Steve Jobs had just returned to the struggling company, Apple Computer in 1997. Jobs and Lee Clow had collaborated back in 1984 to launch the MacIntosh. Now was the time to recover the sense of Apple’s place in the world of creative users. The TBWA Chiat/Day team said that Apple should be aligned with the creativity of personalities and people making an impact on the twentieth century. The "Think Different" phrase provided an opportunity to celebrate both the creativity of these people but also the distinctiveness of Apple in the computing world, responding to IBM’s historic campaign motto, "Think". The campaign was swiftly approved by Apple, then begun with the television commercial, which first ran on Sept. 28 1997, followed by the print ads, billboards and posters. (Source -Inspiration Room)
To read more about this renowned campaign, click on this link to read a background article by Rob Siltanen who was the Creative Director for the campaign - https://www.forbes.com/sites/onmarketing/2011/12/14/the-real-story-behind-apples-think-different-campaign/#7bc50b3962ab.
This image of Miles Davis was part of Apple’s "Educators Set", which was printed in 2000 and distributed through its Education Channels. Included with the set was a biography of each person depicted. Here is an excerpt: "Miles Davis: ‘Improviser’. He was fluent in the language of blending notes. Forever changing, challenging, reinterpreting, he was a perfectionist, obsessed with arranging not just the music, but the right musicians for the song. As much a talent scout as a bandleader, he jammed with a who’s who of modern jazz, blues, hard bop, modal music, funk, and fusion. Always fresh, varied, unpredictable, evolving, he was forever learning and teaching not just new ways to play, but to hear."
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