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class="vector-toc-text"> <span class="vector-toc-numb">3</span> <span>1990–1995</span> </div> </a> <ul id="toc-1990–1995-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-1995–2000" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#1995–2000"> <div class="vector-toc-text"> <span class="vector-toc-numb">4</span> <span>1995–2000</span> </div> </a> <button aria-controls="toc-1995–2000-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> <span class="vector-icon mw-ui-icon-wikimedia-expand"></span> <span>Toggle 1995–2000 subsection</span> </button> <ul id="toc-1995–2000-sublist" class="vector-toc-list"> <li id="toc-"Think_Different"" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#"Think_Different""> <div class="vector-toc-text"> <span class="vector-toc-numb">4.1</span> <span>"Think Different"</span> </div> </a> <ul id="toc-"Think_Different"-sublist" class="vector-toc-list"> <li id="toc-Television_commercials" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Television_commercials"> <div class="vector-toc-text"> <span class="vector-toc-numb">4.1.1</span> <span>Television commercials</span> </div> </a> <ul id="toc-Television_commercials-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Print_advertisements" class="vector-toc-list-item vector-toc-level-3"> <a class="vector-toc-link" href="#Print_advertisements"> <div class="vector-toc-text"> <span class="vector-toc-numb">4.1.2</span> <span>Print advertisements</span> </div> </a> <ul id="toc-Print_advertisements-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> </ul> </li> <li id="toc-2001–present" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#2001–present"> <div class="vector-toc-text"> <span class="vector-toc-numb">5</span> 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class="vector-toc-numb">5.6</span> <span>Apple Music Ads</span> </div> </a> <ul id="toc-Apple_Music_Ads-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-"Crush!"" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#"Crush!""> <div class="vector-toc-text"> <span class="vector-toc-numb">5.7</span> <span>"Crush!"</span> </div> </a> <ul id="toc-"Crush!"-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Criticism" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Criticism"> <div class="vector-toc-text"> <span class="vector-toc-numb">6</span> <span>Criticism</span> </div> </a> <ul id="toc-Criticism-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-References" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#References"> <div class="vector-toc-text"> <span class="vector-toc-numb">7</span> <span>References</span> </div> </a> <ul id="toc-References-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-External_links" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#External_links"> <div class="vector-toc-text"> <span class="vector-toc-numb">8</span> <span>External links</span> </div> </a> <ul id="toc-External_links-sublist" class="vector-toc-list"> </ul> </li> </ul> </div> </div> </nav> </div> </div> <div class="mw-content-container"> <main id="content" class="mw-body"> <header class="mw-body-header vector-page-titlebar"> <nav aria-label="Contents" class="vector-toc-landmark"> <div id="vector-page-titlebar-toc" class="vector-dropdown vector-page-titlebar-toc vector-button-flush-left" > <input type="checkbox" id="vector-page-titlebar-toc-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-vector-page-titlebar-toc" class="vector-dropdown-checkbox " aria-label="Toggle the table of 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class="mw-body-content"><div class="mw-content-ltr mw-parser-output" lang="en" dir="ltr"><div class="shortdescription nomobile noexcerpt noprint searchaux" style="display:none">Overview of the advertisement methods by Apple Inc.</div> <p> <a href="/wiki/Apple_Inc." title="Apple Inc.">Apple Inc.</a> has had many notable advertisements since the 1980s. The "<i><a href="/wiki/1984_(advertisement)" title="1984 (advertisement)">1984</a></i>" <a href="/wiki/Super_Bowl" title="Super Bowl">Super Bowl</a> <a href="/wiki/Super_Bowl_advertising" class="mw-redirect" title="Super Bowl advertising">commercial</a> introduced the original <a href="/wiki/Macintosh" class="mw-redirect" title="Macintosh">Macintosh</a> mimicking imagery from <a href="/wiki/George_Orwell" title="George Orwell">George Orwell</a><span class="nowrap" style="padding-left:0.1em;">'</span>s <i><a href="/wiki/Nineteen_Eighty-Four" title="Nineteen Eighty-Four">1984</a></i>. The 1990s <a href="/wiki/Think_Different" class="mw-redirect" title="Think Different">Think Different</a> campaign linked Apple to famous social figures such as <a href="/wiki/John_Lennon" title="John Lennon">John Lennon</a> and <a href="/wiki/Mahatma_Gandhi" title="Mahatma Gandhi">Mahatma Gandhi</a>, while also introducing "Think Different" as a new slogan for the company. Other popular advertising campaigns include the 2000s "<a href="/wiki/IPod_advertising" title="IPod advertising">iPod People</a>", the 2002 <a href="/wiki/Apple_Switch_ad_campaign" class="mw-redirect" title="Apple Switch ad campaign">Switch</a> campaign, and most recently the <a href="/wiki/Get_a_Mac" title="Get a Mac">Get a Mac</a> campaign which ran from 2006 to 2009. </p><p>While Apple's advertisements have been mostly successful, they have also been met with controversy from consumers, artists and other corporations. For instance, the "iPod People" campaign was criticized for copying a campaign from a shoe company called Lugz. Another instance was when photographer <a href="/wiki/Louie_Psihoyos" title="Louie Psihoyos">Louie Psihoyos</a> filed suit against Apple for using his "wall of videos" imagery to advertise for Apple TV without his consent. </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="1980–1985"><span id="1980.E2.80.931985"></span>1980–1985</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Apple_Inc._advertising&action=edit&section=1" title="Edit section: 1980–1985"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:MacIntroBrochurePage1.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/en/thumb/e/ea/MacIntroBrochurePage1.jpg/170px-MacIntroBrochurePage1.jpg" decoding="async" width="170" height="228" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/e/ea/MacIntroBrochurePage1.jpg/255px-MacIntroBrochurePage1.jpg 1.5x, //upload.wikimedia.org/wikipedia/en/e/ea/MacIntroBrochurePage1.jpg 2x" data-file-width="272" data-file-height="365" /></a><figcaption>Page 1 of the 1983 "Macintosh Introduction" brochure published in <i><a href="/wiki/Newsweek" title="Newsweek">Newsweek</a></i> magazine</figcaption></figure><p>A "Macintosh Introduction" 18-page brochure was included with various magazines in December 1983, often remembered because Bill Gates was featured on page 11.<sup id="cite_ref-1" class="reference"><a href="#cite_note-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> For a special post-election edition of <i><a href="/wiki/Newsweek" title="Newsweek">Newsweek</a></i> in November 1984, Apple spent more than $2.5 million to buy all of the advertising pages in the issue (a total of 39).<sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> </p><p>Apple also ran a "Test Drive a Macintosh" promotion that year, in which potential buyers with a credit card could try a Macintosh for 24 hours and return it to a dealer afterwards. </p><p>One ad contrasted the <a href="/wiki/Macintosh_128K" title="Macintosh 128K">original Macintosh</a> and its simple user brochure to the <a href="/wiki/IBM_Personal_Computer" title="IBM Personal Computer">IBM Personal Computer</a> with its stacks of complicated manuals. </p> <div class="mw-heading mw-heading3"><h3 id=""1984"_television_commercial:_launching_the_Macintosh"><span id=".221984.22_television_commercial:_launching_the_Macintosh"></span>"1984" television commercial: launching the Macintosh</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Apple_Inc._advertising&action=edit&section=2" title="Edit section: "1984" television commercial: launching the Macintosh"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1236090951">.mw-parser-output .hatnote{font-style:italic}.mw-parser-output div.hatnote{padding-left:1.6em;margin-bottom:0.5em}.mw-parser-output .hatnote i{font-style:normal}.mw-parser-output .hatnote+link+.hatnote{margin-top:-0.5em}@media print{body.ns-0 .mw-parser-output .hatnote{display:none!important}}</style><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/1984_(advertisement)" title="1984 (advertisement)">1984 (advertisement)</a></div> <p>"1984" (directed by Ridley Scott) is the title of the television commercial that launched the Macintosh personal computer in the United States, in January 1984. </p><p>The commercial was first aired nationally on January 22, 1984, during a break in the third quarter of <a href="/wiki/Super_Bowl_XVIII" title="Super Bowl XVIII">Super Bowl XVIII</a>.<sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> The ad showed an unnamed heroine (played by <a href="/wiki/Anya_Major" title="Anya Major">Anya Major</a>) wearing orange shorts, red running shoes, and a white <a href="/wiki/Sleeveless_shirt" title="Sleeveless shirt">tank top</a> with a <a href="/wiki/Pablo_Picasso" title="Pablo Picasso">Picasso</a>-style picture of Apple's Macintosh computer, running through an <a href="/wiki/Orwellian" title="Orwellian">Orwellian</a> world to throw a sledgehammer at a TV image of <a href="/wiki/Big_Brother_(Nineteen_Eighty-Four)" title="Big Brother (Nineteen Eighty-Four)">Big Brother</a> — an implied representation of <a href="/wiki/IBM" title="IBM">IBM</a> played by <a href="/wiki/David_Graham_(actor)" title="David Graham (actor)">David Graham</a>.<sup id="cite_ref-4" class="reference"><a href="#cite_note-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> </p><p>The concluding screen showed the message and voice over "On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like '<a href="/wiki/Nineteen_Eighty-Four" title="Nineteen Eighty-Four">1984</a>'." At the end, the "rainbow bitten" Apple logo is shown on a black background. </p> <div class="mw-heading mw-heading2"><h2 id="1985–1990"><span id="1985.E2.80.931990"></span>1985–1990</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Apple_Inc._advertising&action=edit&section=3" title="Edit section: 1985–1990"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In 1985 the "<a href="/wiki/Lemmings_(television_commercial)" class="mw-redirect" title="Lemmings (television commercial)">Lemmings</a>" commercial aired at the Super Bowl, a significant failure compared to the popular "1984." </p><p>Two years later, Apple released a short film titled <a href="/wiki/Pencil_Test_(film)" title="Pencil Test (film)">Pencil Test</a> to showcase the <a href="/wiki/Macintosh_II" title="Macintosh II">Macintosh II</a>'s animation capabilities. </p> <div class="mw-heading mw-heading2"><h2 id="1990–1995"><span id="1990.E2.80.931995"></span>1990–1995</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Apple_Inc._advertising&action=edit&section=4" title="Edit section: 1990–1995"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1224211176">.mw-parser-output .quotebox{background-color:#F9F9F9;border:1px solid #aaa;box-sizing:border-box;padding:10px;font-size:88%;max-width:100%}.mw-parser-output .quotebox.floatleft{margin:.5em 1.4em .8em 0}.mw-parser-output .quotebox.floatright{margin:.5em 0 .8em 1.4em}.mw-parser-output .quotebox.centered{overflow:hidden;position:relative;margin:.5em auto .8em auto}.mw-parser-output .quotebox.floatleft span,.mw-parser-output .quotebox.floatright span{font-style:inherit}.mw-parser-output .quotebox>blockquote{margin:0;padding:0;border-left:0;font-family:inherit;font-size:inherit}.mw-parser-output .quotebox-title{text-align:center;font-size:110%;font-weight:bold}.mw-parser-output .quotebox-quote>:first-child{margin-top:0}.mw-parser-output .quotebox-quote:last-child>:last-child{margin-bottom:0}.mw-parser-output .quotebox-quote.quoted:before{font-family:"Times New Roman",serif;font-weight:bold;font-size:large;color:gray;content:" “ ";vertical-align:-45%;line-height:0}.mw-parser-output .quotebox-quote.quoted:after{font-family:"Times New Roman",serif;font-weight:bold;font-size:large;color:gray;content:" ” ";line-height:0}.mw-parser-output .quotebox .left-aligned{text-align:left}.mw-parser-output .quotebox .right-aligned{text-align:right}.mw-parser-output .quotebox .center-aligned{text-align:center}.mw-parser-output .quotebox .quote-title,.mw-parser-output .quotebox .quotebox-quote{display:block}.mw-parser-output .quotebox cite{display:block;font-style:normal}@media screen and (max-width:640px){.mw-parser-output .quotebox{width:100%!important;margin:0 0 .8em!important;float:none!important}}</style><div class="quotebox pullquote floatright" style="width:25%; border-width: 1px; font-size: 90%; color: #202122;background-color: #c6dbf7;"> <blockquote class="quotebox-quote left-aligned" style=""> <p>When Apple let the Mac become a religious issue more than a tool, the consequence was high visibility and a lot of great press — but also a limited market. </p> </blockquote> <p style="padding-bottom: 0;"><cite class="left-aligned" style=""><a href="/wiki/Gordon_Eubanks" title="Gordon Eubanks">Gordon Eubanks</a> (1994)<sup id="cite_ref-5" class="reference"><a href="#cite_note-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup></cite></p> </div> <p>In the 1990s, Apple launched the "What's on your PowerBook?" campaign. Print ads and television commercials featured celebrities describing how the PowerBook helped them in their businesses and everyday lives. </p><p>During 1995, Apple ran an <a href="/wiki/Infomercial" title="Infomercial">infomercial</a> called "The Martinetti's Bring Home a Computer" to sell Macintosh computers and promote its <a href="/wiki/Performa" class="mw-redirect" title="Performa">Performa</a> line. The infomercial followed the fictional Martinetti family as they brought home their first computer and attempted to convince the father of the family to keep the computer by using it for various educational, business and other household purposes. </p><p>In the 1990s, Apple launched "Power" advertisements for its <a href="/wiki/Power_Macintosh" title="Power Macintosh">Power Macintosh</a>.<sup id="cite_ref-6" class="reference"><a href="#cite_note-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-7" class="reference"><a href="#cite_note-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-8" class="reference"><a href="#cite_note-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> </p><p>Apple also responded to the introduction of <a href="/wiki/Windows_95" title="Windows 95">Windows 95</a> with print ads and a television commercial. </p> <div class="mw-heading mw-heading2"><h2 id="1995–2000"><span id="1995.E2.80.932000"></span>1995–2000</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Apple_Inc._advertising&action=edit&section=5" title="Edit section: 1995–2000"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <div class="mw-heading mw-heading3"><h3 id=""Think_Different""><span id=".22Think_Different.22"></span>"Think Different"</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Apple_Inc._advertising&action=edit&section=6" title="Edit section: "Think Different""><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Think_Different" class="mw-redirect" title="Think Different">Think Different</a></div> <p>"Think Different" was an advertising slogan created by the New York branch office of advertising agency <a href="/wiki/TBWA/Chiat/Day" class="mw-redirect" title="TBWA/Chiat/Day">TBWA\Chiat\Day</a> for Apple Computer during the late 1990s. It was used in a famous television commercial and several print advertisements. The slogan was used at the end of several product commercials, until the advent of Apple's Switch ad campaign. Apple no longer uses the slogan; its commercials usually end with a silhouetted Apple logo and sometimes a pertinent website address. </p> <div class="mw-heading mw-heading4"><h4 id="Television_commercials">Television commercials</h4><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Apple_Inc._advertising&action=edit&section=7" title="Edit section: Television commercials"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Significantly shortened versions of the text <sup class="noprint Inline-Template" style="margin-left:0.1em; white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Please_clarify" title="Wikipedia:Please clarify"><span title="The text near this tag may need clarification or removal of jargon. (July 2016)">clarification needed</span></a></i>]</sup> were used in two television commercials titled "Crazy Ones". </p><p>The one-minute commercial featured black and white video footage of significant historical people of the past, including (in order) <a href="/wiki/Albert_Einstein" title="Albert Einstein">Albert Einstein</a>, <a href="/wiki/Bob_Dylan" title="Bob Dylan">Bob Dylan</a>, <a href="/wiki/Martin_Luther_King_Jr." title="Martin Luther King Jr.">Martin Luther King Jr.</a>, <a href="/wiki/Richard_Branson" title="Richard Branson">Richard Branson</a>, <a href="/wiki/John_Lennon" title="John Lennon">John Lennon</a>, <a href="/wiki/R._Buckminster_Fuller" class="mw-redirect" title="R. Buckminster Fuller">R. Buckminster Fuller</a>, <a href="/wiki/Thomas_Edison" title="Thomas Edison">Thomas Edison</a>, <a href="/wiki/Muhammad_Ali" title="Muhammad Ali">Muhammad Ali</a>, <a href="/wiki/Ted_Turner" title="Ted Turner">Ted Turner</a>, <a href="/wiki/Maria_Callas" title="Maria Callas">Maria Callas</a>, <a href="/wiki/Mahatma_Gandhi" title="Mahatma Gandhi">Mahatma Gandhi</a>, <a href="/wiki/Amelia_Earhart" title="Amelia Earhart">Amelia Earhart</a>, <a href="/wiki/Alfred_Hitchcock" title="Alfred Hitchcock">Alfred Hitchcock</a>, <a href="/wiki/Martha_Graham" title="Martha Graham">Martha Graham</a>, <a href="/wiki/Jim_Henson" title="Jim Henson">Jim Henson</a> (with <a href="/wiki/Kermit_the_Frog" title="Kermit the Frog">Kermit the Frog</a>), <a href="/wiki/Frank_Lloyd_Wright" title="Frank Lloyd Wright">Frank Lloyd Wright</a>, and <a href="/wiki/Picasso" class="mw-redirect" title="Picasso">Picasso</a>. </p><p>The thirty-second commercial used many of the same people, but closed with <a href="/wiki/Jerry_Seinfeld" title="Jerry Seinfeld">Jerry Seinfeld</a>, instead of the young girl. In order: Albert Einstein, Bob Dylan, Martin Luther King, Jr., John Lennon, Martha Graham, Muhammad Ali, Alfred Hitchcock, Mahatma Gandhi, Jim Henson, Maria Callas, Picasso, and Jerry Seinfeld. </p> <div class="mw-heading mw-heading4"><h4 id="Print_advertisements">Print advertisements</h4><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Apple_Inc._advertising&action=edit&section=8" title="Edit section: Print advertisements"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Print advertisements from the campaign were published in many mainstream magazines such as <i>Newsweek</i> and <i><a href="/wiki/Time_(magazine)" title="Time (magazine)">Time</a></i>. These were often traditional advertisements, prominently featuring the company's computers or consumer electronics along with the slogan. However, there was also another series of print ads which were more focused on Apple's brand image than specific products. They featured a portrait of one of the historic figures shown in the television ad, with a small Apple logo and the words "Think Different" in one corner (with no reference to the company's products). </p> <div class="mw-heading mw-heading2"><h2 id="2001–present"><span id="2001.E2.80.93present"></span>2001–present</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Apple_Inc._advertising&action=edit&section=9" title="Edit section: 2001–present"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <div class="mw-heading mw-heading3"><h3 id=""Switch""><span id=".22Switch.22"></span>"Switch"</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Apple_Inc._advertising&action=edit&section=10" title="Edit section: "Switch""><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Switch_(ad_campaign)" title="Switch (ad campaign)">Switch (ad campaign)</a></div> <p>"Switch" was an <a href="/wiki/Advertising_campaign" title="Advertising campaign">advertising campaign</a> launched by Apple on June 10, 2002. "The Switcher" was a term conjured by Apple, it refers to a person who changes from using the <a href="/wiki/Microsoft_Windows" title="Microsoft Windows">Microsoft Windows</a> platform to the <a href="/wiki/Macintosh" class="mw-redirect" title="Macintosh">Mac</a>. These ads featured what the company referred to as "real people" who had "switched". An international television and print ad campaign directed users to a website where various myths about the Mac platform were dispelled. </p> <div class="mw-heading mw-heading3"><h3 id="iPod">iPod</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Apple_Inc._advertising&action=edit&section=11" title="Edit section: iPod"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/IPod_advertising" title="IPod advertising">iPod advertising</a></div> <p>Apple has promoted the iPod and <a href="/wiki/ITunes" title="ITunes">iTunes</a> with several advertising campaigns, particularly with their silhouette commercials used both in print and on TV. These commercials feature people as dark silhouettes, dancing to music against bright-colored backgrounds. The silhouettes hold their iPods which are shown in distinctive white. The TV advertisements have used a variety of songs from both mainstream and relatively unknown artists, whilst some commercials have featured silhouettes of specific artists including <a href="/wiki/Bob_Dylan" title="Bob Dylan">Bob Dylan</a>, <a href="/wiki/U2" title="U2">U2</a>, <a href="/wiki/Eminem" title="Eminem">Eminem</a>, <a href="/wiki/Jet_(band)" title="Jet (band)">Jet</a>, <a href="/wiki/The_Ting_Tings" title="The Ting Tings">The Ting Tings</a>, <a href="/wiki/Yael_Na%C3%AFm" class="mw-redirect" title="Yael Naïm">Yael Naïm</a>, <a href="/wiki/CSS_(band)" title="CSS (band)">CSS</a>, <a href="/wiki/Caesars_(band)" title="Caesars (band)">Caesars</a>, and <a href="/wiki/Wynton_Marsalis" title="Wynton Marsalis">Wynton Marsalis</a>. </p><p>Successive TV commercials have also used increasingly complex animation. Newer techniques include the use of textured backgrounds, 3D arenas, and photo-realistic lighting on silhouette characters. The "Completely Remastered" ads (for the 2nd generation iPod nano) have a different design, in which the background is completely black. </p><p>The colored iPod nanos shine light and glow, showing some of the dancers, holding the iPod nanos while a luminescent light trail made by moving iPod nanos. This is to display the fact that the 2nd generation iPod nanos are colored. The silhouette commercials are a family of <a href="/wiki/Advertising" title="Advertising">commercials</a> in a similar style that form part of the advertising campaign to promote the iPod, Apple's portable <a href="/wiki/Digital_music_player" class="mw-redirect" title="Digital music player">digital music player</a>. </p> <div class="mw-heading mw-heading3"><h3 id=""Get_a_Mac""><span id=".22Get_a_Mac.22"></span>"Get a Mac"</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Apple_Inc._advertising&action=edit&section=12" title="Edit section: "Get a Mac""><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Main article: <a href="/wiki/Get_a_Mac" title="Get a Mac">Get a Mac</a></div> <figure class="mw-default-size mw-halign-right" typeof="mw:File/Thumb"><a href="/wiki/File:Imamacimapc.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/en/thumb/a/ab/Imamacimapc.jpg/170px-Imamacimapc.jpg" decoding="async" width="170" height="194" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/a/ab/Imamacimapc.jpg/255px-Imamacimapc.jpg 1.5x, //upload.wikimedia.org/wikipedia/en/a/ab/Imamacimapc.jpg 2x" data-file-width="296" data-file-height="337" /></a><figcaption>The two characters from the ads who personify a <a href="/wiki/Windows" class="mw-redirect" title="Windows">Windows</a> <a href="/wiki/Personal_computer" title="Personal computer">PC</a> (left, <a href="/wiki/John_Hodgman" title="John Hodgman">John Hodgman</a>) and a <a href="/wiki/Macintosh" class="mw-redirect" title="Macintosh">Mac</a> PC (<a href="/wiki/Justin_Long" title="Justin Long">Justin Long</a>)</figcaption></figure> <p>In 2006, Apple released a series of twenty-four "I'm a Mac, I'm a PC" advertisements as part of their "Get a Mac" campaign. The campaign officially ended in 2010 due to the introduction of the iPad.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (May 2017)">citation needed</span></a></i>]</sup> </p><p>The ads, which are directed by <a href="/wiki/Phil_Morrison_(director)" title="Phil Morrison (director)">Phil Morrison</a>, star actor <a href="/wiki/Justin_Long" title="Justin Long">Justin Long</a> (<i><a href="/wiki/Accepted_(film)" title="Accepted (film)">Accepted</a></i>) and author and humorist <a href="/wiki/John_Hodgman" title="John Hodgman">John Hodgman</a> (<i><a href="/wiki/The_Daily_Show" title="The Daily Show">The Daily Show</a></i>) as a Macintosh (Mac) computer and a Windows <a href="/wiki/Personal_computer" title="Personal computer">PC</a>, respectively. </p><p>Since the launch of the original ads, similar commercials have appeared in Japan and the UK. While they use the same form and music as the American ads, the actors are specific to those countries. </p><p>The UK ads feature famous comedy duo <a href="/wiki/Mitchell_and_Webb" title="Mitchell and Webb">Mitchell and Webb</a>, with <a href="/wiki/David_Mitchell_(comedian)" title="David Mitchell (comedian)">David Mitchell</a> as the Windows PC and <a href="/wiki/Robert_Webb" title="Robert Webb">Robert Webb</a> as the Mac computer. The Japanese ones are played by <a href="/wiki/Rahmens" title="Rahmens">Rahmens</a>, with <a href="/wiki/Jin_Katagiri" title="Jin Katagiri">Jin Katagiri</a> as the Windows PC and <a href="/wiki/Kentar%C5%8D_Kobayashi" title="Kentarō Kobayashi">Kentarō Kobayashi</a> as the Mac computer. </p><p>In April 2009, Justin Long revealed that the "Get A Mac" commercials "might be done".<sup id="cite_ref-9" class="reference"><a href="#cite_note-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup> In May 2010, the "Get A Mac" was officially ended and the web pages began to redirect to a new "Why You'll Love Mac" page with more features on the Macintosh hardware and software.<sup id="cite_ref-10" class="reference"><a href="#cite_note-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="Genius_ads">Genius ads</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Apple_Inc._advertising&action=edit&section=13" title="Edit section: Genius ads"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Apple debuted a new series of ads produced by <a href="/wiki/TBWA_Worldwide" title="TBWA Worldwide">TBWA</a>\Media Arts Lab during television broadcasts of the <a href="/wiki/2012_Summer_Olympics_opening_ceremony" title="2012 Summer Olympics opening ceremony">2012 Summer Olympics opening ceremony</a>. The ads portrayed people in everyday situations being assisted by an employee from the company's <a href="/wiki/Genius_Bar" title="Genius Bar">Genius Bars</a>. The ads were widely criticized, with some, including former <a href="/wiki/TBWA/Chiat/Day" class="mw-redirect" title="TBWA/Chiat/Day">TBWA\Chiat\Day</a> creative director Ken Segall remarking that it portrayed Apple customers as clueless.<sup id="cite_ref-ForbesGenius_11-0" class="reference"><a href="#cite_note-ForbesGenius-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-ArsGenius_12-0" class="reference"><a href="#cite_note-ArsGenius-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-AdAgeGenius_13-0" class="reference"><a href="#cite_note-AdAgeGenius-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="iPhone_Ads">iPhone Ads</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Apple_Inc._advertising&action=edit&section=14" title="Edit section: iPhone Ads"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Apple has aired many advertisements promoting the different models of the iPhone since its initial release in 2007. This company is well known for their advertisements and marketing strategy. Apple segments its customer base by using behavioral, demographic, and psychographic factors.<sup id="cite_ref-14" class="reference"><a href="#cite_note-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> Within their iPhone<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Avoid_weasel_words" class="mw-redirect" title="Wikipedia:Avoid weasel words"><span title="The material near this tag possibly uses too vague attribution or weasel words. (September 2019)">which?</span></a></i>]</sup> advertising, Apple has made it a point to highlight the key features that their phone has to offer. Apple highlights claimed superior performance, camera quality, privacy and several other factors<sup class="noprint Inline-Template" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Avoid_weasel_words" class="mw-redirect" title="Wikipedia:Avoid weasel words"><span title="The material near this tag possibly uses too vague attribution or weasel words. (September 2019)">which?</span></a></i>]</sup> that they say set their product apart.<sup id="cite_ref-15" class="reference"><a href="#cite_note-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> Apple aims to win over the majority of smartphone users by showing customers the great features the iPhone has to offer. One way Apple does this is by sending ordinary users out into the world to capture pictures and videos.<sup id="cite_ref-16" class="reference"><a href="#cite_note-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup> The ads show how the camera feature works and claim that such pictures can be taken by anyone, as long as it is only on an iPhone, not other brand's phones. </p><p>A second strategy Apple has is comparing their product with rival products in their advertisements. Ads that show the relative advantage the iPhone has over competitor products. They focus on potential switchers who currently are using another smartphone brand. The iPhone advertising campaign took flight in 2007 and has continued into 2019. </p><p>Apple released the first advertisement for the iPhone in February 2007 during the national broadcast of the Academy Awards. The 30-second commercial featured cuts of famous figures answering their telephones, all saying "Hello".<sup id="cite_ref-17" class="reference"><a href="#cite_note-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup> As it progressed, the ad showed more recent versions of the telephone; it ended with a preview of the first generation iPhone to draw a connection between the iPhone".<sup id="cite_ref-18" class="reference"><a href="#cite_note-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> Other features included in those advertisements were email, camera, and general touchscreen capabilities. </p><p>In September 2016, the "Don't Blink" web video campaign was launched, which described the new Apple product line in 107 seconds with fast typography. It has since gone on to become an often-used video template on social media. </p> <div class="mw-heading mw-heading3"><h3 id="Apple_Music_Ads">Apple Music Ads</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Apple_Inc._advertising&action=edit&section=15" title="Edit section: Apple Music Ads"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p><a href="/wiki/Apple_Music" title="Apple Music">Apple Music</a> ads have had a theme throughout recent years. Apple uses celebrities, like dancers and singers to star in their Apple Music commercials along with their ear bud commercials starring dancer like <a href="/wiki/Lil_Buck" title="Lil Buck">Lil Buck</a>. Recently in 2016, <a href="/wiki/Taylor_Swift" title="Taylor Swift">Taylor Swift</a> released her new Apple Music ad that featured a Drake song. Not only was this successful for Apple because of the humor of the plot line, but it spurred a 431% jump in sales for Drake.<sup id="cite_ref-19" class="reference"><a href="#cite_note-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id=""Crush!""><span id=".22Crush.21.22"></span>"Crush!"</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Apple_Inc._advertising&action=edit&section=16" title="Edit section: "Crush!""><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">See also: <a href="/wiki/IPad_Pro_(7th_generation)#"Crush!"_advertisement_controversy" title="IPad Pro (7th generation)">iPad Pro (7th generation) § "Crush!" advertisement controversy</a></div> <style data-mw-deduplicate="TemplateStyles:r1257001546">.mw-parser-output .infobox-subbox{padding:0;border:none;margin:-3px;width:auto;min-width:100%;font-size:100%;clear:none;float:none;background-color:transparent}.mw-parser-output .infobox-3cols-child{margin:auto}.mw-parser-output .infobox .navbar{font-size:100%}@media screen{html.skin-theme-clientpref-night .mw-parser-output .infobox-full-data:not(.notheme)>div:not(.notheme)[style]{background:#1f1f23!important;color:#f8f9fa}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .infobox-full-data:not(.notheme) div:not(.notheme){background:#1f1f23!important;color:#f8f9fa}}@media(min-width:640px){body.skin--responsive .mw-parser-output .infobox-table{display:table!important}body.skin--responsive .mw-parser-output .infobox-table>caption{display:table-caption!important}body.skin--responsive .mw-parser-output .infobox-table>tbody{display:table-row-group}body.skin--responsive .mw-parser-output .infobox-table tr{display:table-row!important}body.skin--responsive .mw-parser-output .infobox-table th,body.skin--responsive .mw-parser-output .infobox-table td{padding-left:inherit;padding-right:inherit}}</style><table class="infobox" style="clear: right; float:right;margin:0 0 1.5em 1.5em"><tbody><tr><th colspan="2" class="infobox-above" style="font-size:115%">External videos</th></tr><tr><td colspan="2" class="infobox-full-data" style="text-align: left"><span typeof="mw:File"><span><img alt="video icon" src="//upload.wikimedia.org/wikipedia/commons/thumb/1/1b/Nuvola_apps_kaboodle.svg/16px-Nuvola_apps_kaboodle.svg.png" decoding="async" width="16" height="16" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/1/1b/Nuvola_apps_kaboodle.svg/24px-Nuvola_apps_kaboodle.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/1/1b/Nuvola_apps_kaboodle.svg/32px-Nuvola_apps_kaboodle.svg.png 2x" data-file-width="128" data-file-height="128" /></span></span> <a rel="nofollow" class="external text" href="https://www.youtube.com/watch?v=ntjkwIXWtrc">Crush! | iPad Pro | Apple</a></td></tr></tbody></table> <p>On May 7, 2024, Apple released an advertisement called "Crush!" for the <a href="/wiki/IPad_Pro_(7th_generation)" title="IPad Pro (7th generation)">iPad Pro</a>, featuring a variety of instruments and art supplies, such as an <a href="/wiki/Arcade_cabinet" title="Arcade cabinet">arcade cabinet</a>, <a href="/wiki/Piano" title="Piano">piano</a>, and <a href="/wiki/Paints" class="mw-redirect" title="Paints">paints</a>, being destroyed by a <a href="/wiki/Hydraulic_press" title="Hydraulic press">hydraulic press</a> and symbolically compressed into an iPad Pro, with the song "<a href="/wiki/All_I_Ever_Need_Is_You_(song)" title="All I Ever Need Is You (song)">All I Ever Need Is You</a>" by <a href="/wiki/Sonny_%26_Cher" title="Sonny & Cher">Sonny & Cher</a> as background music. </p><p>The advertisement received broad criticism online, with <a href="/wiki/Hugh_Grant" title="Hugh Grant">Hugh Grant</a> describing the advertisement as a "destruction of the human experience". On May 9, 2024, Tor Myhren, Apple’s VP of marketing communications, issued an apology for the advertisement, stating "Creativity is in our DNA at Apple, and it’s incredibly important to us to design products that empower creatives all over the world. Our goal is to always celebrate the myriad of ways users express themselves and bring their ideas to life through iPad. We missed the mark with this video, and we’re sorry ".<sup id="cite_ref-20" class="reference"><a href="#cite_note-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-21" class="reference"><a href="#cite_note-21"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-22" class="reference"><a href="#cite_note-22"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-23" class="reference"><a href="#cite_note-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Criticism">Criticism</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Apple_Inc._advertising&action=edit&section=17" title="Edit section: Criticism"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Apple's advertising has come under criticism for adapting other creative works as advertisements and for inaccurate depictions of product functionality. </p><p>Some artists and unrelated businesses have complained that Apple's advertisements use their ideas. A 2005 iPod campaign starring rapper <a href="/wiki/Eminem" title="Eminem">Eminem</a>, called "Detroit", was criticized for being too similar to a 2002 advertisement for <a href="/wiki/Lugz" title="Lugz">Lugz boots</a>.<sup id="cite_ref-NYTLugz_24-0" class="reference"><a href="#cite_note-NYTLugz-24"><span class="cite-bracket">[</span>24<span class="cite-bracket">]</span></a></sup> A 2006 television advertisement was made by a director who had also made music videos for <a href="/wiki/Postal_Service_(band)" class="mw-redirect" title="Postal Service (band)">an American band</a>, and the ad was criticized for being too similar to the music videos.<sup id="cite_ref-:0_25-0" class="reference"><a href="#cite_note-:0-25"><span class="cite-bracket">[</span>25<span class="cite-bracket">]</span></a></sup> Artist <a href="/wiki/Christian_Marclay" title="Christian Marclay">Christian Marclay</a> denied Apple the rights to his 1995 short film "Telephones" to market Apple's <a href="/wiki/IPhone" title="IPhone">iPhone</a>, but Apple ran an ad during the 2007 Academy Awards broadcast that "seems like a tribute" to Marclay's experimental film.<sup id="cite_ref-EngadgetRipOff_26-0" class="reference"><a href="#cite_note-EngadgetRipOff-26"><span class="cite-bracket">[</span>26<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:0_25-1" class="reference"><a href="#cite_note-:0-25"><span class="cite-bracket">[</span>25<span class="cite-bracket">]</span></a></sup> In July 2007, Colorado-based photographer <a href="/wiki/Louie_Psihoyos" title="Louie Psihoyos">Louie Psihoyos</a> filed suit against Apple for using his "wall of videos" imagery to advertise for <a href="/wiki/Apple_TV" title="Apple TV">Apple TV</a>. Apple had allegedly been negotiating with Psihoyos for rights to the imagery, but backed out and used similar imagery anyway. Psyhoyos later dropped the lawsuit.<sup id="cite_ref-27" class="reference"><a href="#cite_note-27"><span class="cite-bracket">[</span>27<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-:0_25-2" class="reference"><a href="#cite_note-:0-25"><span class="cite-bracket">[</span>25<span class="cite-bracket">]</span></a></sup> Generally, copyright law prohibits copying specific expressions, but does not prohibit adapting ideas for other purposes, including as a <a href="/wiki/Homage_(arts)" title="Homage (arts)">tribute</a> through allusions to works created by the honored artist.<sup id="cite_ref-:0_25-3" class="reference"><a href="#cite_note-:0-25"><span class="cite-bracket">[</span>25<span class="cite-bracket">]</span></a></sup> </p><p>In August 2008, the Advertising Standards Authority (ASA) in the UK banned one iPhone ad from further broadcast in its original form due to "misleading claims". The ASA took issue with the ads' claim that "all parts of the internet are on the iPhone", when the device did not support <a href="/wiki/Java_(software_platform)" title="Java (software platform)">Java</a> or Adobe's third-party <a href="/wiki/Flash_Player" class="mw-redirect" title="Flash Player">Flash</a> web <a href="/wiki/Browser_plug-in" class="mw-redirect" title="Browser plug-in">browser plug-in</a>.<sup id="cite_ref-28" class="reference"><a href="#cite_note-28"><span class="cite-bracket">[</span>28<span class="cite-bracket">]</span></a></sup> The newer iPhone ads presented a "Sequence Shortened" caption at the beginning.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (July 2017)">citation needed</span></a></i>]</sup> </p><p>In 2012 Apple was sued in Australia for branding its 2012 iPad as being 4G capable, even though the iPad was not compatible with Australia's 4G network. Apple offered a refund to customers for all iPads sold in Australia.<sup id="cite_ref-29" class="reference"><a href="#cite_note-29"><span class="cite-bracket">[</span>29<span class="cite-bracket">]</span></a></sup> Apple Inc. agreed to pay a A$2.25 million penalty for misleading Australian customers about its iPad being 4G capable.<sup id="cite_ref-30" class="reference"><a href="#cite_note-30"><span class="cite-bracket">[</span>30<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Apple_Inc._advertising&action=edit&section=18" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist reflist-columns references-column-width reflist-columns-2"> <ol class="references"> <li id="cite_note-1"><span class="mw-cite-backlink"><b><a href="#cite_ref-1">^</a></b></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output .id-lock-registration.id-lock-registration a{background:url("//upload.wikimedia.org/wikipedia/commons/d/d6/Lock-gray-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-subscription.id-lock-subscription a{background:url("//upload.wikimedia.org/wikipedia/commons/a/aa/Lock-red-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .cs1-ws-icon a{background:url("//upload.wikimedia.org/wikipedia/commons/4/4c/Wikisource-logo.svg")right 0.1em center/12px no-repeat}body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-free a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-limited a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-registration a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-subscription a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .cs1-ws-icon a{background-size:contain;padding:0 1em 0 0}.mw-parser-output .cs1-code{color:inherit;background:inherit;border:none;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;color:var(--color-error,#d33)}.mw-parser-output .cs1-visible-error{color:var(--color-error,#d33)}.mw-parser-output .cs1-maint{display:none;color:#085;margin-left:0.3em}.mw-parser-output .cs1-kern-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right{padding-right:0.2em}.mw-parser-output .citation .mw-selflink{font-weight:inherit}@media screen{.mw-parser-output .cs1-format{font-size:95%}html.skin-theme-clientpref-night .mw-parser-output .cs1-maint{color:#18911f}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .cs1-maint{color:#18911f}}</style><cite id="CITEREFApple_Inc." class="citation web cs1"><a href="/wiki/Apple_Inc." title="Apple Inc.">Apple Inc.</a> <a rel="nofollow" class="external text" href="http://www.digibarn.com/collections/ads/apple-mac/index.htm">"Apple Macintosh 18 Page Brochure"</a>. 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Retrieved <span class="nowrap">April 24,</span> 2006</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Apple+Macintosh+18+Page+Brochure&rft.pub=DigiBarn+Computer+Museum&rft.au=Apple+Inc.&rft_id=http%3A%2F%2Fwww.digibarn.com%2Fcollections%2Fads%2Fapple-mac%2Findex.htm&rfr_id=info%3Asid%2Fen.wikipedia.org%3AApple+Inc.+advertising" class="Z3988"></span></span> </li> <li id="cite_note-2"><span class="mw-cite-backlink"><b><a href="#cite_ref-2">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFApple_Inc." class="citation web cs1"><a href="/wiki/Apple_Inc." title="Apple Inc.">Apple Inc.</a> <a rel="nofollow" class="external text" href="http://www.guidebookgallery.org/ads/magazines/macos/macos10-newsweek">"1984 <i>Newsweek</i> Macintosh ads"</a>. 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Retrieved <span class="nowrap">July 5,</span> 2007</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Apple%27s+Little+Problem+with+Ripping+off+Artists&rft.pub=Engadget&rft.date=2007-07-05&rft.au=Ryan+Block&rft_id=https%3A%2F%2Fwww.engadget.com%2F2007%2F07%2F05%2Fapples-little-problem-with-ripping-off-artists&rfr_id=info%3Asid%2Fen.wikipedia.org%3AApple+Inc.+advertising" class="Z3988"></span></span> </li> <li id="cite_note-27"><span class="mw-cite-backlink"><b><a href="#cite_ref-27">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://www.engadget.com/2007/07/04/apple-facing-two-lawsuits-for-alleged-copyright-violations">"Apple Faces Two Lawsuits for Alleged Copyright Violations"</a>. <a href="/wiki/Engadget" title="Engadget">Engadget</a>. July 4, 2007.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Apple+Faces+Two+Lawsuits+for+Alleged+Copyright+Violations&rft.pub=Engadget&rft.date=2007-07-04&rft_id=https%3A%2F%2Fwww.engadget.com%2F2007%2F07%2F04%2Fapple-facing-two-lawsuits-for-alleged-copyright-violations&rfr_id=info%3Asid%2Fen.wikipedia.org%3AApple+Inc.+advertising" class="Z3988"></span></span> </li> <li id="cite_note-28"><span class="mw-cite-backlink"><b><a href="#cite_ref-28">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="http://www.appleinsider.com/articles/08/08/27/apple_iphone_ad_banned_in_uk_due_to_misleading_claims.html">"Apple iPhone ad banned in the UK due to "misleading" claims"</a>. AppleInsider. August 27, 2008.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Apple+iPhone+ad+banned+in+the+UK+due+to+%22misleading%22+claims&rft.pub=AppleInsider&rft.date=2008-08-27&rft_id=http%3A%2F%2Fwww.appleinsider.com%2Farticles%2F08%2F08%2F27%2Fapple_iphone_ad_banned_in_uk_due_to_misleading_claims.html&rfr_id=info%3Asid%2Fen.wikipedia.org%3AApple+Inc.+advertising" class="Z3988"></span></span> </li> <li id="cite_note-29"><span class="mw-cite-backlink"><b><a href="#cite_ref-29">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFFrith2012" class="citation news cs1">Frith, David (April 3, 2012). <a rel="nofollow" class="external text" href="http://www.theaustralian.com.au/australian-it/opinion/apple-courts-trouble-with-ipads-4g-claim/story-e6frgb0o-1226316766097">"Apple courts trouble with iPad's 4G claim"</a>. <i><a href="/wiki/The_Australian" title="The Australian">The Australian</a></i><span class="reference-accessdate">. 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June 8, 2012.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=The+Times+Of+India&rft.atitle=Apple+to+pay+%242.22+mn+fine+for+%27misleading+ad%27&rft.date=2012-06-08&rft_id=http%3A%2F%2Ftimesofindia.indiatimes.com%2Ftech%2Fnews%2Fhardware%2FApple-to-pay-2-22-mn-fine-for-misleading-ad%2Farticleshow%2F13922020.cms&rfr_id=info%3Asid%2Fen.wikipedia.org%3AApple+Inc.+advertising" class="Z3988"></span></span> </li> </ol></div> <div class="mw-heading mw-heading2"><h2 id="External_links">External links</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Apple_Inc._advertising&action=edit&section=19" title="Edit section: External links"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a rel="nofollow" class="external text" href="https://web.archive.org/web/20060428031012/http://library.stanford.edu/mac/market.html">The Macintosh Marketing Campaign</a></li> <li><a rel="nofollow" class="external text" href="http://lureofmac.com/30-years-amazing-must-see-mac-ads-apple/">Macintosh Television Advertising Over Thirty Years</a></li></ul> <div style="clear:both;" class=""></div> <div class="navbox-styles"><style data-mw-deduplicate="TemplateStyles:r1129693374">.mw-parser-output .hlist dl,.mw-parser-output .hlist ol,.mw-parser-output .hlist ul{margin:0;padding:0}.mw-parser-output .hlist dd,.mw-parser-output .hlist dt,.mw-parser-output .hlist li{margin:0;display:inline}.mw-parser-output .hlist.inline,.mw-parser-output .hlist.inline dl,.mw-parser-output .hlist.inline ol,.mw-parser-output .hlist.inline ul,.mw-parser-output .hlist dl dl,.mw-parser-output .hlist dl ol,.mw-parser-output .hlist dl ul,.mw-parser-output .hlist ol dl,.mw-parser-output .hlist ol ol,.mw-parser-output .hlist ol ul,.mw-parser-output .hlist ul dl,.mw-parser-output .hlist ul ol,.mw-parser-output .hlist ul ul{display:inline}.mw-parser-output .hlist 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href="/wiki/MacBook" title="MacBook">MacBook</a> <ul><li><a href="/wiki/MacBook_Air" title="MacBook Air">Air</a></li> <li><a href="/wiki/MacBook_Pro" title="MacBook Pro">Pro</a></li></ul></li> <li><a href="/wiki/Mac_Mini" title="Mac Mini">Mini</a></li> <li><a href="/wiki/Mac_Studio" title="Mac Studio">Studio</a></li> <li><a href="/wiki/Mac_Pro" title="Mac Pro">Pro</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/IPod" title="IPod">iPod</a></th><td class="navbox-list-with-group navbox-list navbox-even" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><i><a href="/wiki/IPod_Classic" title="IPod Classic">Classic</a></i></li> <li><i><a href="/wiki/IPod_Mini" title="IPod Mini">Mini</a></i></li> <li><i><a href="/wiki/IPod_Nano" title="IPod Nano">Nano</a></i></li> <li><i><a href="/wiki/IPod_Shuffle" title="IPod Shuffle">Shuffle</a></i></li> <li><i><a href="/wiki/IPod_Touch" title="IPod Touch">Touch</a></i></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/IPhone" title="IPhone">iPhone</a></th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/IPhone_hardware" title="IPhone hardware">Hardware</a></li> <li><a href="/wiki/History_of_the_iPhone" title="History of the iPhone">History</a></li> <li><a href="/wiki/List_of_iPhone_models" title="List of iPhone models">iPhone models</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/IPad" title="IPad">iPad</a></th><td class="navbox-list-with-group navbox-list navbox-even" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/IPad_Mini" title="IPad Mini">Mini</a></li> <li><a href="/wiki/IPad_Air" class="mw-redirect" title="IPad Air">Air</a></li> <li><a href="/wiki/IPad_Pro" title="IPad Pro">Pro</a></li> <li><a href="/wiki/List_of_iPad_accessories" title="List of iPad accessories">Accessories</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/AirPods" title="AirPods">AirPods</a></th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/AirPods_Pro" title="AirPods Pro">Pro</a></li> <li><a href="/wiki/AirPods_Max" title="AirPods Max">Max</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Other</th><td class="navbox-list-with-group navbox-list navbox-even" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Apple_SIM" title="Apple SIM">Apple SIM</a></li> <li><a href="/wiki/AirTag" title="AirTag">AirTag</a></li> <li><a href="/wiki/Beats_Electronics" title="Beats Electronics">Beats</a> <ul><li><a href="/wiki/Beats_Pill" title="Beats Pill">Pill</a></li></ul></li> <li><a href="/wiki/HomePod" title="HomePod">HomePod</a> <ul><li><a href="/wiki/HomePod_Mini" title="HomePod Mini">Mini</a></li></ul></li> <li><a href="/wiki/Apple_silicon" title="Apple silicon">Silicon</a></li> <li><a href="/wiki/Apple_TV" title="Apple TV">TV</a></li> <li><a href="/wiki/Apple_Vision_Pro" title="Apple Vision Pro">Vision Pro</a></li> <li><a href="/wiki/Apple_Watch" title="Apple Watch">Watch</a></li></ul> </div></td></tr></tbody></table><div></div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Category:Apple_Inc._software" title="Category:Apple Inc. software">Software</a></th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"></div><table class="nowraplinks navbox-subgroup" style="border-spacing:0"><tbody><tr><th id="Operatingsystems" scope="row" class="navbox-group" style="width:1%"><a href="/wiki/List_of_Apple_operating_systems" title="List of Apple operating systems">Operating<br />systems</a></th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/IOS" title="IOS">iOS</a> / <a href="/wiki/IPadOS" title="IPadOS">iPadOS</a> <ul><li><a href="/wiki/List_of_iPhone_models" title="List of iPhone models">iPhones</a></li> <li><a href="/wiki/List_of_iPad_models" title="List of iPad models">iPads</a></li> <li><a href="/wiki/IOS_version_history" title="IOS version history">iOS history</a></li> <li><a href="/wiki/IPadOS_version_history" title="IPadOS version history">iPadOS history</a></li> <li><a href="/wiki/Pre-installed_iOS_apps" class="mw-redirect" title="Pre-installed iOS apps">Apps</a></li></ul></li> <li><a href="/wiki/MacOS" title="MacOS">macOS</a> <ul><li><a href="/wiki/MacOS_version_history" title="MacOS version history">History</a></li> <li><a href="/wiki/MacOS_Server" class="mw-redirect" title="MacOS Server">Server</a></li></ul></li> <li><a href="/wiki/TvOS" title="TvOS">tvOS</a></li> <li><a href="/wiki/WatchOS" title="WatchOS">watchOS</a></li> <li><a href="/wiki/BridgeOS" title="BridgeOS">bridgeOS</a></li> <li><a href="/wiki/Darwin_(operating_system)" title="Darwin (operating system)">Darwin</a></li> <li><i><a href="/wiki/Classic_Mac_OS" title="Classic Mac OS">Classic Mac OS</a></i></li> <li><a href="/wiki/VisionOS" title="VisionOS">visionOS</a></li></ul> </div></td></tr><tr><td colspan="2" class="navbox-list navbox-even" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/CarPlay" title="CarPlay">CarPlay</a></li> <li><a href="/wiki/Classroom_(Apple)" title="Classroom (Apple)">Classroom</a></li> <li><a href="/wiki/HomeKit" title="HomeKit">HomeKit</a></li> <li><a href="/wiki/Core_Foundation" title="Core Foundation">Core Foundation</a></li> <li><a href="/wiki/Apple_Developer_Tools" title="Apple Developer Tools">Developer Tools</a></li> <li><a href="/wiki/FileMaker" title="FileMaker">FileMaker</a></li> <li><a href="/wiki/Final_Cut_Pro" title="Final Cut Pro">Final Cut Pro</a> <ul><li><a href="/wiki/Final_Cut_Pro_X" class="mw-redirect" title="Final Cut Pro X">X</a></li> <li><a href="/wiki/Compressor_(software)" title="Compressor (software)">Compressor</a></li> <li><a href="/wiki/Motion_(software)" title="Motion (software)">Motion</a></li></ul></li> <li><a href="/wiki/Logic_Pro" title="Logic Pro">Logic Pro</a> <ul><li><a href="/wiki/MainStage_(software)" title="MainStage (software)">MainStage</a></li></ul></li> <li><i><a href="/wiki/ILife" title="ILife">iLife</a></i> <ul><li><a href="/wiki/GarageBand" title="GarageBand">GarageBand</a></li> <li><a href="/wiki/IMovie" title="IMovie">iMovie</a></li> <li><i><a href="/wiki/IPhoto" title="IPhoto">iPhoto</a></i></li></ul></li> <li><a href="/wiki/ITunes" title="ITunes">iTunes</a></li> <li><a href="/wiki/IWork" title="IWork">iWork</a> <ul><li><a href="/wiki/Keynote_(presentation_software)" title="Keynote (presentation software)">Keynote</a></li> <li><a href="/wiki/Numbers_(spreadsheet)" title="Numbers (spreadsheet)">Numbers</a></li> <li><a href="/wiki/Pages_(word_processor)" title="Pages (word processor)">Pages</a></li></ul></li> <li><a href="/wiki/Apple_Mail" title="Apple Mail">Mail</a></li> <li><a href="/wiki/QuickTime" title="QuickTime">QuickTime</a></li> <li><a href="/wiki/Safari_(web_browser)" title="Safari (web browser)">Safari</a></li> <li><a href="/wiki/SceneKit" title="SceneKit">SceneKit</a></li> <li><a href="/wiki/Shazam_(music_app)" title="Shazam (music app)">Shazam</a></li> <li><a href="/wiki/Siri" title="Siri">Siri</a></li> <li><a href="/wiki/Swift_(programming_language)" title="Swift (programming language)">Swift</a></li> <li><a href="/wiki/Xcode" title="Xcode">Xcode</a></li></ul> </div></td></tr></tbody></table><div></div></td></tr></tbody></table><div></div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Category:Apple_Inc._services" title="Category:Apple Inc. services">Services</a></th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"></div><table class="nowraplinks navbox-subgroup" style="border-spacing:0"><tbody><tr><th scope="row" class="navbox-group" style="width:1%">Financial</th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Apple_Card" title="Apple Card">Card</a></li> <li><a href="/wiki/Apple_Pay" title="Apple Pay">Pay</a></li> <li><a href="/wiki/Apple_Wallet" title="Apple Wallet">Wallet</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Media</th><td class="navbox-list-with-group navbox-list navbox-even" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Apple_Arcade" title="Apple Arcade">Arcade</a></li> <li><a href="/wiki/Apple_Books" title="Apple Books">Books</a></li> <li><a href="/wiki/Apple_Music" title="Apple Music">Music</a> <ul><li><a href="/wiki/Apple_Music_1" title="Apple Music 1">1</a></li> <li><i><a href="/wiki/Beats_Music" title="Beats Music">Beats Music</a></i></li> <li><a href="/wiki/Apple_Music_Up_Next" title="Apple Music Up Next">Up Next</a></li> <li><i><a href="/wiki/Apple_Music_Festival" title="Apple Music Festival">Festival</a></i></li> <li><i><a href="/wiki/ITunes_Radio" title="ITunes Radio">iTunes Radio</a></i></li> <li><a href="/wiki/Music_(app)" title="Music (app)">App</a></li></ul></li> <li><a href="/wiki/Apple_News" title="Apple News">News</a> <ul><li><i><a href="/wiki/Newsstand_(software)" title="Newsstand (software)">Newsstand</a></i></li></ul></li> <li><a href="/wiki/Apple_Podcasts" title="Apple Podcasts">Podcasts</a></li> <li><a href="/wiki/Apple_TV_app" title="Apple TV app">TV</a> <ul><li><a href="/wiki/Apple_TV%2B" title="Apple TV+">+</a></li> <li><a href="/wiki/List_of_Apple_TV%2B_original_programming" title="List of Apple TV+ original programming">originals</a></li> <li><a href="/wiki/MLS_Season_Pass" title="MLS Season Pass">MLS Season Pass</a></li></ul></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Communication</th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/FaceTime" title="FaceTime">FaceTime</a></li> <li><a href="/wiki/Walkie-Talkie_(Apple)" class="mw-redirect" title="Walkie-Talkie (Apple)">Walkie-Talkie</a></li> <li><a href="/wiki/IMessage" title="IMessage">iMessage</a> <ul><li><i><a href="/wiki/IChat" title="IChat">iChat</a></i></li> <li><a href="/wiki/Messages_(Apple)" title="Messages (Apple)">App</a></li></ul></li> <li><a href="/wiki/Game_Center" title="Game Center">Game Center</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Retail and<br />digital sales</th><td class="navbox-list-with-group navbox-list navbox-even" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/App_Store_(Apple)" title="App Store (Apple)">App Store</a> <ul><li><a href="/wiki/Mac_App_Store" title="Mac App Store">macOS</a></li></ul></li> <li><a href="/wiki/ITunes_Store" title="ITunes Store">iTunes Store</a> <ul><li><a href="/wiki/ITunes_Connect" title="ITunes Connect">Connect</a></li></ul></li> <li><a href="/wiki/Apple_Store" title="Apple Store">Store</a> <ul><li><a href="/wiki/Apple_Fifth_Avenue" title="Apple Fifth Avenue">Fifth Avenue</a></li></ul></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Support</th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/AppleCare%2B" title="AppleCare+">AppleCare+</a></li> <li><a href="/wiki/Apple_Authorized_Service_Provider" title="Apple Authorized Service Provider">AASP</a></li> <li><a href="/wiki/Apple_certification_programs" title="Apple certification programs">Certifications</a></li> <li><a href="/wiki/Genius_Bar" title="Genius Bar">Genius Bar</a></li> <li><i><a href="/wiki/ProCare" title="ProCare">ProCare</a></i></li> <li><i><a href="/wiki/One_to_One_(Apple)" title="One to One (Apple)">One to One</a></i></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Other</th><td class="navbox-list-with-group navbox-list navbox-even" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Apple_Account" title="Apple Account">Apple Account</a> (formerly <i>Apple ID</i>) <ul><li><a href="/wiki/Sign_in_with_Apple" title="Sign in with Apple">Sign in with Apple</a></li></ul></li> <li><a href="/wiki/Apple_One" title="Apple One">One</a></li> <li><a href="/wiki/Apple_Developer" title="Apple Developer">Developer</a> <ul><li><i><a href="/wiki/IAd" title="IAd">iAd</a></i></li> <li><a href="/wiki/TestFlight" title="TestFlight">TestFlight</a></li> <li><a href="/wiki/Worldwide_Developers_Conference" title="Worldwide Developers Conference">WWDC</a></li></ul></li> <li><a href="/wiki/ICloud" title="ICloud">iCloud</a> <ul><li><i><a href="/wiki/MobileMe" title="MobileMe">MobileMe</a></i></li></ul></li> <li><a href="/wiki/Find_My" title="Find My">Find My</a></li> <li><a href="/wiki/Fitness_(Apple)" title="Fitness (Apple)">Fitness</a></li> <li><a href="/wiki/Photos_(Apple)" title="Photos (Apple)">Photos</a></li> <li><a href="/wiki/Apple_Maps" title="Apple Maps">Maps</a> <ul><li><a href="/wiki/Flyover_(Apple_Maps)" title="Flyover (Apple Maps)">Flyover</a></li> <li><a href="/wiki/Look_Around_(Apple)" title="Look Around (Apple)">Look Around</a></li></ul></li></ul> </div></td></tr></tbody></table><div></div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Companies</th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"></div><table class="nowraplinks navbox-subgroup" style="border-spacing:0"><tbody><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Category:Apple_Inc._subsidiaries" title="Category:Apple Inc. subsidiaries">Subsidiaries</a></th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Anobit" title="Anobit">Anobit</a></li> <li><a href="/wiki/Apple_IMC" title="Apple IMC">Apple IMC</a></li> <li><a href="/wiki/Apple_Studios" title="Apple Studios">Apple Studios</a></li> <li><a href="/wiki/Beats_Electronics" title="Beats Electronics">Beats</a></li> <li><a href="/wiki/Beddit" title="Beddit">Beddit</a></li> <li><a href="/wiki/Braeburn_Capital" title="Braeburn Capital">Braeburn Capital</a></li> <li><a href="/wiki/Claris" title="Claris">Claris</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Category:Apple_Inc._acquisitions" title="Category:Apple Inc. acquisitions">Acquisitions</a></th><td class="navbox-list-with-group navbox-list navbox-even" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/List_of_mergers_and_acquisitions_by_Apple" title="List of mergers and acquisitions by Apple">Completed</a> <ul><li><a href="/wiki/Anobit" title="Anobit">Anobit</a></li> <li><i><a href="/wiki/AuthenTec" title="AuthenTec">AuthenTec</a></i></li> <li><a href="/wiki/Beats_Electronics" title="Beats Electronics">Beats</a></li> <li><a href="/wiki/Beddit" title="Beddit">Beddit</a></li> <li><a href="/wiki/BIS_Records" title="BIS Records">BIS Records</a></li> <li><i><a href="/wiki/Cue_(search_engine)" title="Cue (search engine)">Cue</a></i></li> <li><i><a href="/wiki/EditGrid" title="EditGrid">EditGrid</a></i></li> <li><i><a href="/wiki/Emagic" title="Emagic">Emagic</a></i></li> <li><i><a href="/wiki/FingerWorks" title="FingerWorks">FingerWorks</a></i></li> <li><i><a href="/wiki/Intrinsity" title="Intrinsity">Intrinsity</a></i></li> <li><i><a href="/wiki/InVisage_Technologies" title="InVisage Technologies">InVisage Technologies</a></i></li> <li><i><a href="/wiki/The_Keyboard_Company" title="The Keyboard Company">The Keyboard Company</a></i></li> <li><i><a href="/wiki/Lala_(website)" title="Lala (website)">Lala</a></i></li> <li><i><a href="/wiki/Metaio" title="Metaio">Metaio</a></i></li> <li><i><a href="/wiki/NeXT" title="NeXT">NeXT</a></i></li> <li><i><a href="/wiki/Nothing_Real" title="Nothing Real">Nothing Real</a></i></li> <li><i><a href="/wiki/P.A._Semi" title="P.A. Semi">P.A. Semi</a></i></li> <li><i><a href="/wiki/Power_Computing_Corporation" title="Power Computing Corporation">Power Computing</a></i></li> <li><i><a href="/wiki/PrimeSense" title="PrimeSense">PrimeSense</a></i></li> <li><a href="/wiki/Shazam_(music_app)" title="Shazam (music app)">Shazam Entertainment Limited</a></li> <li><a href="/wiki/Siri" title="Siri">Siri</a></li> <li><i><a href="/wiki/Texture_(app)" title="Texture (app)">Texture</a></i></li> <li><i><a href="/wiki/Topsy_Labs" title="Topsy Labs">Topsy</a></i></li></ul></li> <li>Potential <ul><li><a href="/wiki/Potential_acquisition_of_Disney_by_Apple" title="Potential acquisition of Disney by Apple">Disney</a></li></ul></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Category:Apple_Inc._partnerships" title="Category:Apple Inc. partnerships">Partnerships</a></th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><i><a href="/wiki/AIM_alliance" title="AIM alliance">AIM alliance</a></i> <ul><li><i><a href="/wiki/Kaleida_Labs" title="Kaleida Labs">Kaleida Labs</a></i></li> <li><i><a href="/wiki/Taligent" title="Taligent">Taligent</a></i></li></ul></li> <li><a href="/wiki/Akamai_Technologies" title="Akamai Technologies">Akamai</a></li> <li><a href="/wiki/Arm_Holdings" title="Arm Holdings">Arm</a></li> <li><a href="/wiki/DiDi" title="DiDi">DiDi</a></li> <li><i><a href="/wiki/Digital_Ocean" title="Digital Ocean">Digital Ocean</a></i></li> <li><a href="/wiki/IFund" title="IFund">iFund</a></li> <li><a href="/wiki/Imagination_Technologies" title="Imagination Technologies">Imagination</a></li> <li><a href="/wiki/Rockstar_Consortium" title="Rockstar Consortium">Rockstar Consortium</a></li></ul> </div></td></tr></tbody></table><div></div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Related</th><td class="navbox-list-with-group navbox-list navbox-even" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a class="mw-selflink selflink">Advertising</a> <ul><li>"<a href="/wiki/1984_(advertisement)" title="1984 (advertisement)">1984</a>"</li> <li>"<a href="/wiki/Think_different" title="Think different">Think different</a>"</li> <li>"<a href="/wiki/Get_a_Mac" title="Get a Mac">Get a Mac</a>"</li> <li><a href="/wiki/IPod_advertising" title="IPod advertising">iPod</a></li> <li><a href="/wiki/Product_Red" title="Product Red">Product Red</a></li></ul></li> <li><a href="/wiki/Apple_ecosystem" title="Apple ecosystem">Ecosystem</a></li> <li><a href="/wiki/List_of_Apple_Inc._media_events" title="List of Apple Inc. media events">Events</a></li> <li><a href="/wiki/Criticism_of_Apple_Inc." title="Criticism of Apple Inc.">Criticism</a> <ul><li><a href="/wiki/Right_to_repair" title="Right to repair">Right to repair</a></li> <li><a href="/wiki/Apple%27s_EU_tax_dispute" title="Apple's EU tax dispute">Tax</a></li></ul></li> <li>Headquarters <ul><li><a href="/wiki/Apple_Campus" class="mw-redirect" title="Apple Campus">Campus</a></li> <li><a href="/wiki/Apple_Park" title="Apple Park">Park</a></li></ul></li> <li><a href="/wiki/Apple_University" title="Apple University">University</a></li> <li><a href="/wiki/Apple_Inc._design_motifs" title="Apple Inc. design motifs">Design</a> <ul><li><a href="/wiki/Apple_Industrial_Design_Group" title="Apple Industrial Design Group">IDg</a></li> <li><a href="/wiki/Typography_of_Apple_Inc." title="Typography of Apple Inc.">Typography</a></li> <li><a href="/wiki/Designed_by_Apple_in_California" title="Designed by Apple in California">Book</a></li></ul></li> <li><a href="/wiki/History_of_Apple_Inc." title="History of Apple Inc.">History</a> <ul><li><a href="/wiki/List_of_Apple_codenames" title="List of Apple codenames">Codenames</a></li> <li><a href="/wiki/Apple_FileWare" title="Apple FileWare">Apple FileWare</a></li></ul></li> <li><a href="/wiki/Apple_community" title="Apple community">Community</a> <ul><li><a href="/wiki/AppleMasters" title="AppleMasters">AppleMasters</a></li></ul></li> <li><a href="/wiki/Litigation_involving_Apple_Inc." title="Litigation involving Apple Inc.">Litigation</a> <ul><li><a href="/wiki/United_States_v._Apple_(2024)" title="United States v. Apple (2024)">Antitrust</a></li> <li><a href="/wiki/High-Tech_Employee_Antitrust_Litigation" title="High-Tech Employee Antitrust Litigation">Non-recruiting agreements</a></li> <li><a href="/wiki/United_States_v._Apple_(2012)" title="United States v. Apple (2012)">Price-fixing ebooks</a></li> <li><a href="/wiki/FBI%E2%80%93Apple_encryption_dispute" class="mw-redirect" title="FBI–Apple encryption dispute">FBI encryption dispute</a></li> <li><a href="/wiki/Epic_Games_v._Apple" title="Epic Games v. Apple">Epic Games</a></li></ul></li> <li><a href="/wiki/IOS_app_approvals" title="IOS app approvals">iOS app approvals</a></li> <li><a href="/wiki/Apple_and_unions" class="mw-redirect" title="Apple and unions">Unions</a> <ul><li><a href="/wiki/AppleToo" title="AppleToo">#AppleToo</a></li></ul></li> <li><a href="/wiki/List_of_depictions_of_Steve_Jobs" title="List of depictions of Steve Jobs">Depictions of Steve Jobs</a></li> <li><a href="/wiki/Linux_on_Apple_devices" title="Linux on Apple devices">Linux</a> <ul><li><a href="/wiki/Asahi_Linux" title="Asahi Linux">Asahi Linux</a></li> <li><a href="/wiki/IPodLinux" title="IPodLinux">iPodLinux</a></li></ul></li> <li><a href="/wiki/Apple_car_project" title="Apple car project">Car project</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">People</th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"></div><table class="nowraplinks navbox-subgroup" style="border-spacing:0"><tbody><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Category:Apple_Inc._executives" title="Category:Apple Inc. executives">Executives</a></th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"></div><table class="nowraplinks navbox-subgroup" style="border-spacing:0"><tbody><tr><th scope="row" class="navbox-group" style="width:1%">Current</th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Tim_Cook" title="Tim Cook">Tim Cook</a> (CEO)</li> <li><a href="/wiki/Jeff_Williams_(Apple)" title="Jeff Williams (Apple)">Jeff Williams</a> (COO)</li> <li><a href="/wiki/Luca_Maestri" title="Luca Maestri">Luca Maestri</a> (CFO)</li> <li><a href="/wiki/Katherine_L._Adams" class="mw-redirect" title="Katherine L. Adams">Katherine Adams</a> (General Counsel)</li> <li><a href="/wiki/Eddy_Cue" title="Eddy Cue">Eddy Cue</a></li> <li><a href="/wiki/Craig_Federighi" title="Craig Federighi">Craig Federighi</a></li> <li><a href="/wiki/Isabel_Ge_Mahe" title="Isabel Ge Mahe">Isabel Ge Mahe</a></li> <li><a href="/wiki/John_Giannandrea" title="John Giannandrea">John Giannandrea</a></li> <li><a href="/wiki/Lisa_P._Jackson" title="Lisa P. Jackson">Lisa Jackson</a></li> <li><a href="/wiki/Greg_Joswiak" title="Greg Joswiak">Greg Joswiak</a></li> <li><a href="/wiki/Sabih_Khan" title="Sabih Khan">Sabih Khan</a></li> <li><a href="/wiki/Deirdre_O%27Brien" title="Deirdre O'Brien">Deirdre O'Brien</a></li> <li><a href="/wiki/Dan_Riccio" title="Dan Riccio">Dan Riccio</a></li> <li><a href="/wiki/Phil_Schiller" title="Phil Schiller">Phil Schiller</a></li> <li><a href="/wiki/Johny_Srouji" title="Johny Srouji">Johny Srouji</a></li> <li><a href="/wiki/John_Ternus" title="John Ternus">John Ternus</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Former</th><td class="navbox-list-with-group navbox-list navbox-even" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Michael_Scott_(Apple)" title="Michael Scott (Apple)">Michael Scott</a> (CEO)</li> <li><a href="/wiki/Mike_Markkula" title="Mike Markkula">Mike Markkula</a> (CEO)</li> <li><a href="/wiki/John_Sculley" title="John Sculley">John Sculley</a> (CEO)</li> <li><a href="/wiki/Michael_Spindler" title="Michael Spindler">Michael Spindler</a> (CEO)</li> <li><a href="/wiki/Gil_Amelio" title="Gil Amelio">Gil Amelio</a> (CEO)</li> <li><a href="/wiki/Steve_Jobs" title="Steve Jobs">Steve Jobs</a> (CEO)</li> <li><a href="/wiki/Jony_Ive" title="Jony Ive">Jony Ive</a> (CDO)</li> <li><a href="/wiki/Angela_Ahrendts" title="Angela Ahrendts">Angela Ahrendts</a></li> <li><a href="/wiki/Fred_D._Anderson" title="Fred D. Anderson">Fred D. Anderson</a></li> <li><a href="/wiki/John_Browett" title="John Browett">John Browett</a></li> <li><a href="/wiki/Guerrino_De_Luca" title="Guerrino De Luca">Guerrino De Luca</a></li> <li><a href="/wiki/Paul_Deneve" title="Paul Deneve">Paul Deneve</a></li> <li><a href="/wiki/Al_Eisenstat" title="Al Eisenstat">Al Eisenstat</a></li> <li><a href="/wiki/Tony_Fadell" title="Tony Fadell">Tony Fadell</a></li> <li><a href="/wiki/Scott_Forstall" title="Scott Forstall">Scott Forstall</a></li> <li><a href="/wiki/Ellen_Hancock" title="Ellen Hancock">Ellen Hancock</a></li> <li><a href="/wiki/Nancy_R._Heinen" title="Nancy R. Heinen">Nancy R. Heinen</a></li> <li><a href="/wiki/Ron_Johnson_(businessman)" title="Ron Johnson (businessman)">Ron Johnson</a></li> <li><a href="/wiki/David_Nagel" title="David Nagel">David Nagel</a></li> <li><a href="/wiki/Peter_Oppenheimer" title="Peter Oppenheimer">Peter Oppenheimer</a></li> <li><a href="/wiki/Mark_Papermaster" title="Mark Papermaster">Mark Papermaster</a></li> <li><a href="/wiki/Jon_Rubinstein" title="Jon Rubinstein">Jon Rubinstein</a></li> <li><a href="/wiki/Bertrand_Serlet" title="Bertrand Serlet">Bertrand Serlet</a></li> <li><a href="/wiki/Bruce_Sewell" title="Bruce Sewell">Bruce Sewell</a></li> <li><a href="/wiki/Sina_Tamaddon" title="Sina Tamaddon">Sina Tamaddon</a></li> <li><a href="/wiki/Avie_Tevanian" title="Avie Tevanian">Avie Tevanian</a></li> <li><a href="/wiki/Steve_Wozniak" title="Steve Wozniak">Steve Wozniak</a></li></ul> </div></td></tr></tbody></table><div></div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%"><a href="/wiki/Category:Directors_of_Apple_Inc." title="Category:Directors of Apple Inc.">Board of<br />directors</a></th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"></div><table class="nowraplinks navbox-subgroup" style="border-spacing:0"><tbody><tr><th scope="row" class="navbox-group" style="width:1%">Current</th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Arthur_D._Levinson" title="Arthur D. Levinson">Arthur D. Levinson</a> (Chairman)</li> <li><a href="/wiki/Tim_Cook" title="Tim Cook">Tim Cook</a> (CEO)</li> <li><a href="/wiki/James_A._Bell" title="James A. Bell">James A. Bell</a></li> <li><a href="/wiki/Alex_Gorsky" title="Alex Gorsky">Alex Gorsky</a></li> <li><a href="/wiki/Andrea_Jung" title="Andrea Jung">Andrea Jung</a></li> <li><a href="/wiki/Ronald_Sugar" title="Ronald Sugar">Ronald D. Sugar</a></li> <li><a href="/wiki/Susan_Wagner" title="Susan Wagner">Susan L. Wagner</a></li></ul> </div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Former</th><td class="navbox-list-with-group navbox-list navbox-even" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Mike_Markkula" title="Mike Markkula">Mike Markkula</a> (Chairman)</li> <li><a href="/wiki/John_Sculley" title="John Sculley">John Sculley</a> (Chairman)</li> <li><a href="/wiki/Steve_Jobs" title="Steve Jobs">Steve Jobs</a> (Chairman)</li> <li><a href="/wiki/Gil_Amelio" title="Gil Amelio">Gil Amelio</a></li> <li><a href="/wiki/Fred_D._Anderson" title="Fred D. Anderson">Fred D. Anderson</a></li> <li><a href="/wiki/Bill_Campbell_(business_executive)" title="Bill Campbell (business executive)">Bill Campbell</a></li> <li><a href="/wiki/Mickey_Drexler" title="Mickey Drexler">Mickey Drexler</a></li> <li><a href="/wiki/Al_Eisenstat" title="Al Eisenstat">Al Eisenstat</a></li> <li><a href="/wiki/Larry_Ellison" title="Larry Ellison">Larry Ellison</a></li> <li><a href="/wiki/Al_Gore" title="Al Gore">Al Gore</a></li> <li><a href="/wiki/Bob_Iger" title="Bob Iger">Robert A. Iger</a></li> <li><a href="/wiki/Delano_Lewis" title="Delano Lewis">Delano Lewis</a></li> <li><a href="/wiki/Arthur_Rock" title="Arthur Rock">Arthur Rock</a></li> <li><a href="/wiki/Eric_Schmidt" title="Eric Schmidt">Eric Schmidt</a></li> <li><a href="/wiki/Michael_Scott_(Apple)" title="Michael Scott (Apple)">Michael Scott</a></li> <li><a href="/wiki/Michael_Spindler" title="Michael Spindler">Michael Spindler</a></li> <li><a href="/wiki/Edgar_S._Woolard_Jr." title="Edgar S. Woolard Jr.">Edgar S. Woolard Jr.</a></li> <li><a href="/wiki/Jerry_York_(businessman)" title="Jerry York (businessman)">Jerry York</a></li></ul> </div></td></tr></tbody></table><div></div></td></tr><tr><th scope="row" class="navbox-group" style="width:1%">Founders</th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em"> <ul><li><a href="/wiki/Steve_Jobs" title="Steve Jobs">Steve Jobs</a></li> <li><a href="/wiki/Steve_Wozniak" title="Steve Wozniak">Steve Wozniak</a></li> <li><a href="/wiki/Ronald_Wayne" title="Ronald Wayne">Ronald Wayne</a></li></ul> </div></td></tr></tbody></table><div></div></td></tr><tr><td class="navbox-abovebelow" colspan="2"><div> <ul><li><i>Italics</i> indicate discontinued products, services, or defunct companies.</li> <li><span class="noviewer" typeof="mw:File"><span title="Category"><img alt="" src="//upload.wikimedia.org/wikipedia/en/thumb/9/96/Symbol_category_class.svg/16px-Symbol_category_class.svg.png" decoding="async" width="16" height="16" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/9/96/Symbol_category_class.svg/23px-Symbol_category_class.svg.png 1.5x, //upload.wikimedia.org/wikipedia/en/thumb/9/96/Symbol_category_class.svg/31px-Symbol_category_class.svg.png 2x" data-file-width="180" data-file-height="185" /></span></span> <a href="/wiki/Category:Apple_Inc." title="Category:Apple Inc.">Category</a></li></ul> </div></td></tr></tbody></table></div>    </div><noscript><img src="https://login.wikimedia.org/wiki/Special:CentralAutoLogin/start?type=1x1" alt="" width="1" height="1" style="border: none; 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