Between 1997 and 2002, Apple used an advertisement slogan ‘Think Different’. In this video Steve Jobs explains what this is all about.
“Think different is an advertising slogan used from 1997 to 2002 by Apple Computer, Inc., now named Apple, Inc. The campaign was created by the Los Angeles office of advertising agency TBWA\Chiat\Day. The slogan has been widely taken as a response to IBM’s slogan “Think”. It was used in a television advertisement, several print advertisements, and several TV promos for Apple products.”