# Apple Think Different

> A 60-second Apple TV ad inspired parodies and later tributes to Steve Jobs.

- Owner: Apple
- Kind: Campaign
- Sector: Technology
- Seed date: 1997-09-28
- Milestone date: 1998-08-29
- Date basis: Documented milestone; not a measured attention peak.
- Spread Score: 43 (Notable, provisional), v1.3
- Mechanics: Identity badge, Catchphrase, Platform jump, Controversy

## Summary

Apple launched a paid TV campaign and offered a QuickTime copy. Its posters inspired Dantz and Church of Satan parodies. The ad won an Emmy and later returned in tributes to Jobs.

## Timeline

- 1997-09-26 — Apple (Press) — Apple announced two scheduled placements during ABC's Sunday broadcast of Toy Story.
- 1997-09-28 — Apple / TBWA\Chiat\Day (TV) — Apple aired the 60-second Crazy Ones spot during Toy Story on ABC.
- 1997-10-03 — Wired (Press) — Wired criticized the campaign's use of famous rebels and questioned its effect on sales.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/apple-think-different

Cite as: How It Spread (2026). “Apple Think Different.” Case HIS-01458. Spread Score v1.3: 43/100. Updated 2026-10-23. https://howitspread.com/id/HIS-01458