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

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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 famous 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.

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

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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 slaps Swatch with lawsuit over ‘Tick different’ trademark

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Swatch Tick different
Sounds remarkably similar to "Think different."
Photo: Swatch

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.

Vote different? John McAfee ‘borrows’ from Apple in presidential bid

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John McAfee at DefCon 2014.
Here's to the crazy ones...
Photo: NullSession/Flickr CC

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!

Apple keeps ‘Think Different’ slogan alive with renewed trademark

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ThinkDifferent
Still crazy after all these years!
Photo: Apple

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.

Take a virtual tour of (half of) Tim Cook’s office

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Tim Cook office ABC News
Tim Cook's office has more Easter eggs than a Marvel movie.
Photo: ABC News/"World News Tonight with David Muir"

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.

Celebrate Steve Jobs’ life with this amazing video from 1997

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Steve-Jobs-1955-2011
Steve Jobs died three years ago today.

Apple co-founder and visionary CEO Steve Jobs passed away three years ago today, at the age of 56.

In addition to co-creating the company with Steve Wozniak in 1976, Jobs personally oversaw the creation of the Macintosh, iPod, iPhone, iPad, iTunes and OS X — as well as funding Pixar during its rise to prominence.

While there are plenty of great videos featuring Jobs to mark the occcasion (anyone with the slightest bit of interest in working in tech should make a point of viewing all of his Apple keynotes) the below is one of my personal favorites. It features Jobs, less than three months into his 1997 return, talking at an internal meeting about his vision for taking the company forward.

9 astonishing Apple ads you probably missed

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From sledgehammer-tossing freedom fighters to misunderstood teenagers at Christmas, Apple’s TV commercials have hit us with some truly iconic imagery over the years. But when a company has been around since the 1970s, it’s no great surprise that a select few ads would slip our collective memory.

After scouring through hundreds of big-time commercials and tiny TV spots that promoted Cupertino’s products over the years, here are our picks for the Apple advertisements that time forgot. All of them are worthy of a second look — and almost all of them for the right reasons.

The Teacher Who Illustrated This “Think Different” Chalkboard Was The Ultimate Apple Fan [Image]

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PP5Bxnz

Wow, this is incredible. Redditor Kepgnar works in the tech department of a charter school. Every month, one of the departments has to put together a message for the school’s official announcement chalkboard.

Here’s what Kepgnar came up with: a meticulously drawn “Think Different.” logo with an actually working QR code which, when scanned, leads to the YouTube version of the original commercial narrated by Steve Jobs.

How’d Kepgnar do the QR code? They designed it, then projected it onto the chalkboard and traced it. Talk about thinking differently.

Source: Reddit