The Legacy of Apple’s “Think Different”

The Ad: Black-and-white archival footage of 20th-century visionaries and rebels: Albert Einstein, Bob Dylan, Martin Luther King Jr., John Lennon, Amelia Earhart, Mahatma Gandhi, Pablo Picasso, and others. No living figures were shown. The ad was narrated by actor Richard Dreyfuss (though a version with Steve Jobs' voice was also recorded).

The Words: The copy, reportedly workshopped by Jobs himself, was a poetic ode:

"Here's to the crazy ones. The misfits. The rebels. The troublemakers... Because the people who are crazy enough to think they can change the world are the ones who do."

The Soundtrack: No music, just the solemn, inspiring narration.

The Product: None. Not a single Apple computer, mouse, or screen appeared. The ad ended with the rainbow-colored Apple logo and the words "Think Different."

Reframed Apple's "Otherness": Apple's dwindling market share was no longer a weakness; it was proof you weren't a conformist. Buying Apple was an act of aligning yourself with Einstein and Gandhi, not a pragmatic choice for the best spreadsheet software.

Validated the Core Customer: It told the artists, designers, educators, and creatives who had stuck with Apple through its dark days: "You were right. We see you. This is for you."

Created an Aspirational Tribe: It invited everyone else to want to be part of this club of "crazy ones." It made the product a badge of membership in an elite group of world-changers.

It Defined the "Why": Simon Sinek's "Start With Why" concept is embodied here. Before the iMac, iPod, or iPhone, Apple told you why it existed: to empower creative minds to challenge the status quo. Every product launch thereafter was merely the "how."

It Made Innovation Emotional: It connected the dry concept of "innovation" to the profound human emotions of passion, rebellion, and genius. This emotional equity allowed Apple to command premium prices and fierce loyalty.

It Provided a Filter for Everything: This philosophy dictated product design (simple, elegant, human-centric), retail experience (the "Genius Bar," open spaces), and even corporate structure (small, focused teams). If an idea didn't help people "think different," it was discarded.

It Saved and Redefined the Brand: It is the single most important non-product factor in Apple's turnaround. It provided the ideological foundation upon which the iMac G3, iPod, and iPhone were built and marketed. The iPod wasn't just an MP3 player; it was a tool for the "crazy ones" to soundtrack their lives differently.

It Invented Modern Purpose-Driven Branding: Decades before "brand purpose" became a buzzword, Apple demonstrated that a company could stand for an idea bigger than its products. It showed that marketing could be about shared values, not just features and benefits.

Its Aesthetic Became Apple's Aesthetic: The stark, minimalist, black-and-white homage to iconic thinkers informed Apple's entire visual language: clean product photography, uncluttered stores, and the "hero shots" of devices against white backgrounds.

The Mantra Lived On: While the official campaign ended around 2002, its spirit never died. It evolved into "Here's to the crazy ones. Again." for the iPhone launch. It's present in the "Shot on iPhone" campaigns that empower everyday creativity. The 2022 iPhone 14 ad, "The Greatest," directly channels the rebellious, energetic spirit of the "crazy ones."