Jobs’s innovative marketing campaign featured John
Lennon and Yoko Ono next to Apple’s "Think Different"
slogan.
our heroes are and who we are. We forgot that for a while.
Companies sometimes forget who they are. Sometimes they
remember again, and sometimes they don’t. 54
The iMac
Jobs’s changes were working. Five months after he took over
the company, it was turning a profit. With Apple heading in the
right direction, he turned his attention to the iMac, short for the
Internet Macintosh. It was a new computer, which Steve envi-
sioned as an inexpensive, easy to set up and use machine that
allowed users to easily access the Internet.
Keeping with the “Think Different” slogan, Jobs wanted the
iMac to look different from other computers. The computer,
72 Steve Jobs