The document discusses Apple Inc.'s advertising strategy, notably the successful 'Think Different' campaign launched in 1997, created by the advertising agency Chiat/Day. It highlights key elements such as memorable television commercials featuring iconic figures and print ads featuring historic portraits, which ultimately contributed to Apple's brand reputation and product success. The campaign received various accolades, including an Emmy and a Grand Effie award, symbolizing its effectiveness in transforming Apple's marketing approach.

1. Apple Inc.
The Journey from a
Garage to Infinity
A presentation by Mohd Samim Faizy

2. Advertising strategyAbout Apple
The Man behind Apple

4. Advertising strategy
Apple focused on many categories while considering
its advertising strategy. It took into consideration the
location of the people, the usage and demand for
certain technological updates but just like its first
product in the beginning every strategy boosted after a
minor setback.
“…because the customer doesn’t know what to expect
next, until we show it to them.”
-Steve Jobs

5. Think Different
• Apple’s one of the major, most successful
advertising slogan was “Think Different”.
• It was started in 1997 for Apple Computers by
the Los Angeles office of advertising agency.
• The words "think different" were created by
Chiat/Day art director Craig Tanimoto.
• The text of the various versions of this
commercial were written by Rob Siltanen and
Ken Segall.

7. Television commercials
Significantly shortened versions of the text
were used in two television commercials,
known as "Crazy Ones"
The one-minute commercial featured black-
and-white footage of 17 iconic 20th century
personalities.

8. They were:
 Albert Einstein
 Bob Dylan
 Martin Luther King
 Mahatma Gandhi
The commercial ends with an image of a young girl opening her
closed eyes, as if making a wish.
• The thirty-second commercial was a shorter version of the previous
one, using 11 of the 17 personalities, but closed with Jerry Seinfeld,
instead of the young girl.
• Another early example of the "Think Different" ads was on February
4, 1998, months before taking the colours out of the logo, where a
commercial aired with a snail carrying an Intel Pentium II chip on its
back moving slowly, as the Power Macintosh G3 claims that it is
twice as fast as Intel's Pentium II Processor.

10. Steve Jobs said this to explain the
strategy behind the slogan
“The minute that you understand that you can poke
life and actually something will, you know if you
push in, something will pop out the other side, that
you can change it, you can mould it.”

11. Print Advertisements
Two steps:
• Initially they were traditional showcasing
computers or electronics with the slogan.
They were published in magazines like
Newsweek and Time.
• Gradually they featured a portrait of one
historic figure, with a small Apple logo and the
words "Think Different" in one corner, with no
reference to the company's products.

13. Posters
Promotional posters from the campaign were produced in
small numbers in 24 x 36 inch sizes. They featured the
portrait of one historic figure, with a small Apple logo and
the words "Think Different" in one corner. The posters were
produced between 1997 and 1998. There were at least 29
different Think Different posters created.
In addition, around the year 2000, Apple produced the ten,
11x17 poster set often referred to as "The Educators Set",
which was distributed through their Education Channels.

15. The "Think Different" Campaign proved to be
an enormous success for Apple and therefore
used iMac personal computer and later
the Mac OS X operating system.
The spot would garner numerous awards and
accolades, including the 1998 Emmy Award
for Best Commercial and the 2000 Grand Effie
Award for most effective campaign in
America.

16. Since late 2009, the box packaging
specification sheet for iMac computers has
included the following footnote:
Macintosh Think different.

17. iMac, iPod, iPhone, iPad, iBook
Why the obsession with ‘i’?