Apple History: Famous for the Slogan "Think Different" - SafeLink

Apple History: Famous for the Slogan “Think Different”

Apple Inc. is a multinational technology company based in Cupertino, California popular with the slogan “Think Different”. Unlike their competitors such as Microsoft Windows and Android devices from Google, Apple products use exclusive hardware & software. The company’s history of success cannot be separated from the role of its founders Steve Jobs, Steve Wozniak and Ronald Wayne.

Apple products include iPhone, iPad, Mac computers, Apple Watch, Apple TV, and HomePod. Apple’s software suite includes macOS and iOS, iTunes media player, Safari web browser, and the creativity and productivity tools iLife and iWork. As well as various professional applications such as Final Cut Pro, Logic Pro, and Xcode. Its online services include the iTunes Store, iOS App Store and Mac App Store, Apple Music, and iCloud.

Apple Inc. Company History
Steve JobsAt first the Apple company was founded by Steve Jobs, Steve Wozniak, and Ronald Wayne. In a quote from ThoughtCo, Apple’s first office was simply a garage. Steve Jobs and Steve Wozniak worked in Jobs’s garage at first. In April 1976 to develop and sell the Apple I personal computer, made by Wozniak.

This company was officially established under the name Apple Computer, Inc. in January 1977. Apple has a long history from being a start-up company to going public in 1980 and making huge profits.

Over the next several years, Apple produced new computers that had a colorful graphic display like the first Macintosh in 1984. Advertisements for Apple products received much praise. However, the high price of the product and the little software was the source of divisions among company officials.

In 1985, Wozniak left Apple and Jobs resigned. Jobs brought a number of Apple employees and founded a new company the following year, NeXT. Apple’s top-up reshuffle continued until CEO Gil Amelio decided in 1997 to buy NeXT and invite Jobs back to Apple.

Apple ProductThe decision by Apple CEO at the time, Gil Amelio, to bring Steve Jobs back to Apple was because the company’s sales figures continued to decline because its competitors sold cheaper products, especially computers that used the Microsoft Windows operating system.

Apple was again successful and profitable. In January 2007, Jobs announced that Apple Computer, Inc. changed its name to Apple Inc. In August 2011, Jobs resigned from his position as CEO due to health problems and was replaced by Tim Cook. Two months later, Jobs died.

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Apple’s global annual revenues totaled $ 229 billion in fiscal year 2017. Apple is the world’s largest information technology company by revenue and the world’s third-largest mobile phone maker after Samsung and Huawei. In August 2018, Apple became a U.S. public company. the first one whose value is above US $ 1 trillion.

Apple Logo and Brand Philosophy
Initially, the history of the Apple name was inspired by the story of an apple falling over Isaac Newton’s head, the early Apple logo was a picture of Newton sitting under a tree, pictured by Ronald Wayne. However, in 1977, Jobs found the logo hard to remember because it had too many small details and made the printing process difficult. So, the Apple logo turned into a bitten apple.

Apart from the reason that the irregular rainbow colors depict Apple’s screen colors which at that time varied this also implied that Apple was free and creative which was out of the ordinary. This refers to Apple’s slogan which is still popular today, namely “Think Different”.

Apple LogoBut in the end, Jobs decided to replace the Apple logo with a different Monochromatic color. The reason was because colored logos were very difficult to produce at the time. Each color must go through a different step, the machine at that time could not print many colors at once.

In the following year the Apple logo underwent several changes by using the solid color white, which is another form of the Apple Monochromatic logo. Then in 2001 the logo was stylized with the embossed “Aqua Version” effect. then the chrome version in 2007 to the present.

Actually there are many urban stories about the origin of the Apple logo. One of the most interesting stories is that the Apple logo is a tribute to Alan Turing (23 June 1912 – 7 June 1954). Alan has a big role in the development of computer technology. And the British war hero against Germany, with the help of a computer developed by Alan and his team.

Alan Turing is a homosexual who at that time considered illegal in the UK, he committed suicide with cyanide poison. An apple that was eaten halfway was found on the side of his body, which is thought to contain a fairly deadly poison. However, Rob Janoff, designer of the Apple logo at the time, said the bite on the Apple logo was actually meant to distinguish it from a cherry.

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History of Think Diffrent’s Slogan
Think different is an advertising slogan used from 1997 to 2002 by Apple Computer, Inc., which is now called Apple, Inc. The campaign was developed by the Los Angeles advertising agency TBWA \ Chiat \ Day. This slogan has had wide success in response to the IBM slogan “Think.”. Use of this Slogan includes television commercials, some print advertisements, and some TV promos for Apple products.

Think DifferentThe word Think Diffrent was born by the thoughts and great contributions of professionals in all departments at the agency that worked with Apple at that time. These parties range from account services, art purchases, production, to contract negotiators and media buyers who secure a number of ad spots and Apple’s intellectual property. The size of the team involved, both at the agency and at Apple, proves that the success of this slogan is the result of teamwork.

During one discussion they had to choose between “Think Different” and “Think Differently,” Steve Jobs insisted that he wanted the word “Different” to be used as a noun, as in “Think Win” or “Think Beauty”. Jobs specifically said that “Think Differently” would not have the same meaning for him as these phrases. Jobs wanted to make it sound like a common everyday word, like the phrase “Think Big.”

Upon its release, the “Think Different” Campaign proved to be a huge success for Apple and TBWA \ Chiat \ Day. Awards and accolades continue to be won, including the 1998 Emmy Award for best commercial and the 2000 Grand Effie Award for most effective campaign in America. The success of the “Think Different” campaign, together with the return of Steve Jobs, strengthens the Apple brand.

This slogan has managed to go down sweet history and rebuild Apple’s brand image more than ever. Apple is establishing itself as the brand with the best products for the hugely successful personal iMac all-in-one. computer and later the Mac OS X operating system (now named macOS). In 2020, “Think Different” is still visible on the back of the iMac case.

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Apple Product Success (iMac – iPhone)
In 1996, Apple almost went bankrupt because at that time Apple was just a computer company without any uniqueness. This was exacerbated by the release of Windows 95 by Microsoft to get rid of Mac technology. It immediately made Apple a minor player in the computer business with shrinking market share, falling prices, and falling profits.

Apple CEO at the time Gil Amelio in 1997 decided to buy NeXT and invited Jobs to return to Apple. The first steps Jobs and Wozniak took to save Apple were; trying to integrate the UNIX-based operating system NeXTstep with the Mac OS that is applied to the Macintosh PC.

As a result, a new PC product derived from the Macintosh variant that comes with the all-in-one PC concept. This computer was created with the aim of gaining market share for users at the personal home and education level. This pc named iMac finally began to be owned by consumers in August 1998.

Things started getting better in 1999 when Apple launched the iBook portable PC. Over time this computer product is reaping success in the market. The success of the iMac seems to pave the way for the success of this nearly bankrupt company product. This product is actually a development of the failed PowerBook portable PC in the John Sculley era.

At the time of entering the millennium era (2000s), Apple became a major brand in the world of technology as a company rich in innovation and trendsetting. Apple’s next innovation is the iPod released in 2001. Then followed by the iPhone in 2007 after that followed by a tablet computer called the iPad.

One of the things that made Steve Jobs successful is the return to the goal of Apple products is to restore the basic idea of ​​the brand and brand values. Apple is “making technology so simple that everyone can be part of the future”. The Apple brand idea is not only reflected by Apple (software and hardware), but also well communicated in promotional ads to their retail stores.