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‘Designed by Apple’ Ad Equals ‘Think Different’

12 June 2013 1,049 views 3 Comments

Designed by Apple. Nearly everyone expected Apple's co-founder and prodigal son, Steve Jobs, to fail. But he turned that  on its head by doing two things…

Designed by Apple. Back in 1997, Apple was near death and nearly everyone expected Steve Jobs to fail. The company co-founder and prodigal son turned that perception on its head by doing two things right out of the gate — declare Apple’s mission and underscore that message with an insanely great product.

Statement: Think Different

Product: iMac

Designed by Apple

Fast forward to 2013 and Apple is incredibly successful, but faces problems mostly not of its own making. That is, some people believe the company is on the verge of failure and doom — Steve Jobs is dead and he took innovation to the grave with him.

On Monday morning, in order to set the record straight, Apple made a mission statement and, to my mind at least, introduced an insanely great product.

Statement: Designed by Apple

Product: iOS 7

Whereas Phil Schiller’s ‘innovate my ass’ is something of rallying cry, Jony Ive’s “Designed by Apple” television ad is a mission statement the equal of Jobs’ 1997 “Think Different” classic.

Likewise the trenchantly beautiful iOS 7 is the contemporary counterpoint to the Bondi iMac.

Yes, Jony Ive’s “Designed by Apple” mission statement is the equal of “Think Different” — Steve Jobs baby is ready to move onward and upward without him…

What’s your take?

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