Amaya Toman Ko te tau 1997, a ko te Tumuaki o Apple i tera wa, ko Steve Jobs, ka whakaatu i te pepeha hou o te kamupene aporo, e panui ana "Think Different", i te Macworld Expo. I roto i etahi atu mea, e hiahia ana a Apple ki te kii ki te ao katoa kua mutu te wa pouri o nga tau kaore i angitu, kua rite te kamupene Cupertino ki te ahu whakamua ki te heke mai. He aha te ahua o te timatanga o te atamira hou a Apple? He aha te mahi a te panui me te hokohoko i konei?
Te wa hokinga
Ko te tau 1997 me te whakaurunga mana o te pepeha hou a te kamupene i tohu i te timatanga o tetahi o nga kaupapa whakatairanga rongonui a Apple mai i te waahi angitu "1984". Ko te "Think Different" i roto i nga huarahi maha he tohu mo te hokinga whakamiharo a Apple ki te maakete o te maakete hangarau. Engari ka waiho ano hei tohu mo nga huringa maha. Ko te waahi "Think Different" te panui tuatahi mo Apple, i roto i te hanganga i uru atu a TBWA Chiat/Day i muri i te tekau tau. Ko te kamupene Apple i wehe tuatahi ki a ia i te tau 1985 i muri i te korenga o te hokohoko "Lemmings", ka whakakapi ki te umanga whakataetae BBDO. Engari i rereke nga mea katoa i te hokinga mai o Jobs ki te upoko o te kamupene.
https://www.youtube.com/watch?v=cFEarBzelBs
Ko te pepeha "Think Different" ake he mahi na Craig Tanimoto, kaituhi o te umanga TBWA Chiat/Day. I te tuatahi, heoi, i takaro a Tanimoto ki te whakaaro o te rotarota mo nga rorohiko i te ahua o Dr. Seuss. Karekau te rotarota i mau, engari e rua nga kupu i pai ki a Tanimoto: "Think different". Ahakoa karekau i tino tika te huinga kupu i homai, he marama a Tanimoto. "Na te mea ka peke toku ngakau na te mea kaore tetahi i tino whakaatu i tenei whakaaro ki a Apple," ko ta Tanimoto. "I titiro ahau ki tetahi pikitia o Thomas Edison me te whakaaro 'Whakaaro rereke.' Na ka hanga e ahau he huahua iti o Edison, tuhia aua kupu ki te taha o tera, ka tuhia he tohu iti a Apple, "ka tapiritia e ia. Ko te tuhinga "Here ki te hunga haurangi", e tangi ana i te waahi Whakaaro rereke, i tuhia e etahi atu kaituhi - Rob Siltanen me Ken Segall, i rongonui i roto i etahi atu ko "te tangata nana i whakaingoatia te iMac".
I whakaaetia e te hunga whakarongo
Ahakoa kaore i rite te pakanga i te wa o te Macworld Expo, i whakatau a Jobs ki te whakamatau i ana kupu matua ki te hunga whakarongo ki reira. Nāna i whakatakoto ngā tūāpapa mō tētahi pānuitanga rongonui e kōrerohia tonutia ana i ēnei rā. "E hiahia ana ahau ki te korero paku mo Apple, mo te waitohu me te tikanga o taua waitohu ki te nuinga o tatou. E mohio ana koe, ki taku whakaaro me rereke koe ki te hoko rorohiko Apple. I te wa i puta mai ai te Apple II, me timata taatau ki te whakaaro mo nga rorohiko rereke. Ko nga rorohiko tetahi mea ka kitea e koe i roto i nga kiriata i te nuinga o te waa ka mau ratou i nga ruma nunui. Ehara enei i tetahi mea ka taea e koe ki runga i to tepu. He rereke to whakaaro na te mea karekau he rorohiko hei timata. I te taenga mai o te rorohiko tuatahi ki te kura karekau he rorohiko i mua, me rereke to whakaaro. He rereke pea to whakaaro i to hokonga i to Mac tuatahi. He rorohiko tino rerekee, he rereke te mahi, me whai waahi rereke o to roro ki te mahi. A i whakatuwheratia e ia te tini o nga tangata i whakaaro rerekee ki te ao rorohiko... A ki taku whakaaro me whakaaro kee tonu to whakaaro ki te hoko rorohiko Apple."
I mutu te kaupapa "Think Different" a Apple i te tau 2002 me te taenga mai o te iMac G4. Engari i rongo tonu te awe o tana pepeha matua - i ora tonu te wairua o te pakanga, he rite ki te waahi o te tau 1984. E mohiotia ana ko te Tumuaki o Apple o naianei, ko Tim Cook, kei te pupuri tonu i etahi rekoata o te hokohoko "Think Different" tona tari.
Puna: Tuhinga o Mac
