It was a short trip for Apple from rebelling against Big Brother in that 1984 video commercial to releasing the portable pocket device that enables global mass surveillance and mass manipulation of truth.
From supporting changemakers to encouraging average, probabilistic output in ads for Apple Intelligence.
From crushing conformity to crushing creativity.
It happened so fast very few had time to take note.
This is a nice read about the origins of that ”Here’s to the crazy ones…” campaign. As expected, Walter Isaacson’s book contains a bit of revisionist history.
https://brandingstrategyinsider.com/the-real-story-of-apples-think-different-campaign/