In 1997, Steve Jobs told employees: Nike sells shoes, yet inspires millions

In 1997, Steve Jobs addressed Apple employees by highlighting Nike as a model for corporate branding. He argued that Nike successfully transcended the sale of physical footwear by instead marketing a sense of inspiration to its customers. Jobs encouraged Apple staff to adopt a similar approach by grounding the company's identity in its core values and mission.

This perspective served as the foundation for Apple's "Think Different" advertising campaign. By shifting the focus from product utility to the celebration of creativity and innovation, the initiative sought to align the company's public image with a broader philosophical commitment to excellence.