An AppleTalk – On Thinking Different

Two years ago, Apple was in trouble. Its stock was plummeting. Consumers were flocking to the domain of Bill Gates. Business Week reported the creator of the Mac was in a certain-death spiral. Enter (for a command performance) Steve Jobs. Four straight profitable quarters, several technology announcements and the company is now the Wall Street Journal’s most successful technology stock for 1998. Why? Because Apple “Thinks Different,” of course!


“Think different,” the latest ad campaign of the inventor of the Macintosh, symbolizes creativity, innovation and truth. The “Think Different” theme also taps into the core desire that burns in the hearts of every visionary man, woman and child for individual choices, total deliverance, unbridled conviction.

OK, let’s not get carried away; it’s just a series of commercials.

But Apple needed “Think Different” to be more than a soapbox. It had to be grand, it had to be moving and, above all else, it had to be memorable. Images of cultural icons—from Albert Einstein to Amelia Earhart—were called upon to convey a sense of devotion, commitment, duty and dedication.

It worked. Since the “Think Different” ad campaign started early last year, Apple has been riding high. Of course, technology played a part in Apple’s upswing, as well. Two major pushes in 1998 locked Apple into a still-pioneering position for continued greatness into the year 2000.

Apple launched Mac OS 8.5, a major upgrade to the Macintosh operating system. Termed a “must-have” upgrade for Apple’s design and publishing customers, Mac OS 8.5 includes significant advances in Internet search capabilities with its market-leading networking performance, advanced workflow automation and new Sherlock technology.

What’s Sherlock?

Simply put, Sherlock is a new technology that allows users to search the Internet without using a browser and to conduct searches for documents on local hard drives based on their content.

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