What two-word slogan did Apple use in its 1997 advertising campaign?

Apple used the slogan “Think different” in its 1997 advertising campaign.

The campaign was created by advertising agency TBWA\Chiat\Day after Steve Jobs returned to Apple. Its television commercial, often called “Here’s to the Crazy Ones,” showed influential figures including Albert Einstein, Amelia Earhart, Martin Luther King Jr., and Mahatma Gandhi. The message positioned Apple as a brand for creative people who challenge accepted ideas.

The phrase is grammatically unusual because standard English would normally use “Think differently.” Apple’s wording was intentional: it worked as a compact brand statement rather than a conventional instruction. The campaign appeared during a major period of Apple’s recovery and renewed public attention.

Apple later stopped using “Think different” as its main campaign line, but the slogan remains closely associated with the company’s late-1990s identity. It is sometimes written with an ellipsis as “Think different…” in discussions of the campaign, although the core slogan is the two-word phrase.