Apple cultivation and commercial applications

Apple 1997 Commercial

"the people who are crazy enough to think they can change the world, are the ones who do."

1997 Apple Commercial -- Think Different

In 1997 Apple launched a promotional campaign that asked people to "think different." In one of their commercials they portray famous world rebels such as Albert Einstein, Bob Dylan, and Martin Luther King. They say that it is the people who are not interesting in following the status quo that are responsible for change in the world. The quote "think different" has meaning both by itself and as something of an ulterior marketing motive for Apple Computers. People in all generations have asked people to think differently in different terms. For example, today's catch phrase is to "think outside the box" and people also speak of paradigm change.

For Apple computers, they were seeking to change the way that people interacted with their devices. The market at the time was dominated by Windows-based computers. However, Apple had imposed a strategy in which they targeted the youth demographics. They offered promotions such as inexpensive desktop units to schools. Many schools took advantage of this and as a consequence many young people learned the Apple platform. However, this was only one component of trying to capture the attention of youth demographics.

Apple knew that they were on the verge of a new generation that would live a digital lifestyle. However the company experienced remarkable obstacles in the 1990s. In fact, the business was on the threshold of bankruptcy in 1996. It was during that period that Jobs created a strategy known as the "digital hub." This strategy considered various peripheral devices as part of an overall integrated system that consumers would use with the Mac at the center of it all. Eventually this strategy led to the development of the iPod, then later the iPhone, and most recently the iPad. The idea was that computer was only a piece of a larger system that allowed users accessibility to other digital needs. This strategy represents a key innovation that was arguably the primary reason that the company to become the one of the most valuable companies on the planet.