Apple Launches Brand Advertising Campaign

"Think Different" Honors Creative Geniuses Who Have Changed the World

Cupertino, Calif.--Sept. 29, 1997--Apple Computer, Inc. launched its first major brand advertising campaign in several years with a new 60 second television commercial which aired twice Sunday evening during the network premier of "Toy Story" on ABC's "Wonderful World of Disney".

The new campaign, "Think Different", honors many of the creative geniuses who have changed the world in this century, including Albert Einstein, Mahatma Gandhi, Pablo Picasso, Martin Luther King, John Lennon, Ted Turner, Martha Graham, Jim Henson, Thomas Edison, Alfred Hitchcock, Richard Branson, Muhammed Ali, Maria Callas, Frank Lloyd Wright and Amelia Earhart.

"Think Different celebrates the soul of the Apple brand--that creative people with passion can change the world for the better," said Steve Jobs, Apple's interim CEO. "Apple is dedicated to making the best tools in the world for creative individuals everywhere."

The Think Different campaign is the first work by Apple and TBWA Chiat/Day in over a decade. Their previous collaboration produced many award winning ads, including the now-legendary "1984", voted the best ad of all time by advertising professionals. The campaign includes television and print advertising, billboards, wall paintings, bus shelters, bus wraps and posters.

"This advertising campaign has been a labor of love. Apple and Jobs are part of our agency's history. We are setting a new course for the Apple brand that can be part of defining Apple's future and we love this kind of opportunity," said Lee Clow, chairman TBWA Chiat/Day and chief creative director worldwide.

Apple Computer, Inc. ignited the personal computer revolution in the 1970s with the Apple II, and reinvented the personal computer in the 1980s with the Macintosh. Apple is now recommitted to its original mission - to bring the best personal computing products and support to students, educators, designers, scientists, engineers, businesspersons and consumers in over 140 countries around the world.

TBWA Chiat/Day is part of TBWA International, an Omnicom company and the 15th largest advertising network in the world, with offices in 57 countries. TBWA Chiat/Day clients include Nissan, Taco Bell, Polygram/Gramercy, ABC Television, Infiniti, Seagram, Absolut, Energizer, Champion, Sony PlayStation and New York Life.

Press Information Contact:
Katie Cotton
Apple Computer, Inc.
408/974-7269
katiec@apple.com

Rhona Hamilton
Apple Computer, Inc.
408/974-6439
hamilton@apple.com

Jeremy Miller
TBWA Chiat/Day
310/314-5026
jeremy_miller@chiatday.com

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