Apple Computer, Inc.: Think Different campaign
Kevin TeagueOVERVIEW
The decision of Apple Computer, Inc., to make its technology proprietary had constricted the computer manufacturer's product growth in the 1980s and allowed computer-hardware manufacturers such as International Business Machines Corporation (IBM) and Compaq Computer Corporation to blossom by using Microsoft Corporation's operating systems. In early 1997 Apple was in danger of ending its second consecutive profitless year. In an attempt to salvage the Apple brand, Apple's board of directors invited the company's cofounder, Steve Jobs, to lead as CEO. The homecoming was bittersweet. More than a decade earlier the board...