Apple’s new philosophy is quite a departure from the previous one. Each clearly served a different Apple, a different point in time, a different way to marshall the troops in Cupertino, but both are beginnings of a new chapter.
Think Different was launched to boost morale at a time when Apple was near bankruptcy, when it had little to show for, when the company had almost no direction. It had to believe in itself, in the products it was about to create, in the vision that Steve Jobs had held for them.
Here’s To The Crazy Ones.
The misfits. The rebels. The trouble-makers.
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.
And 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.
-Think Different-
Designed in California launched when the company is soaring, leading in areas that it can lead, performing close to the best that it has ever could. Apple at this point is led by a different leader, one with a different vision, a different focus, a different goal, motivated differently, but with the same ambition. The new Apple is making its mark, signifying a renewed energy, a strong emphasis on home.
This is it.
This is what matters.
The experience of a product
How it will make someone feel.
Will it make life better?
Does it deserve to exist?
We spend a lot of time on a few great things, until every idea we touch enhances each life it touches.
You may rarely look at it, but you’ll always feel it.
This is our signature, and it means everything.
-Designed by Apple in California- – Read on Path.
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