# The History of Apple's 'Think Different' Campaign How Steve Jobs' iconic ad series transformed the tech world - **Source:** [Cult of Mac](https://brifing.si/source/7e2968d9-bc24-4286-8f9e-146807f06336) - **Published:** 2026-08-08 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/999fecde-327c-4974-ab2a-b1f0962e1457 ## Turnaround Story In 1997, Apple was struggling with financial troubles and management crises. The company's stock had fallen 70% in 3 years. Steve Jobs' return as interim CEO marked the beginning of moves that would change Apple's fate. The 'Think Different' campaign became the symbol of this transformation. ## Birth of the Campaign Jobs worked with ad agency TBWA\Chiat\Day to develop the 'Think Different' concept. The campaign featured black-and-white imagery of world-changers like Einstein, Gandhi and Picasso. The 60-second commercial emphasized Apple's innovative spirit. ## Meaning Behind the Slogan The 'Think Different' slogan became a cornerstone of Apple's corporate identity. The deliberate grammatical 'error' (using 'different' instead of 'differently') was a conscious choice. Jobs explained it carried a message of 'not accepting the status quo'. ## Creative Team Blade Runner director Ridley Scott helmed the campaign. Copywriter Craig Tanimoto's 'Here's to the Crazy Ones' speech became one of Apple's most memorable texts. Richard Dreyfuss provided the voiceover for the commercials. ## Technical Details The campaign included 17 different commercials. Each 60-second spot aired during prime time on ABC, CBS and NBC. With a total budget exceeding $100 million, it was a record investment for its time. ## Consumer Response The campaign created deep emotional connections with Apple fans. By 1998, the company's brand value increased by 33%. Surveys showed 72% of consumers found the campaign 'inspiring'. Apple's market share doubled within two years. ## Iconic Posters Alongside TV spots, over 30 poster designs were created. Each featured a different historical figure. Distributed free at universities and tech hubs, the posters created viral buzz. ## Impact on Business The campaign set new standards in marketing. Harvard Business Review named it one of 'the 10 most influential ad campaigns in history'. Other tech companies began developing similar emotional connection strategies. ## Product Launch Synergy The campaign's success paved the way for the 1998 iMac G3 launch. With its colorful, transparent design, the iMac embodied the 'Think Different' philosophy. Selling 2 million units in its first year, it restored Apple's profitability. ## Enduring Legacy 'Think Different' became integral to Apple's corporate identity. On its 25th anniversary, Apple re-released the original ads on digital platforms. Even today, this campaign forms the foundation of Apple's innovative image. ## Sources covering this story - https://www.cultofmac.com/apple-history/think-different — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._