a thawing of the icy relationship between Apple and McCartney, whose original band The Beatles has been locked in a legal battle with Cupertino for decades.

Today in Apple history: Brilliant ad campaign turns switcher into unlikely star

By

Apple's
Apple's "Switch" ad makes Ellen Feiss internet famous.
Photo: Apple

June 9: Today in Apple history: Ellen Feiss becomes an unlikely star thanks to Apple's Switch ad campaign June 9, 2002: Apple launches its “Switch” advertising campaign, featuring real people talking about their reasons for switching from PCs to Macs. Apple’s biggest marketing effort since the “Think Different” ad campaign a few years earlier, it turns 15-year-old high school student Ellen Feiss into an unlikely star.

She becomes a viral sensation after viewers suggest she was stoned during filming of her sleepy-eyed “Switch” spot about a homework-devouring PC.

Today in Apple history: Steve Jobs says Apple is being run by ‘caretakers’

By

1984
Steve Jobs thought ditching ad agency Chiat/Day proved that Apple had lost its creative mojo.
Photo: Apple and Chiat/Day

May 27: Today in Apple history: Steve Jobs says Apple is being run by caretakers May 27, 1986: An exiled Steve Jobs takes a shot at Apple after the company ditches Chiat/Day, the ad agency that created the iconic “1984” Macintosh ad.

In a full-page ad published in The Wall Street Journal, Jobs says the move to competing ad agency BBDO shows that “caretakers” rather than “builders” now run Apple. From his perspective, it confirms that Apple has lost its revolutionary spirit.

Apple’s bouncy AirPods ad wins major award

By

Bounce ad for AirPods1
Apple’s “Bounce“ AirPods advertisement took home numerous accolades at the 99th ADC annual awards.
Photo: Apple

A slick, black-and-white ad showcasing AirPods won Best in Show at the prestigious annual ADC awards.

Titled “Bounce,” the ad shows an AirPods wearer springing through the streets, evoking the unencumbered, wireless freedom of these earbuds.

Watch it now:

Today in Apple history: Apple’s ‘Get a Mac’ campaign comes to an end

By

Mac vs. PC
This was one of the best ad campaigns in Apple history.
Photo: Apple

May 21: Today in Apple history: Apple's Get a Mac ad campaign comes to an end May 21, 2010: Apple quietly ends its long-running, award-winning “Get a Mac” marketing campaign.

Debuting in 2006, the ads starred actor Justin Long as the cool, youthful Mac. Comedian John Hodgman portrayed the stuffy, awkward PC. Alongside the “Think Different” and the iPod “Silhouette” campaigns, “Get a Mac” will become one of the most fondly remembered extended ad campaigns in Apple history.

Brilliant Magic Keyboard ad reflects Apple’s crazy attention to detail

By

iPad-Pro-Float-GIF
Did you catch it?
Photo: Apple

Apple famously boasts the greatest attention to detail in consumer technology. Some say it’s been disappearing over the years, but if you look for it, you’ll find plenty of examples today.

Take the new ad for iPad Pro’s Magic Keyboard, for instance. Pause it at just the right moment and you’ll see the time Steve Jobs announced the very first iPhone beautifully reflected in the eye of a hummingbird.

Today in Apple history: Apple pays $15 million to promote Mission: Impossible

By

Sadly, Apple's Mission: Impossible deal doesn't quite work out as planned.
Sadly it doesn't quite work out as planned.
Photo: Paramount

April 18: Today in Apple history: Apple pays $15 million for Mission: Impossible movie tie-in April 18, 1996: Apple unveils a massive $15 million promotional tie-in for the Mission: Impossible movie starring Tom Cruise.

Designed to promote the PowerBook, which Cruise uses in the spy flick, the marketing campaign comes at a particularly bad time. With Apple attempting to climb back into the black after reporting its largest quarterly loss ever, the company is in the middle of trying to perform its very own impossible mission. And that’s just the start of the problems.