Think different. educator poster set (11 x 17 inches, 2000)

“Think different” was the slogan used by Apple in advertising 1997–2002, and is still used in some circumstances as of 2021. The “Think different” concept was created by advertising agency TBWA\Chiat\Day while working with Apple and Steve Jobs. “Think different” was used in its original concept in a TV commercial and in print/digital advertisements, and the “Think different” slogan was used as part of many TV commercials, print/digital ads, and on product packaging.

This advertising campaign was notable in that its original concept did not feature any Apple products. The original version began with a “manifesto” that began famously with “Here’s to the crazy ones.”

Here’s to the crazy ones.
The misfits.
The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They’re not fond of rules.
And they have no respect for the status quo.
You can quote them, disagree with them,
glorify or vilify them.
About the only thing you can’t do is ignore them.
Because they change things.
They push the human race forward.
While some may see them as the crazy ones,
we see genius.
Because the people who are crazy enough to think
they can change the world, are the ones who do.
Think different.

During the commercial, voiced by Richard Dreyfuss, black-and-white footage of iconic personalities (Apple referred to them later as “Apple Geniuses”) served as visuals to accompany the voiceover of the manifesto. Personalities included Albert Einstein, Bob Dylan, Martin Luther King Jr., Thomas Edison, Muhammad Ali, Ted Turner, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson, Pablo Picasso, and others.

The print and digital ads also did not feature Apple devices, just the Apple logo and the words “Think different.” One of the creative team who worked on the campaign described the print concept: “The rainbow-colored logo served as stark contrast to the black and white photography, and, to me, it seemed to make the ‘Think Different’ statement all the more bold.”

In 2000 this Think different poster set was provided to school leaders. The posters were 11 x 17 inches and arrived in a white box printed with the “Here’s to the crazy ones” manifesto. Each box contained three packs of posters sealed in plastic of 10 posters each.

I have two of these education sets. The one pictured was shipped directly to a high school principal. One set has been removed from its shrink wrap, and two sets are still unopened. I have a second compete set still in shrink wrap and has no shipping label.

The set also includes three 8.5 x 11 sheets inside. One is a letter from Apple, and the other two sheets include a “key” naming each Think different portrait with an adjective and mini-biography of each person’s life. The set contains the following “Apple Geniuses:”

Albert Einstein: “Questioner”
Cesar Chavez: “Laborer”
Jane Goodall: “Observer”
Pablo Picasso: “Creator”
Amelia Earhart: “Aviator”
Miles Davis: “Improviser”
Jim Henson: “Muppeteer”
John Lennon & Yoko Ono: “Dreamers”
Dr. James Watson: “Code cracker”
Mahatma Gandhi: “Leader”

Sources: Wikipedia, Forbes, Apple (documentation included in this set)

Yum. poster (iMac packaging version, 1999)

This poster was included in the package of all new iMac computers in 1999. After the success of the original iMac that was available in one color, Bondi blue (named for the color of the water at the beach in Australia of the same name), the second iteration of the iMac was available in five colors: blueberry, grape, tangerine, lime, and strawberry.

This poster shows all five iMac colors in a circle. The tagline is simply, “Yum.” to reference the fruit-inspired color names. (I use the term “fruit-inspired” because the shade of blue bears no resemblance to the color of a blueberry, and the dark-pink hue used matches no strawberry I’ve ever seen.) At bottom-center, the tagline “Think different.” is included along with the Apple logo.

This version of this poster is folded (to fit in the iMac box) and is 30 x 24 inches unfolded. I have another version of this poster that is rolled in a poster tube, and a rectangular button with the same design.

Apple Watch Solo Loop (44mm, Size 12, White, 2020)

The Solo Loop Apple Watch band was released in 2020 along with the Apple Watch Series 6. The packaging describes this product as a “Silicone Fitted Band.” According to Apple’s website:

“Made from liquid silicone rubber, the Solo Loop features a unique, stretchable design with no clasps, buckles, or overlapping parts that’s ultracomfortable to wear and easy to slip on and off your wrist. Each band is specially treated with UV to give the band a silky, smooth finish. It’s also swim proof and sweat proof so it can go just about anywhere you want to wear it.”

This band is White, and was also available at release in Pink Citrus, Deep Navy, Cypress Green, Ginger, Black, and (PRODUCT)RED. It was available in 40mm and 44mm widths, and was among the first Apple Watch bands to be sold in specific wrist sizes. The 40mm Solo Loop was sold in wrist sizes 1–9 and the 44mm Solo Loop was sold in wrist sizes 4–12.

According to Apple’s website, “This band comes in custom sizes because it’s designed for an ultracomfortable fit. An accurate measurement will help you get the size that’s right for you.” The website allowed buyers to download a PDF and cut out a “tool” that wrapped around the wrist to designate the band size needed.

This snug-fitting design allowed the Apple Watch Series 6 sensors to retain constant and consistent skin contact, allowing accurate blood oxygen and heart rate measurements to be maintained.

Source: Apple

Apple Watch Series 6 (Black Unity, 44mm, GPS, 2020)

The Black Unity Apple Watch was Apple’s first “limited-edition Apple Watch Series 6” and was described as being part of a collection including the watch, the Black Unity Sport Band, and a Unity watch face.

Apple described the Black Unity Watch: “Inspired by the colors of the Pan‑African flag, the Black Unity Collection celebrates a symbol that unites people across the African Diaspora. Apple supports organizations dedicated to advancing racial equity and justice.”

The Apple Watch Series 6 was nearly identical to the Series 5 models, but the Series 6 added some new internal features: faster chip, a new Blood Oxygen sensor (SpO2), and an altimeter that was always on. Like all previous Apple Watch models, the Apple Watch Series 6 uses a Digital Crown and a touch display. The screen is OLED at 368×448.

On Apple’s product page dedicated to the Black Unity Apple Watch, detailed information was provided about the design and symbolism behind the watch:

“Designed by Black creatives and allies throughout Apple to celebrate and acknowledge Black history and culture, the Black Unity Sport Band is inspired by the colors of the Pan-African flag and pays homage to the rich tradition and craft of quilt-making. Three individual pieces of colored fluoroelastomer are assembled by hand and compression-molded as one. Complemented by the dynamic Unity watch face, which displays an ever-changing pattern of irregular shapes as Apple Watch moves, these colors are brought together in a unique tapestry. The innovative pin-and-tuck closure is laser-etched with ‘Truth. Power. Solidarity.'”

Like Apple’s (PRODUCT)RED efforts to provide charitable donations in support of HIV/AIDS and COVID-19, Apple took this opportunity to show support for organizations dedicated to advancing racial equity and justice:

  • Black Lives Matter Support Fund via the Tides Foundation—The Black Lives Matter movement fuels campaigns for justice, combats and counters acts of violence, and creates space for Black imagination and innovation.
  • European Network Against Racism (ENAR)—ENAR, a pan-European anti-racism network, is the voice of the anti-racist movement in Europe.
  • International Institute on Race, Equality and Human Rights—The institute works to protect the human rights of marginalized and vulnerable people who suffer from discrimination.
  • Leadership Conference Education Fund—The Leadership Conference Education Fund promotes and protects civil and human rights and builds public education campaigns that empower and mobilize advocates around the United States.
  • NAACP Legal Defense and Educational Fund, Inc. (LDF)—LDF seeks structural changes to expand democracy, eliminate disparities, and achieve racial justice to fulfill the promise of equality for all Americans.
  • Souls Grown Deep—The partnership is dedicated to promoting the work of African American artists and supporting their communities by fostering economic empowerment, racial and social justice, and educational advancement.

Source: Everymac, Apple (Watch, press release)

iPhone Lightning Dock (silver, 2015)

The iPhone Lightning Dock was a minimalist charging dock with a heavy base, protruding angled Lightning connector, and two ports on the back—a Lightning port and an audio jack to allow music to be played on a speaker or headphones.

The iPhone Lightning Dock was available in several colors during its lifetime, including white, black, silver, space gray, rose gold, gold, and “new” gold (to match an updated gold iPhone color). This example is silver.

Apple described the Dock: “You can use it to charge and sync any iPhone that has a Lightning connector. Your iPhone sits upright in the dock as it syncs or charges, so it’s ideal for a desk or countertop. Even when your iPhone is in an Apple-designed case, it’s easy to dock. And you can unlock iPhone or use Touch ID without having to remove it from the dock.”

Source: Apple

Apple Watch Sport Loop (44 mm, Cerulean, Spring 2019)

The Apple Watch Sport Loop band is woven from nylon thread to create a hook-and-loop closure. They were available for the 38/40 mm and 42/44 mm Apple Watch models, and fit 130–200 mm wrists (40 mm) and 145–200mm wrists (44 mm).

The Apple Watch Sport Loop band has been available in several styles. The 2019 designs were comprised of a base color and one or more accent colors. In this Cerulean example, the edges and plastics are light blue, and the inside pattern is comprised of threads in light blue, royal blue, light orange, and white.

Apple describes the Apple Watch Sport Loop band:

“Soft, breathable, and lightweight, the Sport Loop features a hook-and-loop fastener for quick and easy adjustment. The double-layer nylon weave has dense loops on the skin side that provide soft cushioning while allowing moisture to escape. On the reverse side, the attachment loops are securely anchored for superior durability.”

Source: Apple

Shopping bag, white glossy paper, red logo (c. 2000)

This shopping bag is made of glossy white heavy paper and includes a white rope handle. It measures 15.25 inches tall x 16 inches wide x 5.5 inches deep.

Both sides of this bag feature a stylized Apple logo that appears glossy and translucent. This style was in use by Apple in the early 2000s and matched the design aesthetic of the iMac at the time.

My research has not yet uncovered where this bag originated. It does not appear to have been used at the Apple Store. It may have been provided at a technology conference.

Conference bag (NECC, 2001)

This high-quality conference bag was distributed at the National Educational Computing Conference (NECC) in Chicago that was held in June 2001. This organization and conference are still held annually, but the conference changed its name around 2010 to the International Society for Technology in Education (ISTE) Conference.

The bag is made from a thick, smooth, rubber-like material. One side features an embroidery “2001 CHICAGO NECC” logo, and the other side is emblazoned with a large white embroidery Apple logo. The inside includes a flap with a zippered pocket.

This NECC was significant because Steve Jobs was the keynote speaker, and Apple had a major presence on the conference floor. An Apple press release states:

“Apple today demonstrated its ongoing commitment to providing innovative technology solutions for education at the National Educational Computing Conference in Chicago. During the opening keynote, Steve Jobs, Apple’s CEO, announced that three more school districts…will be implementing the PowerSchool from Apple student information system.”

Apple highlighted several industry-leading educational technology products at NECC, including: the iBook and AirPort (“Wirelessly-networked notebook computers which give educators the flexibility to have computer-assisted learning anywhere”); “Tools from Apple, including iMovie and iDVD, enhance learning and make school more engaging and motivating for students;” and PowerSchool.

I attended NECC and received this bag during the conference.

Sources: ISTE, Apple

T-shirt, Apple Music (black, c. 2019)

This black t-shirt features an Apple Music logo on the front with an Apple logo and the text-stylized word “MUSIC” (in an unknown, perhaps bespoke, font). The back of the shirt is printed at the top-center with a white Apple logo and the words “1 Infinite Loop, Cupertino, CA” in Apple’s San Francisco font.

The shirt does not have a tag, but is printed with the size 2XL and “Made in China.” The size is stylized in the Apple Myriad font with a rounded-rectangle border, the same design used to indicate the storage size of various iPod and iPhone models. (It seems unusual that Apple has mixed the current San Francisco font on the back and the old Apple Myriad font on the tag of the same product.)

This t-shirt has not been worn. It was purchased from The Company Store, a store on the Apple Campus at 1 Infinite Loop that resembles an Apple Store, but includes Apple logo retail items such as t-shirts and mugs.

45W MagSafe 2 Power Adapter (OEM packaging, 2019)

This Apple 45W MagSafe 2 Power Adapter was designed for the MacBook Air laptops including MacBook Air (13-inch, Early 2015–2017) and the MacBook Air (11-inch, Early 2015). It could be used with any Mac laptop with the MagSafe 2 adapter, but may not charge as optimally as power adapters with higher wattages.

Apple describes the power adapter:

“The 45W MagSafe 2 Power Adapter features a magnetic DC connector so if someone should trip over it, the cord disconnects harmlessly and your MacBook Air stays put safely. It also helps prevent fraying or weakening of the cables over time. In addition, the magnetic DC helps guide the plug into the system for a quick and secure connection.”

Further, “Designed to be the perfect traveling companion, the adapter has a clever design which allows the DC cable to be wound neatly around itself for easy cable storage.”

This particular 45W MagSafe 2 Power Adapter is an Apple OEM (Original Equipment Manufacturer) part. It ships in a cardboard box with black cardboard and clear plastic wraps instead of the white retail box.

Source: Apple