Think Conformist

How Apple relies on teens’ desire to fit in

George Dillard
Bouncin’ and Behavin’ Blogs

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Pexels, Image provided by author

Back in the Steve Jobs era, Apple Computer was known for its impossibly self-satisfied ad campaigns. It all started with the famous “1984” ad, in which consumers were told that purchasing a Macintosh instead of a PC would be somehow akin to rebelling against totalitarianism.

Soon after the ad, Jobs was fired from the company. When he returned in 1997, he launched another smug series of ads with the tagline “Think Different.” In these ads, the company again encouraged people to envision their consumer electronics purchases as legendary acts of heroism. Buying a Mac instead of a PC would, the commercials implied, put you in the company of pathbreaking geniuses like Einstein, Picasso, and Martin Luther King.

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