List of Apple Inc. slogans

This is a list of slogans that have been used by Apple Inc. in advertising and marketing material from the '70s to the present.

Company advertising campaigns

 * "Byte into an Apple" (Late 1970s)
 * "Soon there will be 2 kinds of people. Those who use computers, and those who use Apples." (Early 1980s)
 * "The Computer for the rest of us" (1984)
 * "The Power to Be Your Best" (1990)
 * "Think different." (1997–2002)
 * "Switch" (2002–2003)
 * "Get a Mac" (2006-2009)

Apple I

 * "Apple introduces the first low cost microcomputer system with a video terminal and 8 kilobytes (KB) of RAM on a single PC card!"

Apple II

 * "Introducing Apple II"


 * "What every educator should know about desk-top computers."
 * "The home computer that's ready to work, play and grow with you."
 * "We're looking for the most original use of an Apple since Adam," promoting a user-submission essay contest
 * "A is for Apple"
 * "How to buy a Personal Computer"
 * "Welcome IBM. Seriously." A full-page advert in the Wall Street Journal recognizing the introduction of the original IBM PC as a milestone for the industry as a whole


 * "What kind of man owns his own computer?"
 * "Baked Apple". Accompanying a story of an Apple II that worked after a house fire, to illustrate the claim of durability.
 * "Why Apple II is the world's best selling personal computer."

Macintosh

 * "It takes minutes of practice to make Macintosh do this."
 * "Introducing Macintosh"
 * "So 1984 won't be like...1984."
 * "Introducing Macintosh. What makes it tick. And talk." - technically oriented ad featuring a cutaway drawing of the Macintosh 128k
 * "Of the 235 million people in America, only a fraction can use a computer... Introducing Macintosh. For the rest of us." - headline from a 20 page brochure published in Newsweek
 * "It does more, It costs less. It's that simple" - used in an ad campaign in 1993
 * "Macintosh-the computer for the rest of us."

iMac and Mac mini

 * "iThink, therefore iMac." (1998) based on René Descartes famous line, "I think, therefore I am" (Cogito ergo sum).
 * "Hello. Again." (1998) iMac slogan based on original "Hello." Macintosh brochure.
 * "Blows minds, not budgets." (1998) used to market the iMac.
 * "Where did the computer go?" (2004) used to market the introduction of the new iMac G5.
 * "From the creators of iPod." (2004) used to market the introduction of the iMac G5.
 * "The most affordable Mac ever." (2005) used to market the introduction of the Mac mini.
 * "Now showing. The new iMac G5" (2005) used to market the new iMac G5 released in October 2005.
 * "Small is Beautiful" (2006) used to market the new Intel Mac mini.
 * "The new, all-in-one iMac" (2006) used to market the new iMac.
 * "You can't be too thin, Or too powerful." (2007) slogan used to market the new iMac released in August 2007.
 * "A little Mini. A lot of Leopard"(2007) used to market the Mac Mini shipping with Mac OS X Leopard.
 * "The ultimate all-in-one. Now shipping with Leopard" (2007) used to market the iMac shipping with Mac OS X Leopard.
 * "More Power. Thinly disguised." used to market the iMac revision of early 2008.
 * "Beauty. Brains. And now more brawn." used to market the iMac revision of early 2008.
 * "The all-in-one for everyone." used to market the iMac revision of early 2009.
 * "Faster. Greener. Still mini." used to market the new Mac mini revision of early 2009.
 * "Brilliance, squared." used to promote the design of the new Mac mini revision of early 2009.
 * "Small is huge." used to promote the features of the new Mac mini revision of early 2009.
 * "It’s a good time to be a desk." used to promote accessories of Mac mini revision of early 2009.
 * "The ultimate all-in-one. Now with the ultimate display." used to promote the new iMac with larger screens in late 2009.
 * "The new, mightier mini." used to promote the Mac mini in late 2009.
 * "Redesigned in a very big way." used to promote the all-aluminium unibody Mac mini released in June 2010.
 * "Way more power. Way same size." used to promote the new Mac Mini released in October 2012.
 * "The ultimate all-in-one. Turbocharged." used to promote the iMac released in July 2010.
 * "The ultimate all-in-one goes all out." used to promote the iMac released in May 2011.
 * "Performance and design. Taken right to the edge." Used to promote the new iMac introduced in October 2012.

PowerBook, MacBook Pro, iBook, MacBook, and MacBook Air

 * "The iMac to Go." (1999) used to market the introduction of the iBooks.
 * "The plot thins" (1999) used to market "thinner" PowerBook G3 models code-named "Lombard", introduced May 1999.
 * "Less is more" (2003) used to market the introduction of the PowerBook G4s.
 * "Sends other UNIX boxes to /dev/null" (2003) used to advertise Mac OS X-equipped PowerBooks.
 * "Higher Resolution. Better Mileage" (2005) used to describe the higher resolution and better battery life on the new PowerBooks (October 2005).
 * "Meet the family. Now complete." (2006) used to market the new MacBook family.
 * "Everything2" (2006) used to advertise the MacBook with Intel Core 2 Duo.
 * "Same lovable MacBook. New lovable speed." (2007) used to advertise the MacBook with faster Intel Core 2 Duo processors than the previous model.
 * "Vroom with a View" (2007) used to advertise the MacBook Pro with new 1920x1200 displays.
 * "State-of-the-art meets state-of-the-art. MacBook Pro now shipping with Leopard" used to advertise the MacBook Pro with Mac OS X Leopard.
 * "Same lovable MacBook. New amazing OS. MacBook now shipping with Leopard" (2007) used to advertise the MacBook with Mac OS X Leopard.
 * "There's something in the air" (2008) To promote the release of the MacBook Air.
 * "MacBook Air. The world's thinnest notebook." (2008) used to promote the MacBook Air.
 * "Thinnovation" (2008) used to market the original MacBook Air, as well as the late 2008 revision.
 * "Book smart" (2008) used to market the new MacBook released in February 2008.
 * "Nimble, meet quick." (2008) used to market the new MacBook Pro released in February 2008.
 * "Rapid transit" (2008) used to market the new MacBook and MacBook Pro.
 * "Meet the next generation of notebooks." (2008) used to market the new Aluminum MacBook and Macbook Pro.
 * "Redesigned. Reengineered, Re-everythinged." (2008) used to market the new aluminum MacBook.
 * "The new MacBook Air. Better graphics. More storage. Yet still the world’s thinnest notebook." (2009) Used to promote the new MacBook Air with NVIDIA GeForce 9400M integrated graphics.
 * "Thin as always. Faster than ever." (2009) used on apple.com to promote the new Macbook Air introduced during the WWDC 2009.
 * "An even quicker study." (2009) used on apple.com to promote the new white polycarbonate MacBook with better specifications and a bigger hard drive.
 * "The new MacBook Pro family." (2009) used on apple.com to promote the new 13- 15- and 17-inch MacBook Pros.
 * "The notebook you love. In a whole new edition" (2009) used on apple.com to promote the new Unibody polycarbonate MacBook in late 2009.
 * "The fastest, most powerful MacBook Pro ever. Times three." (2010) used on apple.com to promote the new 13- 15- and 17-inch MacBook Pros.
 * "The notebook for everyone. Now with more speed, power, and battery life." (2010) used to promote the updated MacBook in 2010.
 * "The notebook for everyone. Just $999." (2010) used to promote the updated MacBook in 2010.
 * "The next generation of MacBooks." (2010) used to promote the new 11 inch and 13 inch MacBook Air.
 * "State-of-the-art processors. All-new graphics. Breakthrough high-speed I/O. Three very big leaps forward." (2011) used to promote the new MacBook Pro.
 * "The new, faster MacBook Air. Everyone should have a notebook this advanced. And now everyone can." (2011) used to promote mid-2011 MacBook Air.
 * "It's a whole new vision for the notebook." (2012) used to promote the new MacBook Pro with Retina display.
 * "Now it's even faster than it looks." (2012) used to promote the mid-2012 MacBook Air.
 * "Over 4 million pixels. Under 3.6 pounds. It's impressive by any measure." (2012) used to promote the 13-inch MacBook Pro with Retina Display.

Power Mac and Mac Pro

 * "Two Brains are better than one" (2000) used to market the introduction of the dual processor PowerMac G4s
 * "Rips through digital video faster than Pentiums can say "uncle"." PowerMac Dual G4 1.42Ghz
 * "The world's fastest computer" (2003) used to market the introduction of the PowerMac G5s, somewhat controversial as many in the PC world disputed the benchmarks.
 * "Engineered for the Creative Class" (2004) used to market the PowerMac G5.
 * "The 64-bit professional dream machine" (2005) used to market the PowerMac G5.
 * "Power Mac G5. The power of four." (2006) used to market the PowerMac G5.
 * "Room to grow. Introducing Mac Pro" (2006) used to promote the new Mac Pro.
 * "Life Made Easier" (2006) used to promote the new Mac Pro.
 * "64-bit Quad Xeon. Introducing Mac Pro"(2008) used to promote the new Mac Pro.
 * "The new Mac Pro. Tower of 8-core power." (2008) used to promote the new 8-core Mac Pro.
 * "Start your engines. All eight of them"(2008) used to market the 8-core Mac Pro.
 * "Expand at will." (2008) used to market the 8-core Mac Pro.
 * "Beauty outside. Beast inside." (2009) used to market the new Mac Pro with Intel Xeon “Nehalem” processor.
 * "Mac. To the power of 12." (2010) used to market the 12-core Mac Pro.

Xserve

 * "We mean business." (2003) used to market two new Xserve machines.
 * "More power. Less energy." (2009) used to market the Xserve that is more powerful, but uses less energy.

iPod classic

 * "1,000 songs in your pocket." (2001) used to promote the first generation iPod's large storage capacity and compact design.
 * "Introducing the new iPod family." (2002) used on apple.com.
 * "7,500 songs in your pocket." (2003) used on apple.com.
 * "The best keeps getting better" (2004) used to market iPod fourth generation.
 * "10,000 songs in your pocket." (2004) used to market iPod fourth generation.
 * "Paint it black." (2004) used to market iPod U2 Special Edition fourth generation.
 * "One more thing..." (2005) used to market iPod fifth generation with video.
 * "Watch your music" (2005) used to market iPod fifth generation with video.
 * "15,000 songs. 25,000 photos.  80 hours of video."  (2005) used to market iPod fifth generation with video.
 * "Home stereo. Reinvented." (2006) used to market iPod Hi-Fi.
 * "Back for an encore." (2006) used to market iPod U2 Special Edition fifth generation with video.
 * "Tune your run." (2006) used to market Nike+iPod.
 * "Movies, TV shows, games, and music. Now playing on an iPod near you." (2006) used to market enhanced iPod fifth generation.
 * "Give the gift of iPod." (2006) used to market the iPod for Valentine's Day.
 * "Hold everything." (2007) used to market the sixth generation iPod, the iPod classic.
 * "Play more than music. Play a part." (2008) used to market the iPod (PRODUCT)RED.
 * "One size fits all." (2009) used on their website to promote the new single sized iPod classic.
 * "Your Top 40,000." (2009) used to market the iPod classic.

iPod mini

 * "Mini. The next big thing." (2004) used to market iPod mini.
 * "Teeny doesn't mean weeny." (2004) used to market iPod mini.

iPod shuffle

 * "Life is random." (2005) used to market iPod shuffle.
 * "Do not eat iPod shuffle" (2005) Easter egg slogan attached as a footnote to claim that the shuffle was about the size of a pack of gum.
 * "Give chance a chance." (2005) used to market iPod shuffle pro.
 * "Random is the new order." (2005) used to market iPod shuffle.
 * "Enjoy uncertainty." (2005) used to market iPod shuffle.
 * "Clip and go." (2006) used to market the second generation iPod shuffle.
 * "Put some music on." (2006) used to market the second generation iPod shuffle.
 * "Put some color on." (2006) used to market the 4 new colors for the second generation iPod shuffle.
 * "A new gig for iPod shuffle" (2008) used to market iPod shuffle 2GB.
 * "Get your groove on. In four new colors" (2008) used on the website to advertise the refresh of the iPod shuffle.
 * "Small Talk." (2009) used on their website to promote the new iPod shuffle.
 * "It's small. It talks. And it's in color." (2009) used to market iPod shuffle.
 * "The first music player that talks to you. Now in five colors." (2010) currently used to market iPod shuffle.
 * "The perfect mix." (2010) Used to promote the new iPod shuffle.

iPod nano

 * "1,000 songs. Impossibly small." (2005) used to market iPod nano.
 * "Completely remastered." (2006) used to market the second generation iPod nano.
 * "Put a different kind of change in your pocket." (2006) used to market iPod nano (PRODUCT)RED.
 * "A little video for everyone." (2007) used to market the third generation iPod nano.
 * "nano-chromatic" and "Rockalicious" (2008) used on the website to advertise the new fourth generation iPod nano's colors as well as new features.
 * "Nano Shoots Video."(2009) used on US and UK ads promoting the iPod nano 5th Generation with Video.
 * "A new way to nano" (2010) Used to promote the new iPod nano.
 * "Multi-Touch. And multi-talented." (2011) Used to promote the sixth generation iPod nano.
 * "Completely Renanoed." (2012) Used to promote seventh generation iPod nano.

iPod touch

 * "Touch comes to iPod" was the original iPod touch slogan. (2007)
 * "Now there's even more to touch." (2008) used to market the iPod touch firmware 1.1.3.
 * "Everybody Touch." (2008) used in the new iPod touch commercial.
 * "What's new to touch." (2008) used in the January '08 software update of the iPod touch.
 * "Tap into what's new." (2008) also used in the January '08 software update of the iPod touch.
 * "Now there's even more to touch." (2008) used for advertising the new iPod touch software update.
 * "Pump up the volume. iPod Touch Now in 32GB." used to market the 32GB iPod touch.
 * "So much to touch." (2008) used to advertise the iPod touch 8GB, 16GB, and 32GB models.
 * "The funnest iPod ever." (2009) used on their website to promote the second generation iPod touch.
 * "Millions of songs. Thousands of videos. Hundreds of games." used on their website to promote the second generation iPod touch.
 * "Next level fun." (2009) used to market the iPod touch.
 * "Game on. And on. And on." (2010) used to market the iPod touch.
 * "It has fun written all over it." (2011) used to market the iPod touch.
 * "Share The Fun." (2011) Used in latest iPod touch advert, promoting Social Networking features in iOS 5.
 * "Engineered for maximum funness." (2012) Used to promote fifth generation iPod touch.

Miscellaneous

 * "Which iPod are you?" (2006) used to market iPod family.
 * "Put a thousand thanks in their pocket." (2006) used to market iPod Corporate Gifting Program.
 * "Meet the best iPods ever." (2007) used to market the redesigned iPod line.
 * "There's An App For Everything" (2010) used to advertise the iPhone and iPad.

Nike+iPod

 * "Tune your run." (2007)
 * "Meet your new personal trainer." (2010)

iTunes

 * "A new spin on music." (2001)
 * "Digital Music for your Mac." (2001)
 * "Rip. Mix. Burn." (2001) used to promote iTunes desktop CD burning capability, somewhat controversial as it was seen by some as advocating piracy.
 * "Rock and Roll will never die. It is, however, being reborn." (2003) used to promote the iTunes Store
 * "The best Windows app ever." (2003) used to promote iTunes on Windows.
 * "Hell Froze Over." (2003) used to promote iTunes on Windows
 * "Welcome to the digital music revolution." (2004) used to promote iTunes
 * "Drink. Win. Play." (2005) used during the 2005 Pepsi-iTunes promotion.
 * "Give music." (2005) used to market iTunes Music Cards.
 * "The best digital jukebox and #1 music download store. Now with video." (2005) used to market iTunes 6.
 * "Welcome to the entertainment center of your world." (2006) used to promote iTunes 7
 * "Give the gift of music for the holidays." (Fall 2006) used to promote iTunes Gift Cards
 * "The entertainment center of your world." (2007) used to promote iTunes 7
 * "American Idol on iTunes." (2008) used to promote American Idol performances on iTunes.
 * "Discover iTunes 8. Rediscover your music." presumably used to promote the new Genius feature.
 * "iTunes 8. The entertainment capital of your world" Used on apple.com to show that iTunes is a program designed for multimedia.
 * "That's entertainment." Used on apple.com to promote better features for iTunes.

iPhone

 * "The internet in your pocket."
 * "Touching is believing" as seen in print ads.
 * The word "hello" used in the iPhone's ad.
 * "iPhone Apple reinvents the phone" used at apple.com.
 * "Say Hello to iPhone" used at apple.com.
 * "Talk about big. iPhone now in 16GB. More music. More video. More iPhone." (2008) used to market the new iPhone in 16GB.
 * "The iPhone you've been waiting for." (2008) Used to promote the iPhone 3G.
 * "The first phone to beat the iPhone." (2008) Used in their advert for the iPhone 3G.
 * "Twice as fast, for half the price" (2008) Used in their ad for the iPhone 3G.
 * "The most advanced mobile OS. Now even more advanced." (2009) Used for the presentation of the blueprint for iPhone OS 3.0.
 * "25,000 apps. And counting." (2009) used to market the iPhone 3G.
 * "The fastest, most powerful iPhone yet." (2009) used to advertise the new iPhone 3GS.
 * "More to love, less to pay" (2010) used to advertise the 8GB iPhone 3GS
 * "This changes everything. Again." (2010) iPhone 4
 * "There's an app for that. That's the iPhone. Solving life's dilemma one app at a time." (2008) Used in their ad for the iPhone 3G.
 * "If you don't have an iPhone, well, you don't have an iPhone." Used in their ad for the iPhone 4.
 * "The world's thinnest smartphone." Used in their ad for the iPhone 4
 * "Finally." Used to promote the white iPhone 4.
 * "It's the most amazing iPhone yet." (2011) Used on the Apple website to advertise the new iPhone 4S.
 * "The biggest thing to happen to iPhone since iPhone" iPhone 5.

iPad

 * "The iPad is..." (2010) Used in the iPad TV ads.
 * "A magical and revolutionary device at an unbelievable price." (2010) Used on apple.com and Keynote to promote and introduce the new iPad.
 * "Thinner. Lighter. Faster. Facetime. Smart Covers. 10 hour battery." (2011) Used on apple.com to promote and introduce the iPad 2.
 * "Now with iOS 5 and iCloud, it just got even harder to put down." (2011) Used to promote iOS 5.
 * "Resolutionary" (2012) Used to promote the new iPad and its Retina Display.
 * "Every inch an iPad" (2012) Used for the iPad mini launch.
 * "Just as stunning. Twice as fast." (2012) Used to promote the 4th generation iPad.

Mac OS X

 * "It just works".
 * "It's the biggest thing to happen to Macintosh since the Macintosh" (2001) Initial OS X release.
 * "The biggest breakthrough since point and click." (2001)
 * "The future is here" (2001) used to tell that Mac OS X is the most advanced operating system.
 * "Wildly innovative" Mac OS X v10.2
 * "The evolution of the species" Mac OS X v10.3
 * "Change your stripes" Prerelease slogan for Mac OS X v10.4
 * "Tiger unleashed." (2005)
 * "Redmond, start your photocopiers." (2006) used to market Mac OS X Tiger, Redmond referring to Microsoft.
 * "Redmond, we have a problem." (2006) used to market Mac OS X Tiger, Redmond referring to Microsoft.
 * "This should keep Redmond busy." (2006) used to market Mac OS X Tiger, Redmond referring to Microsoft.
 * "Introducing Longhorn." (2006) used to market Mac OS X Tiger. Longhorn was the codename of Windows Vista.
 * "Add a new Mac to your Mac" (2007) Used to promote Mac OS X Leopard on Apple.com.
 * "Hello, Tomorrow" (2007) Used on apple.com for Leopard introduction.
 * "Go Beyond Vista: It's Time to Get a Mac." (2007) Universal line to promote Leopard.
 * "The Next Big Things" Used on apple.com for Leopard's features introduction.
 * "Rock Solid Foundations" Promotes the core technologies that power Leopard.
 * "It's Here. It's Real. It's Amazing." Mac OS X Tiger runs on Intel.
 * "Leopard, Every One's an Ultimate." Used on the release of Mac OS X Leopard, as a reference to Windows Vista's multiple versions.
 * "Core innovation" Used to emphasize that Mac OS X Snow Leopard will focus on improving performance, efficiency and reducing its overall footprint, rather than adding new end-user features.
 * "The world's most advanced operating system. Finely tuned." Used to tell that Mac OS X 10.6 "Snow Leopard" is a refined version of Mac OS X 10.5 "Leopard"
 * "The power of Mac OS X. The magic of iPad." Used to show that Mac OS X Lion takes features from the iPad's operating system, iOS.
 * "The world's most advanced desktop operating system advances even further." Used on apple.com to promote Mac OS X Lion.
 * "With all-new features inspired by iPad, the Mac just keeps getting better and better." Used on apple.com to announce and promote OS X Mountain Lion.

Mac OS X Server

 * "Leopard Server. Simply Powerful." (2007-2009) Used on apple.com to promote the software.
 * "Connecting your business." (June-August 2009) Used to promote Mac OS X Server Snow Leopard before its release.
 * "New features. New ways to collaborate. Simpler than ever." Used on apple.com to promote the new advances and technologies of Mac OS X 10.6 "Snow Leopard" Server.

App Store (iOS)

 * "There's an app for just about anything" used to market the App Store for the iPhone and iPod Touch.
 * "Applications unlike anything you’ve seen on a phone before." used at apple.com to market the App Store for the iPhone and iPod Touch.
 * "Your iPhone gets better with every new app." (Used at apple.com)
 * "Over 200,000 ways to make iPhone even better." (Used at apple.com)
 * "There's an app for that" Used to market the App Store for the iPhone and iPod Touch

Mac App Store

 * "The Mac App Store. More than a thousand apps. One simple new way to get them." used to promote the Mac App Store at apple.com

Apple TV

 * "YouTube, Meet Apple TV" (2007) Used currently on the iPod+iTunes homepage.
 * "If it's on iTunes, it's on your widescreen TV." (2007).
 * "Movie rentals and much more." used to market the Apple TV.
 * "Now Playing: HDTV shows and more." used to market the Apple TV.
 * "Even More to Do" (2008)
 * "Suddenly your HDTV is everything it should be." (2009)
 * "The all-new Apple TV." (2010) Used to promote the redesigned Apple TV.
 * "With the best HD content and AirPlay, there's always something good on TV." (2012) Used to promote the third generation Apple TV.

Intel

 * "What's an Intel chip doing in a Mac? A whole lot more than it's ever done in a PC." used on Apple's website to promote the MacBook Pro and iMac featuring Intel processors.
 * "Rosetta. The most amazing software you'll never see." Used to advertise the Rosetta translation engine, used to run PowerPC Mac OS X applications on Intel Macs.
 * "Imagine the Possibilities." The tag-line used for the TV commercial which introduced the use of the Intel chip in the new Macintosh computer line.
 * "Faster now comes standard." (2006) used on Apple's website to promote the faster processor speeds on the MacBook Pro.
 * "Better than ever" (2008) used to market the Intel Core 2 Duo 45 nm Penryn processor in the MacBook.

eMac

 * "The most affordable G4 system ever at just $1099." (2002)
 * "The most affordable way to burn your own DVDs." (2002)
 * "Performance and value all in one." (2003)
 * "The most affordable digital hub." (2003)
 * "The most affordable digital hub just got better." (2004)
 * "The most affordable all-in-one Mac." (2005)
 * "e is for education." (October 2005-July 2006)

WebObjects

 * "One size fits all." (1999)
 * "The smart way to bring applications to the Internet." (2000)
 * "The incredibly powerful way to create Java Serve applications" (2001)
 * "The easiest way to build powerful web services." (2003)

iCal

 * "Introducing iCal" (2002)
 * "The desktop calendar - redefined." (2002)
 * "The desktop calendar, redefined." (2005)

iReview

 * "A new look and more reviews." (2000)

iTools

 * "At your service." (2000-2002)

.Mac

 * "Extend Your Digital Life" (2002) used to promote the migration from iTools to .Mac
 * "Internet Essentials for your Mac" (2004) Used on apple.com

MobileMe

 * "Hi How are you? Exchange for the rest of us" (2008) used to promote the migration from .Mac to MobileMe
 * "The simple way to keep everything in sync." (2008) used to market MobileMe
 * "Push email, push contacts, push calendar. Everything in sync. Anywhere you are" (2009) Used on apple.com as an example to show the convenience of MobileMe to store and retrieve data from the MobileMe service from a Macintosh, Personal Computer, or iPhone
 * "The easy way to keep your iPhone, iPad, Mac, and PC in sync." (2010) Used to promote MobileMe on apple.com

iCloud

 * "This is the cloud the way it should be: automatic and effortless." (2011) Used to promote iCloud on apple.com.