Summary Of Apple

In 1997, Apple was on the brink of bankruptcy. So, Steve Jobs approved the unique “Think Different” ad campaign to refresh Apple’s image. A long list of exceptional people (such as physicist Albert Einstein and civil rights protester Rosa Parks) appeared in ads accompanied by only the Apple logo and the words “Think different.” The ads appeared in magazines and on billboards and buses. On TV, the commercial included spoken words, in part: “Here’s to the crazy ones . . . The rebels. The troublemakers . . . The ones who think differently . . . [T]he people who are crazy enough to think they can change the world are the ones who do.”

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