"Think different" is an advertising slogan used from 1997 to 2002 by Apple. The campaign was created by the Los Angeles office of advertising agency TBWA\Chiat\Day. The slogan has been widely taken as a response to the IBM slogan "Think". It was used in a television advertisement, several print advertisements, and several TV promos for Apple products.

As of 2020, "Think different" was still printed on the back of the box of the iMac.

In 1983, Apple's "1984" Super Bowl advertisement was created by advertising agency Chiat\Day. In 1986, CEO John Sculley replaced Chiat\Day with BBDO. In 1997, under CEO Gil Amelio, BBDO pitched a new brand campaign with the slogan "We're back" to an internal marketing meeting at the then struggling Apple. Reportedly everyone in the meeting expressed approval with the exception of the recently returned Steve Jobs who said "the slogan was stupid because Apple wasn't back [yet]."

Jobs then invited three advertising agencies to present new ideas that reflected the philosophy he thought had to be reinforced within the company he had co-founded. Chiat\Day was one of them.

The script was written by Rob Siltanen with participation of Lee Clow and many others on his creative team. The slogan "Think different" was created by Craig Tanimoto, an art director at Chiat\Day, who also contributed to the initial concept work. The look and feel of the print, outdoor and the photography used was researched, curated, and visually developed by art & design director Jessica (Schulman) Edelstein who, together with Lee Clow, met weekly with Steve Jobs and the team at Apple to hone the campaign in its many forms. Susan Alinsangan and Margaret (Midgett) Keene were also instrumental in developing the campaign further as it progressed and spread throughout the world. The commercial's music was composed by Chip Jenkins for Elias Arts.

The full text of the various versions of this script were co-written by creative director Rob Siltanen and creative director Ken Segall, along with input from many on the team at the agency and at Apple. While Jobs thought the creative concept "brilliant", he originally hated the words of the television commercial, but then changed his mind. According to Rob Siltanen:

Steve was highly involved with the advertising and every facet of Apple's business. But he was far from the mastermind behind the renowned launch spot...While Steve Jobs didn't create the advertising concepts, he does deserve an incredible amount of credit. He was fully responsible for ultimately pulling the trigger on the right ad campaign from the right agency, and he used his significant influence to secure talent and rally people like no one I've ever seen before. Without Steve Jobs there's not a shot in hell that a campaign as monstrously big as this one would get even close to flying off the ground...it got an audience that once thought of Apple as semi-cool, but semi-stupid to suddenly think about the brand in a whole new way.

Craig Tanimoto is also credited with opting for "Think different" rather than "Think differently," which was considered but rejected by Lee Clow. Jobs insisted that he wanted "different" to be used as a noun (i.e., Think "different"), as in "think victory" or "think beauty". He specifically said that "think differently" wouldn't have the same meaning to him. He wanted to make it sound colloquial, like the phrase "think big".