Apple Computer

Apple Computer, Inc. {{nasdaq|AAPL}} is a Silicon Valley company based in Cupertino, California, whose core business is computer technologies. Apple helped commence the personal computer revolution in the 1970s with the Apple II microcomputer and has since further shaped it with the Macintosh. Apple is known for its innovative, well-designed hardware, such as iPod and the iMac, as well as software offerings exemplified through iTunes as part of the iLife suite and Mac OS X, its flagship operating system.

Slogans

Company Advertising Campaigns

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• "Byte into an Apple" (Late 1970s)
• "Soon there will be 2 kinds of people. Those who use computers, and those who use Apples." (Early 1980s)
• "Changing the world — one person at a time" (mid-1980s)
• "The computer for the rest of us" (1984)
• "Leading The Way" (1984)
• "There's no telling how far it can take you" (1980s, at least 1984 when it was used on an ad for the Apple IIc)
• "The power to be your best" (1980s–1990s)
• "Think different" (1997–2002) The most famous advertising campaign in Apple's history
• "Switch" (2002–2003) Hoping to capture PC users to "Switch" to the Mac platform

Product Advertising Slogans

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• iMac, iBook, and Mac mini
• "iThink, therefore iMac." (1998) based on René Descartes famous line, "I think, therefore I am" (Cogito ergo sum).
• "The iMac to Go." (1999) used to market the introduction of the iBooks.
• "Where did the computer go?" (2004) used to market the introduction of the new iMac G5
• "From the creators of iPod." (2004) used to market the introduction of the iMac G5
• "The most affordable Mac ever." (2005) used to market the introduction of the Mac mini.
• PowerMac and PowerBook
• "The plot thins." (1999) -- used to market "thinner" PowerBook G3 models code-named "Lombard", introduced May 1999
• "Two Brains are better than one" (2000) used to market the introduction of the dual processor PowerMac G4s
• "Less is more" (2003) used to market the introduction of the PowerBook G4s
• "The world's fastest computer" (2003) used to market the introduction of the PowerMac G5s, somewhat controversial
• iPod and iTunes
• "1000 songs in your pocket." (2001) used to promote the first generation iPod's large storage capacity and compact design
• "Mini. The next big thing." (2004) used to market the iPod mini
• "The best keeps getting better" (2004) used to market the iPod 4th generation
• "10000 songs in your pocket." (2004) used to market the iPod 4th generation
• "Life is random." (2005) used to market iPod shuffle.
• "Give chance a chance." (2005) used to market iPod shuffle.
• "Random is the new order." (2005) used to market iPod shuffle.
• "Enjoy uncertainty." (2005) used to market iPod shuffle.
• "1,000 songs. Impossibly small." (2005) used to market iPod nano.
• iTunes
• "Rip. Mix. Burn." (2001) used to promote iTunes desktop CD burning capability, somewhat controversial
• "Rock and Roll will never die. It is, however, being reborn." (2003) used to promote the iTunes Music Store
• "The best Windows app ever." (2003) used to promote iTunes on Windows
• "Hell Froze Over." (2003) used to promote iTunes on Windows
• "Welcome to the digital music revolution." (2004) used to promote iTunes
• "Drink. Win. Play." (2005) used during the 2005 Pepsi-iTunes promotion.