jan korbel

Ben Thompson over at stratēchery:

The truth about the greatest commercial of all time – Think Different – is that the intended audience was Apple itself. Jobs took over a demoralized company on the precipice of bankruptcy, and reminded them them that they were special, and, that Jobs was special. It was the beginning of a new chapter.

“Designed in California” should absolutely be seen in the same light. This is a commercial for Apple on the occasion of a new chapter; we just get to see it.

See also, the beautiful web page for this mission statement by Apple.