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Apple has made a collage of well-known new-thinkers in a wide variety of fields - Einstein, Gandhi, Picasso, Martha Graham, Bob Dylan - who, Lydia says, either do use Macintosh computers, or whose surviving relatives affirm that they would have done if they were alive today: |
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"This campaign communicates what Apple stands for. It celebrates the soul of the Apple brand - the passionate desire to change the world for the better... In honoring those who have changed the world, it touches and rekindles the spirit of all that is great within Apple and its partners and customers.
"[It] will let our customers know that Apple is coming back, and returning to the core values which made it great... [in an] attitude of renewed momentum and confidence.
"Apple's core value - that people with passion can change the world for the better, in large and small ways - is as relevant and unique today as it ever was."
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