Best Apple Ads of All Time: Iconic Campaigns That Changed Advertising
Apple’s advertising has produced some of the most memorable campaigns in marketing history. Below, we rank the greatest Apple ads of all time, spanning classic TV spots, print ads, and digital campaigns, based on their creativity, impact, and cultural influence. Each entry notes the ad’s year, format, key message, and why it stands out as one of Apple’s most celebrated.
1. “1984” (1984, TV Commercial)
A one-minute television commercial introduced during Super Bowl XVIII, directed by Ridley Scott and inspired by George Orwell’s novel 1984. It shows a lone heroine dashing through a dreary, totalitarian setting to smash a giant screen broadcasting “Big Brother.” The final text teases: “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like ‘1984.’”
Why It Worked:
- Bold, Cinematic Approach: Unlike typical product demos, “1984” used a dystopian storyline to convey rebellion against conformity (i.e., IBM’s dominance).
- Cultural Phenomenon: It aired only once nationally yet instantly became part of pop culture, generating massive free publicity.
- Advertising Milestone: Widely cited as one of the greatest TV ads ever, it solidified the Super Bowl as advertising’s biggest showcase and Apple as a fearless innovator.
This ad forever changed how companies launch products. By positioning Apple as the underdog hero overthrowing “Big Brother,” it shaped Apple’s rebel identity. Even decades later, “1984” remains the gold standard of high-concept advertising—proof that a single ad can redefine a brand and an industry.
2. “Think Different” (1997, Integrated Campaign – TV & Print)
Launched when Steve Jobs returned to a struggling Apple, “Think Different” was a brand-focused campaign featuring black-and-white portraits of luminaries like Albert Einstein, Pablo Picasso, and Mahatma Gandhi, with the tagline “Think different.” The iconic TV spot (narrated by Richard Dreyfuss) paid tribute to “the crazy ones, the misfits, the rebels.”
Why It Worked:
- No Product Shots: By showcasing historic innovators, Apple declared itself the platform for dreamers and risk-takers, restoring the company’s original spirit.
- Emotional Resonance: With stirring visuals and a poetic voiceover, the campaign reconnected Apple to its countercultural roots.
- Industry Acclaim: It won multiple awards (including an Emmy and an Effie), reflecting both its emotional and strategic effectiveness.
“Think Different” is credited with rejuvenating Apple’s brand at a critical time, laying the groundwork for future successes like the iMac, iPod, and iPhone. Its slogan became Apple’s enduring mantra, and the campaign remains a template for inspiring brand messaging that elevates values over hardware.
3. iPod “Silhouettes” (2003–2005, TV & Outdoor Posters)
A series of vibrant commercials, billboards, and posters showing black silhouette figures dancing against bright backgrounds while listening to iPods with iconic white earbuds. Each ad was paired with a catchy, contemporary song.
Why It Worked:
- Instantly Recognizable: The simple, high-contrast design and bold colors made each ad pop.
- Focus on Emotion: Rather than dwelling on storage capacity, these ads sold the feeling of freedom and self-expression.
- Cultural Phenomenon: The campaign helped make iPod and its white earbuds a 2000s status symbol and catapulted Apple’s dominance in digital music.
By spotlighting the joy of music instead of technical specs, iPod’s “Silhouettes” established a timeless visual identity that resonated with mainstream pop culture. It was a landmark in how Apple shifted advertising to the experience, subsequently influencing countless brand campaigns.
4. “Get a Mac” (“Mac vs. PC”) (2006–2009, TV Commercial Series)
A series of over 60 short TV ads featuring two characters standing in a white space: a casual, personable “Mac” (Justin Long) and a stiff, nerdy “PC” (John Hodgman). Each skit highlighted a Mac advantage or a PC shortcoming, using playful banter to outline differences.
Why It Worked:
- Straightforward Humor: By personifying Mac and PC, Apple turned tech comparisons into relatable comedy.
- Memorable Characters: The commercials spawned catchphrases and parodies, reflecting how engaging they were.
- Sales Booster: Adweek named “Get a Mac” its Campaign of the Decade, noting how it boosted Mac’s cool factor and market share.
Apple brilliantly used personification to keep a multi-year campaign fresh. “Get a Mac” remains a model for lighthearted comparative advertising that avoids heavy-handed negativity, successfully elevating brand perception for Macs in a once Windows-centric market.
5. “Shot on iPhone” (2015–Present, Digital/Outdoor Campaign)
A global showcase of user-generated photos and videos captured with iPhones. Apple turned these real images into large-scale billboards, magazine spreads, and online galleries labeled simply “Shot on iPhone.”
Why It Worked:
- Authenticity: By featuring everyday iPhone owners’ work, the campaign demonstrated the camera’s prowess in a genuine, relatable way.
- Community Engagement: Enthusiasts worldwide submitted their best images, feeling part of Apple’s brand story.
- Major Industry Praise: The campaign won a Cannes Lions Grand Prix (Outdoor) and was hailed for blending advertisement with art.
Proving customers could be the brand’s best advocates, “Shot on iPhone” established the iPhone as a top-tier camera choice. Years on, the campaign is still running, showcasing real photography and continually reinforcing Apple’s design philosophy: let the product and its users speak for themselves.
6. “Welcome, IBM. Seriously.” (1981, Print Ad)
A full-page newspaper ad from Apple welcoming IBM to the personal computer market on the exact day IBM launched its first PC. In a friendly, open-letter style, Apple congratulated IBM and framed itself as a longtime pioneer, hoping for “responsible competition.”
Why It Worked:
- Surprising Gesture: It was rare for a smaller rival to publicly address IBM with confidence and class.
- No Hard Sell: The ad didn’t push products; it sold Apple’s bold attitude.
- Tech Industry Lore: This set the stage for the Apple vs. IBM rivalry, reinforcing Apple’s challenger identity.
By graciously greeting the tech giant, Apple made headlines and established its own reputation for wit and self-assurance. Decades later, “Welcome, IBM” is remembered as one of the savviest print ads in tech history—symbolic of Apple’s flair for turning every moment, even a competitor’s product launch, into an Apple spotlight.
7. “There’s an App for That” (2009, TV Commercial Series)
A series of bright, simple TV spots highlighting the newly launched App Store by showing an iPhone user demoing different apps (for everything from language learning to parking). Each ad ended with the tagline “There’s an app for that,” suggesting any need can be met by an iPhone app.
Why It Worked:
- One Catchy Phrase: “There’s an app for that” became a pop culture meme, hammered home by each 30-second spot.
- Focus on Possibilities: Rather than hardware specs, the ads spotlighted real-life use cases for apps.
- Major Market Shift: It helped consumers grasp the radical concept of a phone with an endless library of software at your fingertips.
This campaign effectively introduced the world to the smartphone app ecosystem, fueling the iPhone’s explosive growth. The tagline became so recognizable that Apple trademarked it, reflecting the ad’s colossal influence on both consumer behavior and tech marketing.
8. “Misunderstood” (2013, TV Commercial)
A touching holiday ad for the iPhone 5s. It follows a teenage boy seemingly absorbed in his phone while visiting family for Christmas. The twist reveals he was filming and editing a surprise holiday video all along, melting hearts and uniting the family when he finally shares it.
Why It Worked:
- Emotionally Relatable: It addressed a modern concern—teens glued to devices—and flipped it into a heartwarming story.
- Won an Emmy: Praised for its heartfelt approach, the commercial earned Apple an Outstanding Commercial Emmy in 2014.
- Subtle Product Showcase: It underscored the iPhone’s camera and editing capabilities without heavy-handed promotion.
“Misunderstood” is a masterclass in storytelling, exemplifying how Apple ads often go beyond specs. By focusing on family and the power of creativity, Apple reminded viewers that technology, when used thoughtfully, can bring people closer.
9. Apple Watch – “Dear Apple” (2017, Online Video Campaign)
A series of video testimonials with real Apple Watch users reading letters they wrote to Apple, describing how the device improved or even saved their lives (emergency calls, health tracking, etc.).
Why It Worked:
- Genuine Voices: Hearing personal stories from everyday people added authenticity to the Apple Watch’s value.
- Community-Building: It emphasized the watch’s role in health and safety, resonating with viewers on an emotional level.
- User-Centric: The campaign let the audience speak for Apple, reflecting trust and brand advocacy.
By letting customers do the talking, Apple underscored the watch’s impact in a way no scripted ad could. It also advanced Apple’s image as a brand that cares about well-being, marking the Watch not just as a gadget, but a life-enhancing companion.
Why These Apple Ads Stand Out
From “1984” to “Shot on iPhone,” Apple’s greatest marketing triumphs consistently revolve around storytelling, emotional hooks, and a minimalistic yet impactful style. Instead of listing specs, these ads celebrate ideas: rebellion against the norm, nurturing creativity, fostering genuine human connections. Whether turning average users into billboard stars or turning a teen’s phone fixation into a tear-jerking reveal, Apple’s ads transform technology into something aspirational and personal.
Final Thoughts
Apple’s marketing legacy is deeply woven into its brand culture. Each of these campaigns transcended product promotion by tapping into broader themes—challenging authority, embracing creativity, and showcasing user-driven experiences. The best Apple ads not only left an indelible mark on advertising but also propelled the company’s narrative forward, shaping how millions view Apple as an innovator and cultural influencer.
Even as new technologies emerge and consumer habits shift, these timeless campaigns stand as reminders that effective advertising often goes beyond function, connecting with audiences on a human level. Apple’s ads continue to set benchmarks for creativity and emotional resonance, ensuring the company remains a guiding light for how to merge branding with artful storytelling.
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Disclosure: This list is intended as an informational resource and is based on independent research and publicly available information. It does not imply that these businesses are the absolute best in their category. Learn more here.
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