Video 1. The Mapple Store and Steve Mobs from The Simpsons. Source.
Of course, this only made sense when Apple was more of an underdog to IBM, and Ciro Santilli greatly admires their defiance of the norm.
As of 2020 however, Apple is kind of on the top of the mobile world, and Think different simply makes no sense anymore, notably because it relies on closed source offline software used by millions.
This is a trap every company that prides itself on it's "alternative culture" sets for itself. If they succeed, they could become the norm.
Figure 2. 1976 Think different. 2011 Think mainstream. Cropped from
Video 1. 1984 Macintosh advertisement by Apple (1984) Source. This ad suggests that Apple was the new thinker that would destroy IBM, as Steve Jobs said it himself when introducing the ad: And then Apple became IBM in the 2000's starting with the launch of the iPod and then leading up to the iPhone.
Because the people who are crazy enough to think they can change the world are the ones who do.
Video 1. Source.
Was a direct tech predecessor to the iPhone.
Nice looking and expensive operating system by Apple. Ciro Santilli believes that:
  • if you want to be ripped off, just use Microsoft Windows which has more software available
  • or if you want to attain Enlightenment, just use Linux, which is free and open source
The story of how OS X was ported to x86 from PowerPC with large initial work up to boot by a single man in the year 2000, John Kullmann, is really worth reading: on Quora, see also:
Video 1. The Sad Story of Apple's Third Co-Founder by ColdFusion (2022) Source.
Co-founder of Apple.
Is Jobs evil? Is he interesting? Undoubtedly.
Good quotes:
Evil deeds:
This idea also comes up in other sources of course.
Video 1. Margin Call (2011) bridge scene. Source.
TODO clear attribution source:
Some people say, "Give the customers what they want." But that's not my approach. Our job is to figure out what they're going to want before they do. I think Henry Ford once said, "If I'd asked customers what they wanted, they would have told me, 'A faster horse!'" People don't know what they want until you show it to them. That's why I never rely on market research. Our task is to read things that are not yet on the page.
Ciro Santilli likes Magic: The Gathering and he was pleased when he learned that Steve Wozniak does too, and has an expensive collection:
Some have actually been preserved: