“Think Different” served as Apple’s distinctive marketing slogan from 1997 to 2002, encapsulating the company’s ethos of innovation and individuality during a pivotal period. This campaign was part of Apple’s effort to redefine its brand identity under the leadership of Steve Jobs, who returned to the company in 1997.

The slogan aimed to distinguish Apple from its competitors by emphasizing a unique approach to technology and design. It was a rallying cry for those who sought unconventional thinking and creative solutions. The accompanying advertising campaign featured notable figures who had made significant contributions to various fields, reinforcing the message that Apple was a brand for those who challenged the status quo.