Forbes publishes a lengthy guest post from advertising executive Rob Siltanen, one of the primary contributors to the development of Apple's famous "Think Different" advertising campaign that helped turn the company around following Steve Jobs' return. In the piece, Siltanen details the process of pitching the campaign to Jobs and his work on the "Here's to the Crazy Ones" script.
Siltanen was inspired to write the post following the publication of Walter Isaacson's authorized biography of Steve Jobs, which repeats the oft-cited claim that Jobs himself was responsible for much of the "Here's to the Crazy Ones" text and ideas.
Steve was highly involved with the advertising and every facet of Apple’s business. But he was far from the mastermind behind the renowned launch spot. In fact, he was blatantly harsh on the commercial that would eventually play a pivotal role in helping Apple achieve one of the greatest corporate turnarounds in business history.
Siltanen goes on to describe how he and other representatives of the high-profile TBWA/Chiat/Day advertising firm were surprised that Jobs required them to pitch to win the contract with the then-struggling Apple. In dreaming up concepts to pitch to Jobs, the one that stood out was the "Think Different" tagline paired with photos and videos of famous creative thinkers. Jobs liked the campaign but initially worried that it would appear too egotistical. Within seconds, however, Jobs changed course and brought the firm on board to carry out the idea.
Siltanen used Robin Williams' speeches from the movie Dead Poets Society as inspiration for what became "Here's to the Crazy Ones". But when it was presented to Jobs in what turned out to eventually be nearly its final form, Jobs initially hated it.
We played the spot once, and when it finished, Jobs said, “It sucks! I hate it! It’s advertising agency ****! I thought you were going to write something like ‘Dead Poets Society!’ This is crap!”
Clow said something like, “Well, I take it you don’t want to see it again.” And Steve continued to go on a rant about how we should get the writers from “Dead Poets Society” or some “real writers” to write something.
Jobs eventually changed his mind again, and the "Think Different" campaign quickly marked a turning point for the company even as it was still trying to develop new products to execute the dramatic turnaround.
Thursday July 10, 2025 4:54 am PDT by Tim Hardwick
Apple will launch its new iPhone 17 series in two months, and the iPhone 17 Pro models are expected to get a new design for the rear casing and the camera area. But more significant changes to the lineup are not expected until next year, when the iPhone 18 models arrive.
If you're thinking of trading in your iPhone for this year's latest, consider the following features rumored to be coming...
In select U.S. states, residents can add their driver's license or state ID to the Wallet app on the iPhone and Apple Watch, providing a convenient and contactless way to display proof of identity or age at select airports and businesses, and in select apps.
Unfortunately, this feature continues to roll out very slowly since it was announced in 2021, with only nine U.S. states, Puerto Rico,...
Thursday July 10, 2025 12:38 pm PDT by Juli Clover
Apple does not plan to refresh any Macs with updated M5 chips in 2025, according to Bloomberg's Mark Gurman. Updated MacBook Air and MacBook Pro models are now planned for the first half of 2026.
Gurman previously said that Apple would debut the M5 MacBook Pro models in late 2025, but his newest report suggests that Apple is "considering" pushing them back to 2026. Apple is now said to be...
Three out of four iPhone 17 models will feature more RAM than the equivalent iPhone 16 models, according to a new leak that aligns with previous rumors.
The all-new iPhone 17 Air, the iPhone 17 Pro, and the iPhone 17 Pro Max will each be equipped with 12GB of RAM, according to Fixed Focus Digital, an account with more than two million followers on Chinese social media platform Weibo. The...
Since the iPhone X in 2017, all of Apple's highest-end iPhone models have featured either stainless steel or titanium frames, but it has now been rumored that this design decision will be coming to an end with the iPhone 17 Pro models later this year.
In a post on Chinese social media platform Weibo today, the account Instant Digital said that the iPhone 17 Pro models will have an aluminum...
Production of foldable OLED displays for Apple's first foldable iPhone have begun ahead of its expected launch next year, Korea's ETNews reports.
The first foldable iPhone's displays are being produced by Samsung Display, who are establishing a production line dedicated to the upcoming Apple device its A3 factory in Asan, Chungcheongnam-do. The production line will make displays exclusively...
A new Apple TV is expected to be released later this year, and a handful of new features and changes have been rumored for the device.
Below, we recap what to expect from the next Apple TV, according to rumors.
Rumors
Faster Wi-Fi Support
The next Apple TV will be equipped with Apple's own combined Wi-Fi and Bluetooth chip, according to Bloomberg's Mark Gurman. He said the chip supports ...
iPhone 17 Pro and iPhone 17 Pro Max models with displays made by BOE will be sold exclusively in China, according to a new report.
Last week, it emerged that Chinese display manufacturer BOE was aggressively ramping up its OLED production capacity for future iPhone models as part of a plan to recapture a major role in Apple's supply chain.
Now, tech news aggregator Jukan Choi reports...
Steve Jobs' genius was to recognize, not invent, things that would take off. Jobs often hated things the first time before changing his mind. But let's give credit where credit is due. He recognized the right things, sometimes right away, like with the idea of a GUI after seeing it at PARC, and sometimes only after being fought back on, like the ad campaign, and countless other things that he eventually liked. But once he did, he would champion the cause, even at the expense of others, taking credit for himself. Gotta love/hate Steve Jobs. He thought he knew what everyone wanted... and most of the time, he was right.
...Jobs said, "It sucks! I hate it! It's advertising agency ****! I thought you were going to write something like 'Dead Poets Society!' This is crap!"
Biggest design overhaul since iOS 7 with Liquid Glass, plus new Apple Intelligence features and improvements to Messages, Phone, Safari, Shortcuts, and more. Developer beta available now ahead of public beta in July.