📺 "Switch" Ad Campaign Launch

Apple launched the "Switch" advertising campaign in June 2002, succeeding the iconic "Think Different" campaign. The ads featured real people who had switched from Windows PCs to Macs, sharing their experiences in a simple, direct-to-camera format against a white background. The campaign marked a new approach for Apple, focusing on everyday user testimonials rather than celebrity imagery, and aimed to convince mainstream consumers to make the transition to the Mac platform.