Prabhakar Mundkur: An Ode to Steve Jobs

18 Oct,2021

Prabhakar MundkurBy Prabhakar Mundkur


“Think different” was written by Craig Tonamoto, art director at Chiat/Day who also did the initial concept work on Apple. In a way that shattered the notion that art directors are meant to do art and copywriters are meant to do copy.  But the world had changed already in 1997 when this tag line was written, breaking the boundaries between different disciplines in creative, a notion that existed in the advertising business of the 60s and 70s.


October 5 of course brought back memories of Steve Jobs because it has now been a decade since he passed.  As an Apple user for the last 15 years, I couldn’t help feeling a twinge of sadness when I read the statement that his family put out on this memorable day.


“For a decade now, mourning and healing have gone together. Our gratitude has become as great as our loss.

Each of us has found his or her own path to consolation, but we have come together in a beautiful place of love for Steve, and for what he taught us.

For all of Steve’s gifts, it was his power as a teacher that has endured.

He taught us to be open to the beauty of the world, to be curious around new ideas, to see around the next corner and most of all to stay humble in our own beginner’s mind.

There are many things we still see through his eyes, but he also taught to look for ourselves. He gave us equipment for living, and it has served us well.

One of our greatest sources of consolation has been our association of Steve with beauty. The sight of something beautiful – a wooded hillside, a well‑made object – recalls his spirit to us.”


With that statement was also released a film that encapsulated the essence of Jobs and Apple.



Before I started using Apple, I would be amazed at the instant connection that two Apple users felt in a room when they first discovered each other to be Apple users. The connection was almost electric. It was magical, the sense of camaraderie and the feeling of belonging to a secret cult of Apple lovers.


When I saw the shape of the newly launched iPhone 13 this month, I couldn’t help feeling that it reminded me strongly of the Apple iPhone 5 which was the last phone launched by Jobs.


I can’t get over the brilliance of the commentary of the Think Different commercial.  It makes me proud to belong to a cult of Apple users.


Here’s to the crazy ones

The misfits

The rebels

The troublemakers

The round pegs in square holes

The ones who see things differently

They are not fond of rules

And they have no respect for the status quo

You can quote them, disagree with them,

Glorify them or vilify them

About the only thing you can’t do is ignore them

Because they change things

They push the human race forward

While some may see them as the crazy ones

we see genius

Because the people who are crazy enough to think

They can change the world, are the ones who do


It was to catapult the Apple being one of most worthy  brands on the planet. Today, it is worth $ 612 billion.



In many ways, the commentary of Think Different glorified the Apple user and made her/him feel a strong part of a tribe around the world.


As we remember Jobs, this powerful and shared feeling carries on.



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