What two-word slogan did Apple use in its 1997 “Think Different” campaign?

Apple used “Think Different” as the two-word slogan of its 1997 advertising campaign.

The campaign was created by the advertising agency TBWA\Chiat\Day after Steve Jobs returned to Apple. Its celebrated “Here’s to the Crazy Ones” television commercial showed black-and-white images of influential figures including Albert Einstein, Martin Luther King Jr., and Amelia Earhart. The message positioned Apple as a company for creative people who challenged conventions.

The wording was grammatically unusual because standard English would normally use “Think Differently.” Apple deliberately used “Different” as an adjective, treating it as a bold, compressed brand statement. That choice became part of the campaign’s identity rather than an accidental error.

The campaign appeared during Apple’s effort to simplify its product line and rebuild the company’s public image. The slogan remained closely associated with Apple through the early 2000s.