Which company’s famous slogan is ‘Think Different’?

# Short answer

# Why it matters "Think Different" wasn't a product tagline. It was a strategic branding move launched in 1997 when Apple Computer, Inc. was trying to recover market momentum. The slogan and its creative execution reframed the company as aligned with creators and unconventional thinkers instead of focusing on technical specifications.

# How the campaign worked The campaign was created by TBWA\Chiat\Day and led with a short television commercial called "Here's to the Crazy Ones." The ad used black-and-white archival footage of notable historical figures—scientists, artists, and activists—and a narrated line that tied those figures to the idea of changing the world. Rather than listing features, the campaign sold an identity: that Apple belonged to people who think and act differently.

# The wording choice

# Distribution and reach Apple ran the slogan across multiple channels: TV spots, print ads, and posters placed in public spaces including schools. The visual style—monochrome footage and focused portraits—paired with sparse copy gave the campaign a premium, cultural feel intended to reconnect Apple to artists and creators.

# Lifecycle and legacy Apple officially retired "Think Different" in 2002 when the company shifted to other campaigns such as "Switch." Despite retirement, the slogan continued to be associated with Apple's ethos. The company's advertising history, including this campaign, is cited among its most famous work and is part of why Apple has been recognized in later industry retrospectives and halls of fame for creative advertising.

# What this says about Apple then and now In 1997 Apple used narrative and imagery to rebuild its brand identity after a difficult period. The campaign favored values and story over technical detail. Decades later, references to those ads and Apple's broader advertising legacy remain common in discussions about the company's brand and cultural positioning.

# Quick facts

• Origin: Apple Computer, Inc. (now Apple Inc.)
• Year launched: 1997
• Agency: TBWA\Chiat\Day
• Notable ad: "Here's to the Crazy Ones" (television commercial)
• Retired: 2002

# Bottom line