Steve Jobs

Text: ‘Think Different’ Ad Campaign

Here's to the crazy ones. The mis ts. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. While some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do. The most admired companies in the world have one thing in common: They stand for something. The world can change, the market can change, their products can change - but their core beliefs remain the same. Like Disney, Sony and Nike, Apple is a brand that is loved and respected around the world. We like to think it’s because we have a soul. Apple has never just been about making boxes to help people get their jobs done (though we’re proud to do that well). We’re about something more. We believe that people with passion can change the world for the better. And we believe that creativity is the force that pushes the human race forward. About a year ago, we took a long, hard look at the challenges facing Apple. We realized that to ght our way back, we’d have to do two things better than we’ve ever done before: Make computers that are strikingly innovative. And make it clear to the world (and to ourselves) what Apple stands for. To do the latter, we created the “Think di erent” series. It’s nothing more than a tribute to our heroes - the people who changed the world with their spirit and idealism, their courage and perseverance. By honoring the lives of those we admire, we make our own values known. Perhaps more clearly than words ever could.