In the past 30 years, Apple had a lot successful advertising motions, the most famous one is Think Different. But before that, we should admit that, Apple had so much terrible Ads. Check them out yourself.
1976: Apple I
That was the closest thing to a tagline on Apple’s first ever ad from 1976. Note the positioning: “4K bytes of RAM”! Delightfully amateurish stuff — but then this ad was not targeted at consumers and establishing product credentials was probably Job No. 1 at the time. Note the original, horrible, Apple logo featuring a woodcut of Isaac Newton sitting under an apple tree.
1979: The Garden of Eden
Easily one of Apple’s laugh-out-loud worst ads. Once you’ve gotten past the cringeworthy graphic, check out the competition’s rules: Tell the company what you do with your Apple “in a thousand words or less.” A thousand words! It’s like they never met an American consumer before.
1979: Apple lets you get personal with pascal
1982: Apples make great carrots：
1983: “Be the Apple of everyone’s eye”
That was not a successful ad, but if you own one of these old shirts, hold onto it or sell it on eBay.
1994: Gene Shalit
1996: Navratilova and Art Monk
These PowerBook ads were ubiquitous in the late 1990s, and they display everything that Apple got wrong in the previous 20 years: Enormous amounts of text, lots of hard-sell persuasion, and no sense that the product itself is cool or interesting.
1997: Think Different
1997, Steve Jobs returned to Apple, and planed the great Think Different motion. The devices themselves disappear from the ads in favor of gorgeous photography. This was the moment when style suddenly became important in Apple’s ads.