Got a tip for us?
Let us know
Become a MacRumors Supporter for $50/year with no ads, ability to filter front page stories, and private forums.
Behind the Scenes of Apple's 'Think Different' Campaign
- Thread starter MacRumors
- Start date
- Sort by reaction score
Arrogant Bastards
I read the article and smelled the manure being shoveled. Having worked in advertising for 25+ years with these ad execs and creative types, I'd take whatever is said in terms of who did what with a grain of salt. Actually, I'd just assume it's a pack of lies. These jokers are arrogant, egotistical and greedy bastards who lie for a living and who's main preoccupation is what clever scheme they can rig to over charge the client.
I read the article and smelled the manure being shoveled. Having worked in advertising for 25+ years with these ad execs and creative types, I'd take whatever is said in terms of who did what with a grain of salt. Actually, I'd just assume it's a pack of lies. These jokers are arrogant, egotistical and greedy bastards who lie for a living and who's main preoccupation is what clever scheme they can rig to over charge the client.
Either way, it's still grammatically incorrect.
Unless you're being pendant about the quotation marks, it's not incorrect. Think "Different".
I like how this post got 20 thumbs up. Before the book came out, I made a post almost identical to this one and got like 50 thumbs down. You guys are so fickle.
----------
Either way, it's still grammatically incorrect.
No, it isn't. "Think different" is the same as "think... different." This should be fairly obvious to anyone... with or without any schooling.
Their "Think Different" slogan grammar always reminded me slightly of the 1980 move Oh God Book II, with its "Think God" slogan.
Either way, it's still grammatically incorrect.
I agree with you, though I see a bunch of others don't.
However, no matter how you spell or say it, it comes off as an oxymoron now, as the sheeple buy anything and everything that Apple poops out, without thinking about or looking at the other options out there. Apple has become the very thing they were railing against in the 90s.
I never got that. To this day, I thought it meant "think differently" and was a grammar violation. Wasn't the point that the people cited thought differently?
As for Steve Jobs' tantrums, I think this is simply the way he thought through ideas and challenged people to come up with something better, even when the ideas were superb in the first place. What matters is the final decision that was made, not how he got there.
No, Think Different means just that. Think about the word "Different", with different being the Mac itself (which is different from a PC).
First job: Hewlett Packard, electrical engineering assistant
Second job: Atari, technical service and repair
Third job: Apple, electrical engineer
Hobby: making electronic devices
----------
Either way, it's still grammatically incorrect.
So what?
We'll see a lot of people like this coming forward now and telling their "stories" because it's much easier to tell half truths when the man is no long around to contradict things being said.
I'm not saying this might not be true, but I am saying I'll continue to take it all with a grain of salt.
I'm not saying this might not be true, but I am saying I'll continue to take it all with a grain of salt.
Either way, it's still grammatically incorrect.
Its no more grammatically incorrect than "Think Green"; i.e. not grammatically incorrect at all. Think Different != Think Differently.
(Edit: Think Shakespeare, would be another good example... or for that matter: Think "Dead Mans Society")
----------
The "just wasn't ready" excuse doesn't ring well with their other arguments:
a) No one was near doing what Apple did; the iPhone was revolutionary. Why the rush?
b) Apple doesn't rush things to market, they get them right first.
Good grief, no.
I was around in those early days, and had technical discussions with many people, including Jobs, the Tramiels, and my personal favorite, the late great Gary Kildall.
Jobs certainly never had a hobby making electronic devices (Woz made the Blue Boxes, Jobs sold them), nor was he an electrical engineer anywhere. He dropped out after six months of college, and the only thing he got of value out of it was the infamous calligraphy class, which did serve him well.
Jobs didn't do anything at HP except gawk around as a student intern, and that's assuming he was even that much. At Atari, he managed to get put onto the night shift (mostly because of his lack of personal hygiene) so that no one would find out that he couldn't do anything. (They did eventually figure this out. As Pong engineer Al Alcorn put it, "Jobs never did a lick of engineering in his life. He had me snowed. It took years before I figured out that he was getting Woz to come in the back door and do all the work while he got the credit.")
Steve Wozniak also did all of the Apple I and II design and development. Jobs latched onto him because he saw that he could make money from Woz's work. What Jobs brought was his desire to stop being poor. (He did also bring the idea of an all-in-one beige case from HP, just as others were starting to do.)
As Apple grew, his lack of skills began to really get in the way. He tried to kill the Mac project at first, because he didn't know what a GUI was. Once he did get convinced of its worth, he threw in ridiculous delays like the time he had them totally redesign the circuit board so that the lines between memory chips "look prettier". It didn't matter that the engineers told him that would cause cross-talk, he still had them do it... which of course had to be thrown away as useless. No wonder they later fired him.
The reason Jobs was so good at knowing what a user would want, because he was the ultimate dumb user.... albeit one with the financial power to hire people to change things to something that he understood. And that's perhaps what Apple needs most going forward as a replacement.
Think Differently is negative. Think Different is not. In short: the first tells you you're stupid, the other excites your thought.
OK, ok, I pulled out the big guns. If you can't believe Grammar Girl, you can't believe anyone...
http://grammar.quickanddirtytips.com/think-different-or-think-differently.aspx
Bottom line: it's arguably OK but is gramatically unrecommended!
(Which, of course, has no relevance to advertising. So it's a moot point.)
Grammar girl missed the point entirely.
Think Different
Think Car
Think Train
Think Christmas Holiday
Think Vacation.
All these statements are telling you to think of something. Not to think in some way.
No, I think Issacson is simply recounting what Jobs told him.
I haven't read the biography, but here is what Issacson said on 60 minutes:
"Steve Jobs helped write that himself. He edited...he put in, 'They changed the world'. By the end, Jobs along with four or five other people, have written this-- not as ad copy, but as a manifesto."
http://www.youtube.com/watch?v=1jqSK8Qv4ZY (14:35).
Thanks very much for sharing that. Your recollections are invaluable in correcting some of the Saint Steve mythology.
And from your personal experience with Jobs, I am more inclined to believe that Jobs decided to also take (partial) credit for the "Crazy Ones" ad, and told Issacson his version of the genesis of that ad. Hell, it may even be true that he helped write it. It would certainly be in keeping with his ego.
well, that is not entirely true.
i think people look at other notebook/tablet/phone brands and products too. but then considering other factors, the mac/iPad/iPhone and os x/ios is the "best" out there.
I read the intro and conclusion and both seem to point to a grammatical error on Apple's part. My point was Grammar Girl obviously didn't understand.
If you still think it's a grammatical error, you don't understand the concept either.