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5 2000 edit think different edit main article think different think different was an advertising slogan created by the new york branch office of advertising agency tbwa chiat day 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 no longer uses the slogan its commercials usually end with a silhouetted apple logo and sometimes a pertinent website address television commercials edit significantly shortened versions of the text clarification needed were used in two television commercials titled crazy ones 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 thirty second commercial used many of the same people but closed with jerry seinfeld instead of the young girl in order they were 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 print advertisements edit print advertisements from the campaign were published in many mainstream magazines such as newsweek and time these were often 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 apple s 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 2001 present edit switch edit main article switch advertising 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 ipod edit 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 the ting tings yael naïm css caesars and wynton marsalis successive tv commercials have also used increasingly complex animation newer techniques include the use of textured backgrounds 3d arenas and photo realistic lighting on silhouette characters the completely remastered ads for the 2nd generation ipod nano have a different design in which the background is completely black the colored ipod nanos shine light and glow showing some of the dancers holding the ipod nanos while a luminescent light trail 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 get a mac edit main article get a mac the two characters from the ads who personify a windows pc left john hodgman and a mac pc justin long 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 the campaign officially ended in 2010 due to the introduction of the ipad citation needed 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 computer and a windows pc respectively 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 with david mitchell as the windows pc and robert webb as the mac computer the japanese ones are played by rahmens with jin katagiri as the windows pc and kentarō kobayashi as the mac computer in april 2009 justin long revealed that the get a mac commercials might be done 9 in may 2010 the get a mac was officially ended and the web pages began to redirect to a new why you ll love mac page with more features on the macintosh hardware and software 10 genius ads edit apple debuted a new series of ads produced by tbwa media arts lab during television broadcasts of the 2012 summer olympics opening ceremony the ads portrayed people in everyday situations being assisted by an employee from the company s genius bars the ads were widely criticized with some including former tbwa chiat day creative director ken segall remarking that it portrayed apple customers as clueless 11 12 13 iphone ads edit apple has aired many advertisements promoting the different models of the iphone since its initial release in 2007 this company is well known for their advertisements and marketing strategy apple segments its customer base by using behavioral demographic and psychographic factors 14 within their iphone which advertising apple has made it a point to highlight the key features that their phone has to offer apple highlights claimed superior performance camera quality privacy and several other factors which that they say set their product apart 15 apple aims to win over the majority of smartphone users by showing customers the great features the iphone has to offer one way apple does this is by sending ordinary users out into the world to capture pictures and videos 16 the ads show how the camera feature works and claim that such pictures can be taken by anyone as long as it is only on an iphone not other brand s phones a second strategy apple has is comparing their product with rival products in their advertisements ads that show the relative advantage the iphone has over competitor products they focus on potential switchers who currently are using another smartphone brand the iphone advertising campaign took flight in 2007 and has continued into 2019 apple released the first advertisement for the iphone in february 2007 during the national broadcast of the academy awards the 30 second commercial featured cuts of famous figures answering their telephones all saying hello 17 as it progressed the ad showed more recent versions of the telephone it ended with a preview of the first generation iphone to draw a connection between the iphone 18 other features included in those advertisements were email camera and general touchscreen capabilities in september 2016 the don t blink web video campaign was launched which described the new apple product line in 107 seconds with fast typography it has since gone on to become an often used video template on social media apple music ads edit apple music ads have had a theme throughout recent years apple uses celebrities like dancers and singers to star in their apple music commercials along with their ear bud commercials starring dancer like lil buck in 2016 taylor swift released her new apple music ad that featured a drake song not only was this successful for apple because of the humor of the plot line but it spurred a 431 jump in sales for drake 19 crush edit see also ipad pro 7th generation crush advertisement controversy external videos crush ipad pro apple at the wayback machine archived may 6 2025 on may 7 2024 apple released an advertisement called crush for the ipad pro featuring a variety of instruments and art supplies such as an arcade cabinet piano and paints being destroyed by a hydraulic press and symbolically compressed into an ipad pro with the song all i ever need is you by sonny cher as background music the advertisement received broad criticism online with hugh grant describing the advertisement as a destruction of the human experience on may 9 2024 tor myhren apple s vp of marketing communications issued an apology for the advertisement stating creativity is in our dna at apple and it s incredibly important to us to design products that empower creatives all over the world our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through ipad we missed the mark with this video and we re sorry 20 21 22 23 criticism edit apple s advertising has come under criticism for adapting other creative works as advertisements and for inaccurate depictions of product functionality some artists and unrelated businesses have complained that apple s advertisements use their ideas a 2005 ipod campaign starring rapper eminem called detroit was criticized for being too similar to a 2002 advertisement for lugz boots 24 a 2006 television advertisement was made by a director who had also made music videos for an american band and the ad was criticized for being too similar to the music videos 25 artist christian marclay denied apple the rights to his 1995 short film telephones to market apple s iphone but apple ran an ad during the 2007 academy awards broadcast that seems like a tribute to marclay s experimental film 26 25 in july 2007 colorado based photographer louie psihoyos filed suit against apple for using his wall of videos imagery to advertise for apple tv apple had allegedly been negotiating with psihoyos for rights to the imagery but backed out and used similar imagery anyway psyhoyos later dropped the lawsuit 27 25 generally copyright law prohibits copying specific expressions but does not prohibit adapting ideas for other purposes including as a tribute through allusions to works created by the honored artist 25 in august 2008 the advertising standards authority asa in the uk banned one iphone ad from further broadcast in its original form due to misleading claims the asa took issue with the ads claim that all parts of the internet are on the iphone when the device did not support java or adobe s third party flash web browser plug in 28 the newer iphone ads presented a sequence shortened caption at the beginning citation needed in 2012 apple was sued in australia for branding its 2012 ipad as being 4g capable even though the ipad was not compatible with australia s 4g network apple offered a refund to customers for all ipads sold in australia 29 apple inc agreed to pay a a 2 25 million penalty for misleading australian customers about its ipad being 4g capable 30 references edit apple inc apple macintosh 18 page brochure digibarn computer museum archived from the original on april 28 2006 retrieved april 24 2006 apple inc 1984 newsweek macintosh ads guidebook newsweek retrieved april 24 2006 pogue david joseph schorr 1993 macworld macintosh secrets san mateo idg books worldwide inc p 251 isbn 1 56884 025 x alexander street a proquest company video alexanderstreet com retrieved october 29 2024 piller charles february 1994 macintosh mystique macworld 112 120 apple commercial spike lee march 23 2008 archived from the original on december 13 2021 retrieved may 5 2021 ina fr institut national de l audiovisuel apple spike lee ina fr in french retrieved may 5 2021 ina fr institut national de l audiovisuel apple georges clinton publicité ina fr ina fr in french retrieved may 5 2021 macrumors april 8 2010 apple s get a mac commercials discontinued macrumors retrieved may 29 2010 macrumors may 21 2010 apple officially ends get a mac campaign revamps why you ll love a mac feature macrumors archived from the original on may 24 2010 retrieved may 29 2010 hof robert july 30 2012 viewers give apple s genius olympic ads a d for dumb forbes retrieved october 18 2012 foresman chris august 22 2012 the apple genius ads everyone hated are over ars technica condé nast retrieved october 18 2012 parekh rupta diaz ann christine august 7 2012 the apple genius ads everyone hated are over advertising age retrieved october 18 2012 bhasin hitesh november 7 2017 marketing strategy of apple iphone apple iphone marketing strategy hall zac apple targeting android users with latest iphone ad campaign apple iphone advertising marketing campaigns and videos sullivan mark here s the first tv commercial for the original iphone hello mickalowski kyle apple s iphone launch a case study in effective marketing pdf mcintyre hugh taylor swift s apple music commercial spurred a 431 jump in sales for drake forbes retrieved november 28 2017 snider mike apple says we re sorry for crush ipad pro ad that seems to demolish creativity usa today retrieved may 13 2024 apple apologises for hydraulic crush advert that missed the mark reuters may 9 2024 retrieved may 13 2024 apple apologises for hydraulic crush advert that missed the mark dezeen may 10 2024 retrieved may 13 2024 nudd tim may 9 2024 apple apologizes for ipad pro ad that missed the mark ad age retrieved may 13 2024 elliot stuart october 25 2005 is imitation flattery theft or just coincidence new york times retrieved october 18 2012 1 2 3 4 brustein joshua 10 september 2014 ok go apple ripped off our video bloomberg com archived from the original on 2016 04 06 retrieved 2017 07 02 ryan block july 5 2007 apple s little problem with ripping off artists engadget archived from the original on july 11 2007 retrieved july 5 2007 apple faces two lawsuits for alleged copyright violations engadget july 4 2007 apple iphone ad banned in the uk due to misleading claims appleinsider august 27 2008 frith david april 3 2012 apple courts trouble with ipad s 4g claim the australian retrieved april 3 2012 apple to pay 2 22 mn fine for misleading ad the times of india june 8 2012 external links edit the macintosh marketing campaign macintosh television advertising over thirty years v t e apple inc history outline environment marketing supply chain trade unions products hardware mac imac pro macbook air neo pro mini studio pro mac models by cpu type ipod classic mini nano shuffle touch iphone hardware history iphone models ipad mini air pro accessories ipad models other apple sim airpods pro max airtag beats pill homepod mini silicon tv vision pro watch force touch software operating systems ios ipados ios history ipados history apps macos history server apps tvos watchos visionos bridgeos darwin classic mac os carplay classroom homekit core foundation filemaker final cut pro compressor motion logic pro mainstage ilife garageband imovie...