| Cult of Mac

Today in Apple history: ‘Here’s to the crazy ones’ who ‘think different’

By

The Apple
Do you remember when Apple told you to think different?
Photo: Apple

September 28: Today in Apple history: Apple 'think different' television commercial says 'here's to the crazy ones' September 28, 1997: Apple debuts its iconic “Think Different” television commercial, aligning the troubled computer company with some of history’s most celebrated freethinking rebels.

The most famous tagline in Apple history, “Think Different” doesn’t just articulate how Cupertino differs from its competitors. It also highlights how Apple, under the leadership of CEO Steve Jobs, will forge a future far different from its floundering, money-losing days of the early 1990s.

Today in Apple history: Apple fan Jerry Seinfeld joins the dark side

By

Microsoft ad
"What's the deal with bad advertising?"
Photo: Microsoft

August 21: Today in Apple history: Jerry Seinfeld appears in failed Microsoft ads August 21, 2008: Microsoft recruits comedian Jerry Seinfeld for a series of ads. It’s a naked attempt to shake the company’s reputation as a stodgy oldster (as opposed to Apple’s trendsetting hipster image).

Microsoft pays Seinfeld a reported $10 million for the ads. However, thanks to the Mac’s appearance in virtually every episode of Seinfeld over the years, the comedian remains the world’s most famous Apple fanboy.

Today in Apple history: ‘Misunderstood’ iPhone ad wins Emmy

By

The heartwarming
"Misunderstood" earns Apple its second Emmy.
Photo: Apple

Aug 18: Today in Apple history: Apple's Christmas-themed 'Misunderstood' iPhone ad wins Emmy August 18, 2014: A Christmas-themed iPhone ad lands Apple an Emmy for “Most Outstanding Commercial of the Year.”

The prize-winning spot is Apple’s “Misunderstood” iPhone 5s ad. It depicts a silent teenager who won’t spend time with his family at Christmas because he’s too busy with his iPhone. At the end of the ad, he reveals that he’s not actually being a misanthrope. He used his iPhone and iMovie to shoot and edit a heartwarming family montage!

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.

Apple plans to squeeze even more money out of App Store

By

iPhone App Store Today tab will soon include advertising
Get ready for new ads to appear in the iPhone App Store.
Image: Apple

Apple is going further into the ad business. Soon, a paid advertisment will be added to the Today tab of the App Store. And a paid link will be added to the product pages for individual applications.

These will join the Search Ads that are already included in the App Store.

Apple acting as an advertising broker is likely to be controversial because the company has taken a strong stance on targeted ads provided by Google, Facebook and others.

Today in Apple history: Martin Scorsese ad makes Siri look like a superstar

By

Scorsese Siri
"Hey Siri, am I here to f***ing amuse you?"
Photo: Apple

July 23: Today in Apple history: Martin Scorsese Apple ad makes Siri look like a superstar July 23, 2012: Looking for the perfect spokesman for its new virtual assistant Siri, Apple turns to Martin Scorsese, the legendary filmmaker behind some of Hollywood’s most violent gangster movies.

The new television commercial shows the director using Siri voice commands to juggle his busy schedule. One in a string of celebrity-studded Siri ads, it ranks among the best.

3 quick video ads tout Apple Pay security advantages

By

3 quick video ads tout Apple Pay security advantages
Apple points out the security weaknesses of physical credit cards.
Screenshot: Apple

The iPhone’s wireless payment system is more secure than credit cards, and Apple wants to make sure everyone knows it. That’s why the company created three short video ads to show off the advantages of Apple Pay.

Watch them now to learn more about the contactless payment system built into certain Apple devices.

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

By

An vividly animated Apple ad showcases Paul McCartney's
A 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 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.