In a recent analysis, Mashable’s tech editor Timothy Beck Werth delves into the evolution of Apple’s marketing strategies over the past four decades, raising the question: Has Apple lost its appeal? The discussion highlights seven landmark advertising campaigns that chart the company’s transformation from a rebellious underdog to a towering multi-trillion-dollar corporation. Key moments include the groundbreaking Ridley Scott-directed “1984” Super Bowl commercial, the inspirational “Think Different” campaign, and the memorable “Get a Mac” series, alongside the divisive 2024 “Crush” advertisement. With John Ternus now at the helm, the video explores what lies ahead for the tech giant.
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Timecode chapters
0:00 Has Apple lost its appeal?
0:50 1984 (the rebellious underdog)
1:21 Think Different (visionary brand)
1:56 iMac colors (playful design)
2:19 iPod silhouettes (cultural phenomenon)
2:56 Get a Mac (personifying the brand)
3:40 “There’s an app for that” & iPhone rise
4:38 The controversial 2024 “Crush” ad
5:54 Tim Cook vs. John Ternus: the future of Apple
Video credits
Host: Tim Beck Werth
Scripted by: Tim Beck Werth
Producer: Mark Stetson
Camera: Mark Stetson
Video editor: Mark Stetson
Thumbnail designer: Mark Stetson