The campaign does not happen casually, since it was in 1996 when Apple rescued Steve Jobs whom he had dismissed years before, as a last chance for his survival, he was losing the battle and the company was on the verge of the abyss, one of Its competitors, IBM, used the slogan Think, and also Think Big , and that is why Steve Jobs himself wanted to give that nod to the campaign in return for the option to choose IBM.

 

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