Review: Bad Apple

As the company caters less to the demands of artists and other creative professionals, the quality of its products is slipping.

Apple’s 1997 “Think Different” marketing campaign was one of its most memorable ever. Billboards and banners featured huge black-and-white portraits of performers, artists, scientists, and political leaders whose outsider ideas eventually became mainstream. The implicit message was that Apple’s “insanely great” products were for quirky rebels who would one day dominate the world. The photo of Steve Jobs on the cover of his posthumous biography would have fit right in.