a lot of our employees have forgotten what Apple stands for. And so we needed a way to communicate what the heck Apple’s all about. And we thought, how do you tell somebody what you are, who you are, what you care about? And the best way we could think of was, you know, if you know who somebody’s heroes are, that tells you a lot about them. So we thought we’re going to tell people who our heroes are, and that’s what the ‘Think Different’ campaign is about. It’s about telling people who we admire, who we think are the heroes of this century. And — some people will like us, and some people won’t
...more
