Steve Wozniak created the first Apple hardware, but it was Steve Jobs who managed to sell it like no one else in the world.
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Con Apple, it is difficult to separate technology from design and marketing. The brand image is so strong that it manages to sell less powerful products than the competition, at a much higher price. Only Apple can sell a cloth to clean the screen for 25 euros, and it runs out…
Throughout its history, Apple has launched many advertising campaigns that have become a myth. The first was the 1984 ad, possibly the most influential in history.
His most famous catchphrase is Think Different (Think Different), that you will no longer be able to use exclusively in the European Union. Here you can see the original advertising campaign: great characters of history that changed the world for not following the conventions of their time:
created by the agency TBWA / Chiat / Day in 1997, Apple used it for more than a decade in advertisements and on the boxes of its products.becoming the icon of the brand.
But, as our colleague Alberto R. Aguiar tells en Business Insiderin 2016 the Swiss watchmaker Swatch launched a campaign titled Tick Different (Sounds different), which Apple did not hesitate to report to the European Patent Office (EUIPO).
Swatch claimed that Think Different had lost its exclusivity because Apple hadn’t used it for 5 years. Apple’s defense was not admitted, so appealed to the General Court of the EU.
Apple’s argument is that although it is true that the slogan was deprecated, kept including it on their iMacsand was constantly in the press and on the Internet.
