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“Think Different”: Apple’s Iconic Campaign

  • Writer: Jessica Bishop
    Jessica Bishop
  • Sep 17, 2024
  • 3 min read

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In the late 1990s, Apple Inc. found itself at a crossroads. With dwindling sales and an uncertain future, the tech giant needed more than just a new product; it needed a revolution. This revolution came not from a device but from an idea encapsulated in two words: “Think Different.” Launched in 1997, the “Think Different” campaign was more than an advertising slogan; it was a declaration of Apple’s ethos and a catalyst for one of the most remarkable turnarounds in business history.


Rekindling Apple’s Core Values


The campaign, featuring black-and-white portraits of trailblazing individuals who had changed the world, wasn’t about selling computers; it was about selling an idea. Apple aligned itself with the likes of Albert Einstein, Martin Luther King Jr., and Mahatma Gandhi, effectively saying, “to use Apple products is to be among the ranks of these great minds.” This bold move reignited the fundamental Apple principle of valuing innovation and thinking outside the box.


Emotional Resonance and Brand Identity


“Think Different” did what many thought impossible — it humanized technology. Apple’s campaign tapped into the human desire to make a mark on the world, to be different and exceptional. This emotional resonance transformed Apple’s brand identity, turning it from a computer company into a lifestyle choice for the creative, the courageous, and the forward-thinking.


The Impact on Apple’s Internal Culture


The effects of the campaign rippled through the very fabric of Apple’s internal culture. It rejuvenated a beleaguered workforce, giving employees a reason to believe not just in their products but in the philosophy of their company. “Think Different” was a morale booster, a rallying cry that Apple was down but not out.


Cultivating a Dedicated Consumer Base


Perhaps the most profound impact of “Think Different” was on Apple’s customers. The campaign cultivated a sense of belonging to an exclusive club of non-conformists and innovators. It wasn’t just about purchasing a product; it was about adopting an identity. This sense of belonging created a dedicated — and eventually fanatical — consumer base that would loyally follow Apple into the era of the iPod, iPhone, and beyond.


A Financial Resurgence


On the financial front, “Think Different” marked the beginning of Apple’s resurgence. It restored consumer confidence and interest in a brand that many had written off. Following the campaign, Apple saw a significant uptick in sales and, more importantly, a renewed investor confidence that set the stage for the company’s growth in the new millennium.


Legacy of “Think Different”


Today, the legacy of “Think Different” endures. It’s seen in every sleek Apple product, in every intuitive interface, and in the company’s continued commitment to innovation. The campaign’s original run may have been relatively short, but its message has become a permanent part of Apple’s identity.


In closing, “Think Different” was more than an effective marketing ploy; it was a pivotal moment in Apple’s history that redefined its future. It was a stark reminder of the power of belief — in oneself, in one’s ideas, and in one’s capacity to change the world. Apple’s journey since “Think Different” has been nothing short of extraordinary, a testament to the enduring power of thinking differently.


The “Think Different” television advertisement campaign featured many iconic 20th-century personalities, including:

These individuals were selected to embody the spirit of innovation and non-conformity that Apple aimed to associate with its brand. Other leaders were highlighted in print versions of the “Think Different” campaign.


The advertisement, narrated by Steve Jobs, can be accessed on YouTube. The background of the campaign and the revamping of the Apple product line can also be accessed on YouTube.


 
 
 

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