think different | Ken Segall

Jane Goodall and Apple’s “Think different”

10/7/25

The relentless march of time has claimed another of humankind’s truly good people. Rest in peace, Jane Goodall.

To the benefit of all, Jane devoted her life to “inspiring a more harmonious, sustainable relationship between people, animals and the natural world.” (—Jane Goodall Institute)

She also did something far, far less significant, and for that Steve Jobs was thankful. She agreed to be part of our Think different campaign for Apple in 1998. Not for money, mind you—but she got something nice out of the deal. (Read on.)

For those whose memory of Think different might be a bit hazy, here’s a brief refresher.

Think different, Take 2

01/23/18

Now that my website has been redesigned into the 21st century, I thought it would be fun to start off with a little cross-century creativity.

Back in 1997, when Steve Jobs introduced the Think different campaign at an internal Apple marketing meeting, he noted that people we honored in the campaign didn’t actually use Apple technology, and then quipped, “but they would have.”

Cue Michael Rylander, designer/art director who was part of the agency Apple creative team back in those days. Steve’s words inspired him to let some of those great people reach into the future to get their hands on some iconic Apple products. Time travel courtesy of Photoshop, of course.Continue reading…