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.
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 Steve Jobs, will forge a future far different from its floundering, money-losing days of the early 1990s.
The outside ad agency dedicated to Apple marketing was hit with a big round of layoffs this week.
Media Arts Lab cut about 50 employees across multiple divisions of the company. Owned by Apple’s longtime ad partner TBWA Worldwide, Media Arts Lab counts Apple as its only client. The Los Angeles based company helps Apple come up with advertisements for many of its popular products, but is facing changes as Apple’s needs evolve.
Apple is suing Swatch over the Swiss watchmaker’s “Tick different” trademark.
Apple claims the trademark is a play on the “Think different” slogan it used for an iconic ad campaign in the late 1990s. To win the legal battle, Cupertino must prove that at least 50 percent of consumers associate the phrase with Apple branding.
Having developed the world’s first commercial antivirus software, John McAfee now wants to clean the malware out of politics — and he’s using one of Apple’s most iconic advertising mantras to do so.
Libertarian presidential candidate McAfee’s new ad encourages American citizens to “Vote Different,” and uses the same verbiage as Apple’s famous “Think Different” ads from 1997. But it features footage of figures like Ron Paul, Aaron Schwartz, Jeffrey Tucker, Peter Thiel and Elon Musk instead of the historical figures in Apple’s ad.
Is it enough to take him into the White House? Check it out below to make up your own mind!
It’s been many years since Apple last used its famous “Think Different” advertising slogan, which accompanied the company’s ads from soon after Jobs’ return in 1997 until the launch of the iMac G4 in 2002.
Almost a decade-and-a-half later, however, Apple’s not content to let the trademark lapse on its iconic mantra: this month updating it for the first time since 2009 with a new European Patent and Trademark Office filing.
We don’t know if Apple head Tim Cook’s office got a good going-over before ABC News stopped by last night, but we like to think that it’s always that tidy.
The CEO appeared on World News Tonight to discuss privacy and the company’s ongoing conflict with the FBI, but it was significant for another reason. And both Cook and anchor David Muir couldn’t help but point it out.
“Thanks for having us in your office,” Muir said. “I don’t think we’ve ever done an interview in your office before.”
“I’m not sure I’ve ever done an interview in the office,” Cook replied.
So what does the head of Apple keep handy when he’s hard at work? A lot of cool stuff, actually.