In the past two decades, Apple Inc. has become appreciated for the "artistic" and free-thinking messages of its advertisements, which reflect a business plan of marketing their products to creative individuals. Their most significant ad campaigns include a 1984 Super Bowl commercial, which introduced their company as revolutionary, independent, and subversive, as well as the 1990s Think Different campaign, which featured major artists, and the "iPod people" of the 2000s, featuring several colorful, dancing silhouetted people. Apple's sensational mp3 product, the iPod, has even been showcased as a piece of contemporary art in New York's Museum of Modern Art.^{[citation needed]} Apple Inc. ... A screenshot from the commercial. ... The winning Super Bowl team receives the Vince Lombardi Trophy. ... A number of commercials are show during the Super Bowl, one of footballs biggest annual events. ... Several different Think Different posters. ... This article does not cite any references or sources. ... For other uses, see Silhouette (disambiguation). ... iPod is a brand of portable media players designed and marketed by Apple and launched in October 2001. ... This article is about the museum in New York City. ...

Since the original Macintosh Super Bowl commercial in 1984, which mimicked imagery from George Orwell's 1984, Apple has maintained a style of homage to contemporary visual art in many of its more famous ad campaigns. For example the Think Different campaign, which linked Apple to famous social figures--including artist John Lennon and social activist Mahatma Gandhi. For other uses, see Macintosh (disambiguation) and Mac. ... Eric Arthur Blair (25 June 1903 [1] [2] – 21 January 1950), better known by the pen name George Orwell, was an English author and journalist. ... This article is about the Orwell novel. ... John Winston Ono Lennon, MBE (October 9, 1940 – December 8, 1980), (born John Winston Lennon, known as John Ono Lennon) was an iconic English 20th century rock and roll songwriter and singer, best known as the founding member of The Beatles. ... “Gandhi” redirects here. ...

In 1997 the Think Different campaign introduced Apple’s new slogan, and in 2002 the Switch campaign followed. The most recent advertising strategy by Apple is the Get a Mac campaign. Switch was an advertising campaign launched by Apple Computer (now Apple Inc. ... John Hodgman as PC and Justin Long as Mac The Get a Mac campaign is a current (2006–present) television advertising campaign created for Apple Inc. ...

Today, Apple focuses much of its advertising efforts around “special events", and keynotes at conferences like the MacWorld Expo and the Apple Expo. The events typically draw a large gathering of media representatives and spectators. In the past, special events have been used to unveil the Power Mac G5, the redesigned iMac, and many other Apple products. Steve Jobs at WWDC 2006 Stevenote is a slang term for keynote speeches by Apple Computer CEO Steve Jobs, generally given at Apple events such as the Macworld Expo, and the Apple Expo. ... This article or section does not cite its references or sources. ... The Apple Expo is a European annual sales conference and technology exposition held by Apple. ... The Power Mac G5 is Apples marketing name for models of the Power Macintosh which contain the PowerPC 970 CPU. The professional-grade computer was the most powerful in Apples lineup when it was introduced, and was touted by Apple as the fastest personal computer ever built. ...

1980 - 1985

Page 1 of the 1984 “Macintosh Introduction” brochure published in Newsweek magazine.

A “Macintosh Introduction” 18-page brochure was included with various magazines in December 1983, often remembered because Bill Gates was featured on page 11.^[1] For a special post-election edition of Newsweek in November 1984, Apple spent more than US$2.5 million to buy all of the advertising pages in the issue (a total of 39).^[2] Image File history File links Download high resolution version (800x1075, 76 KB)Page 1 of original Macintosh Introduction brochure/advertisement from 1984 editions of Newsweek magazine from November-December. ... Image File history File links Download high resolution version (800x1075, 76 KB)Page 1 of original Macintosh Introduction brochure/advertisement from 1984 editions of Newsweek magazine from November-December. ... The Newsweek logo Newsweek is a weekly news magazine published in New York City and distributed throughout the United States and internationally. ... The Newsweek logo Newsweek is a weekly news magazine published in New York City and distributed throughout the United States and internationally. ... USD redirects here. ...

Apple also ran a “Test Drive a Macintosh” promotion that year, in which potential buyers with a credit card could try a Macintosh for 24 hours and return it to a dealer afterwards.

It began to look like a success with 200,000 participants, and Advertising Age magazine named this one of the 10 best promotions of 1984. However, dealers disliked the promotion and supply of computers was insufficient for demand, and many computers were returned in such a bad shape that they could no longer be sold.

1984 Television Commercial - Launching The Macintosh

A screenshot from the commercial. The unnamed heroine, running from the security guards, approaches the hall where the "workers" are assembling. She carries a sledge hammer, which she will hurl at the gigantic screen where "Big Brother" is pictured.

Main article: 1984 (television commercial)

"1984" is the title of the television commercial that launched the Macintosh personal computer in the United States, in January 1984. Apples 1984 ad, which aired during the Superbowl This work is copyrighted. ... Apples 1984 ad, which aired during the Superbowl This work is copyrighted. ... A screenshot from the commercial. ... Big Brother as portrayed in the BBCs 1954 production of Nineteen Eighty-Four. ... A screenshot from the commercial. ... The examples and perspective in this article or section may not represent a worldwide view. ... This article is about the year. ...

The commercial aired on January 22, 1984 during a break in the third quarter of Super Bowl XVIII. The ad showed an unnamed heroine (played by Anya Major) wearing orange shorts, red running shoes, and a white tank top with a Picasso-style picture of Apple's Macintosh computer, running through an Orwellian world to throw a sledgehammer at a TV image of Big Brother — an implied representation of IBM — played by David Graham.^[3] The concluding screen showed the message and voice over "On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like '1984'." At the end, the Apple "rainbow bitten apple" logo is shown on a black background. is the 22nd day of the year in the Gregorian calendar. ... This article is about the year. ... Date January 22, 1984 Stadium Tampa Stadium City Tampa, Florida MVP Marcus Allen, Running back Favorite Redskins by 2 1/2 National anthem Barry Manilow Coin toss Bronko Nagurski Referee Gene Barth Halftime show Salute to Superstars of the Silver Screen with the University of Florida and Florida State University... Anya Major in the 1984 commercial. ... It has been suggested that this article or section be merged into Sleeveless T-shirt. ... “Picasso” redirects here. ... This article does not cite any references or sources. ... Big Brother as portrayed in the BBCs 1954 production of Nineteen Eighty-Four. ... For other uses, see IBM (disambiguation) and Big Blue. ... David Graham is a British character actor and voice artist, whose work may be more familiar than his name. ... This article is about the Orwell novel. ...

1985 - 1990

In 1985 the “Lemmings” commercial aired at the Super Bowl; Apple went as far as to create a newspaper advertisement stating “If you go to the bathroom during the fourth quarter, you'll be sorry.”^{[citation needed]} Lemmings is the title of the television commercial that launched the Macintosh Office by Apple Computer in the United States, in January 1985, a year after the introduction of the Apple Macintosh in 1984. ...

It was a large failure and did not capture nearly as much attention as the 1984 commercial did. Many more brochures for new models like the Macintosh Plus and the Performa followed. The Macintosh Plus computer was the third model in the Macintosh line, introduced two years after the original Macintosh and a little more than a year after the Macintosh 512K. It originally had a beige case, but in 1987, the case color was changed to the long-lived platinum color. ... A Macintosh Performa 5200, an all-in-one desktop similar to the iMac. ...

1990 - 1995

In the 1990s Apple started the “What's on your PowerBook?” campaign, with print ads and television commercials featuring celebrities describing how the PowerBook helps them in their businesses and everyday lives.

In 1995, Apple responded to the introduction of Windows 95 with both print ads and a television commercial. Windows 95 is a consumer-oriented graphical user interface-based operating system. ...

1995 - 2000

Think Different

Main article: Think Different

Further information: List of Apple Inc. slogans

Think Different was an advertising slogan created by the New York branch office of advertising agency TBWAChiatDay for Apple Computer during the late 1990s. It was used in a famous television commercial and several print advertisements. The slogan was used at the end of several product commercials, until the advent of Apple's Switch ad campaign. Apple currently does not use the slogan, and their commercials usually end with a silhouetted Apple logo and sometimes a pertinent website address. Several different Think Different posters. ... This is a list of slogans that have been used by Apple Inc. ... Advertising slogans are short, often memorable phrases used in advertising campaigns. ... An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. ... TBWAChiatDay is the American division of the advertising agency TBWA Worldwide. ... Apple Inc. ... Switch was an advertising campaign launched by Apple Computer (now Apple Inc. ...

Even today, Think Different remains an intrinsic part of Apple's identity, alongside flagship products like the iPod and iMac. The use of the phrase, "Think Different", however, has ceased. iPod is a brand of portable media players designed and marketed by Apple and launched in October 2001. ... The original Bondi Blue iMac G3 was introduced in 1998. ...

Television commercials

Significantly shortened versions of the text were used in two television commercials titled "Crazy Ones" directed by TBWA's Jennifer Golub with a voiceover narrated by Richard Dreyfuss. One of the worlds leading advertising agencies, TBWA handles the advertising for such brands as adidas, Apple, PlayStation, and Nissan. ... Richard Stephen Dreyfuss (born October 29, 1947) is an Academy Award-winning American actor. ...

The one-minute commercial featured black and white video footage of significant historical people of the past, including (in order) Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, John Lennon, R. Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson (with Kermit the Frog), Frank Lloyd Wright, and Picasso. The commercial ends with a young girl opening her closed eyes, as if to see the possibilities before her. “Einstein” redirects here. ... This article is about the recording artist. ... Martin Luther King redirects here. ... Sir Richard Charles Nicholas Branson (born 18 July 1950 ) in Shamley Green, Surrey, England), is a British entrepreneur, best known for his Virgin brand of over 360 companies. ... John Winston Ono Lennon, MBE (October 9, 1940 – December 8, 1980), (born John Winston Lennon, known as John Ono Lennon) was an iconic English 20th century rock and roll songwriter and singer, best known as the founding member of The Beatles. ... Richard Buckminster Bucky Fuller (July 12, 1895 - July 1, 1983) was an American visionary, designer, architect, inventor, and writer. ... “Edison” redirects here. ... For other persons named Muhammad Ali, see Muhammad Ali (disambiguation). ... For other persons named Ted Turner, see Ted Turner (disambiguation). ... Maria Callas in a casual moment, 1960s Maria Callas (Greek: Μαρία Κάλλας) (December 2, 1923 – September 16, 1977) was an American born, Greek dramatic coloratura soprano and perhaps the best-known opera singer of the post-World War II period. ... “Gandhi” redirects here. ... Amelia Mary Earhart (24 July 1897 – missing 2 July 1937, declared deceased 5 January 1939) was a noted American aviation pioneer, author and womens rights advocate. ... Sir Alfred Joseph Hitchcock KBE (August 13, 1899 â€“ April 29, 1980) was an iconic and highly influential British-born film director and producer who pioneered many techniques in the suspense and thriller genres. ... For the supercentenarian, see Martha Graham (supercentenarian). ... Jim Henson, born James Maury Henson (September 24, 1936 – May 16, 1990), was the most widely known American puppeteer in modern American television history. ... Kermit singing Bein Green in the first season of Sesame Street. ... Frank Lloyd Wright (June 8, 1867 – April 9, 1959) was one of the worlds most prominent and influential architects. ... A young Pablo Picasso Pablo Picasso, formally Pablo Ruiz Picasso, (October 25, 1881 - April 8, 1973) was one of the recognized masters of 20th century art. ...

The thirty-second commercial used many of the people above, but closed with Jerry Seinfeld, instead of the young girl. In order: Albert Einstein, Bob Dylan, Martin Luther King, Jr., John Lennon, Martha Graham, Muhammad Ali, Alfred Hitchcock, Mahatma Gandhi, Jim Henson, Maria Callas, Picasso, and Jerry Seinfeld. This commercial aired only once, during the series finale of Seinfeld. This article is about the comedian. ... A series finale is the very last installment of a television series, usually a sitcom or drama. ... Seinfeld is an Emmy Award-winning American sitcom that originally aired on NBC from July 5, 1989 to May 14, 1998, running a total of 9 seasons. ...

Print advertisements

Print advertisements from the campaign were published in many mainstream magazines such as Newsweek and Time. Sometimes these were traditional advertisements, prominently featuring the company's computers or consumer electronics along with the slogan. However, there was also another series of print ads which were more focused on brand image than specific products. They featured a portrait of one of the historic figures shown in the television ad, with a small Apple logo and the words "Think Different" in one corner, with no reference to the company's products. “TIME” redirects here. ...

Still today, Apple has the social recognizability that they don't even feel the need to put their name at the end of an ad or on a product, opting to just put the Apple logo on it instead.

2001 - present

Switch

Main article: Apple Switch ad campaign

"Switch" was an advertising campaign launched by Apple on June 10, 2002. "The Switcher" was a term conjured by Apple, it refers to a person who changes from using the Microsoft Windows platform to the Mac. These ads featured what the company referred to as "real people" who had "switched". An international television and print ad campaign directed users to a website where various myths about the Mac platform were dispelled. The television commercials were directed by Errol Morris. Switch was an advertising campaign launched by Apple Computer (now Apple Inc. ... An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). ... is the 161st day of the year (162nd in leap years) in the Gregorian calendar. ... Also see: 2002 (number). ... “Windows” redirects here. ... For other uses, see Macintosh (disambiguation) and Mac. ... A website (alternatively, Web site or web site) is a collection of Web pages, images, videos or other digital assets that is hosted on one or several Web server(s), usually accessible via the Internet, cell phone or a LAN. A Web page is a document, typically written in HTML... Errol Morris Errol Morris (born February 5, 1948) is an American Academy Award winning documentary film director. ...

iPod

Apple's 2006 iPod nano advertising campaign - iPod Remastered.

Main article: iPod advertising

Apple has promoted the iPod and iTunes with several advertising campaigns, particularly with their silhouette commercials used both in print and on TV. These commercials feature people as dark silhouettes, dancing to music against bright-colored backgrounds. The silhouettes hold their iPods which are shown in distinctive white. The TV advertisements have used a variety of songs from both mainstream and relatively unknown artists, whilst some commercials have featured silhouettes of specific artists including Bob Dylan, U2, Eminem, Jet, Caesars, and Wynton Marsalis. Successive TV commercials have also used increasingly complex animation. Newer techniques included using textured backgrounds, 3D arenas, and photo-realistic lighting on the silhouette characters. The "iPod nano - Completely Remastered," series of ads for the 2nd generation iPod nano have a totally different design. The background is totally black. The colored iPod nanos shine light and glow, showing some of the dancers, holding the iPod nanos while a luminescent light trails made by moving iPod nanos. This is to display the fact that the 2nd generation iPod nanos are colored. The silhouette commercials are a family of commercials in a similar style that form part of the advertising campaign to promote the iPod, Apple's portable digital music player. The commercials include television commercials, print ads, posters in public places and wrap advertising campaigns, and are unified by a distinctive, consistent style. Image File history File links Ipodrecreated. ... Image File history File links Ipodrecreated. ... The iPod nano is a mid-range iPod portable media player designed and marketed by Apple Inc. ... An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). ... This article does not cite any references or sources. ... This article is about the iTunes application. ... This article is about the recording artist. ... This article is about the Irish rock band. ... Marshall Bruce Mathers III (born October 17, 1972), better known as Eminem or Slim Shady, is a Grammy and Academy Award-winning American rapper, record producer and actor from the Detroit, Michigan area. ... For other uses, see Jet. ... The Caesars redirects here. ... Wynton Learson Marsalis (b. ... The iPod nano is a mid-range iPod portable media player designed and marketed by Apple Inc. ... Advert redirects here. ... iPod Creative Zen Micro A digital audio player (DAP) is a device that stores, organizes and plays digital music files. ... A light rail vehicle wrapped in an iPod advertisement Wrap advertising is the practice of completely covering (wrapping) a vehicle in an advertisement or livery. ...

Get a Mac

Main article: Get a Mac

In 2006, Apple released a series of twenty-four "I'm a Mac, I'm a PC" advertisements as part of their Get a Mac campaign. Image File history File links Imamacimapc. ... A personal computer (PC) is a computer whose price, size, and capabilities make it useful for individuals. ... John Hodgman in 2006 John Kellogg Hodgman[1] (born June 1971) is an American author and humorist who is best known for his personification of a PC in Apples Get a Mac advertising campaign and his correspondent work on Comedy Central’s The Daily Show with Jon Stewart. ... For other uses, see Macintosh (disambiguation) and Mac. ... Justin Jake Long (born June 2, 1978) is an American actor, known for his performances in the films Jeepers Creepers, Waiting. ... John Hodgman as PC and Justin Long as Mac The Get a Mac campaign is a current (2006–present) television advertising campaign created for Apple Inc. ...

The ads, which are directed by Phil Morrison, star actor Justin Long (Accepted) and author and humorist John Hodgman (The Daily Show) as a Macintosh (Mac) and a PC, respectively. The format for each commercial is similar: Long introduces himself as a Mac and Hodgman introduces himself as a PC (assumed to be running the Microsoft Windows operating system), then the particular facet of computing is stated, after which the Mac is depicted as being able to do whatever the PC is able to do, but does it quicker, more safely, more creatively, or with more versatility. Phil Morrison is an American film director. ... Justin Jake Long (born June 2, 1978) is an American actor, known for his performances in the films Jeepers Creepers, Waiting. ... Accepted is a 2006 comedy motion picture about a group of high school seniors who, after being rejected from all colleges to which they had applied, create their own college. ... John Hodgman in 2006 John Kellogg Hodgman[1] (born June 1971) is an American author and humorist who is best known for his personification of a PC in Apples Get a Mac advertising campaign and his correspondent work on Comedy Central’s The Daily Show with Jon Stewart. ... The Daily Show (currently The Daily Show with Jon Stewart) is a Peabody and Emmy Award-winning American satirical television program produced by and airing on Comedy Central. ... A personal computer (PC) is a computer whose price, size, and capabilities make it useful for individuals. ... Microsoft Corporation, (NASDAQ: MSFT, HKSE: 4338) is a multinational computer technology corporation with global annual revenue of US$44. ...

Since the launch of the original ads, similar commercials have appeared in Japan and the UK. While they use the same form and music as the American ads, the actors are specific to those countries.

The UK ads feature famous comedy duo Mitchell and Webb; David Mitchell as the PC and Robert Webb as the Mac. The Japanese ones are played by Rahmens, with Jin Katagiri as the PC and Kentarō Kobayashi as the Mac. Mitchell and Webb during a performance of their The Two Faces of Mitchell and Webb stage tour. ... David Mitchell is the name of: David Mitchell (author) (born 1969), author of Ghostwritten, number9dream and Cloud Atlas David Mitchell (actor) (born 23 July 1974), star of UK television show Peep Show and BBC Radio 4s That Mitchell and Webb Sound David Mitchell (admiral) (c1642-1710), British admiral of... Robert Webb can refer to: Lieutenant Colonel Robert S. Webb, an American Second World War pilot. ... Jin Katagiri ) is a comedian, actor, sculptor, and potter born on 1973-11-27 in Saitama Prefecture, Japan. ... This article does not cite any references or sources. ...

Sponsorships

Apple is in talks with the New York Yacht Club to be a principal sponsor of an America's Cup challenge to be skippered by Paul Cayard. The New York Yacht Club is a private yacht club based in New York City and Newport, Rhode Island. ... This article is about the yachting competition. ... Paul Cayard in 1999 as manager and skipper of the AmericaOne syndicate. ...

Apple began sponsoring FreeRice, a program to fight world hunger, on 7 October, 2007. Typical screenshot of the game, showing how much rice has been donated FreeRice. ...

See also

• 1984 (television commercial)
• Get a Mac
• Think Different
• Apple Switch ad campaign
• List of Apple Inc. slogans

A screenshot from the commercial. ... John Hodgman as PC and Justin Long as Mac The Get a Mac campaign is a current (2006–present) television advertising campaign created for Apple Inc. ... Several different Think Different posters. ... Switch was an advertising campaign launched by Apple Computer (now Apple Inc. ... This is a list of slogans that have been used by Apple Inc. ...

References