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1. “IPhone 11 — Night mode” (2020)
2. “iPhone X — Unlock” (2018)
3. iPhone 7 — “Morning Ride” (2016)
4. “Think Different” (1998)
5. “1984” (1984)
“Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch and Apple TV. Apple’s four software platforms — iOS, macOS, watchOS and tvOS — provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay and iCloud. Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it.“
“We’re a diverse collective of thinkers and doers, continually reimagining what’s possible to help us all do what we love in new ways. The people who work here have reinvented entire industries with the Mac, iPhone, iPad, and Apple Watch, as well as with services, including Apple TV, the App Store, Apple Music, and Apple Pay. And the same innovation that goes into our products also applies to our practices — strengthening our commitment to leave the world better than we found it.”
Steve Jobs, today strongly associated with the “Think Different” campaign, in fact didn’t appreciate it at all. Rob Siltanen, who was the Creative Director and Managing Partner at TBWA/Chiat/Day working on the Apple pitch in 1997 said that Jobs “was blatantly harsh on the commercial that would eventually play a pivotal role in helping Apple achieve one of the greatest corporate turnarounds in business history“.
There are many lofty stories about the history of the Apple logo but the reality was much more mundane. The name was inspired by Steve Jobs’s visit to an apple farm when he was on a fruitarian diet. Jobs thought the name “Apple” was “fun, spirited and not intimidating”. The logo was designed with a bite so that a small logo looked like an apple and not a cherry.
1. Ad Age on iPhone SE’s launch
“Apple Launches A New Cheap IPhone To Boost Sales Ahead Of Its 5G Model”, Ad Age, Apr 2020,
2. Apple’s effectiveness case study
M. Ritson, “Watch: Ritson On The Power Of Apple’s Brand Positioning”, Marketing Week, Jul 2019,
3. Forbes on Apple’s marketing strategy
C. Moorman, “Why Apple Is Still A Great Marketer And What You Can Learn”, Forbes, Jan 2018,
4. In-depth article about the “Think Different” campaign
R. Siltanen, “The Real Story Behind Apple’s ‘Think Different’ Campaign”, Forbes, Dec 2011,