Jordan Peterson is among a number of social media users who have lashed out at Apple over its new commercial, calling it "beyond parody." The ad was shared to X, the social network formerly known as Twitter, by Apple CEO Tim Cook.

Apple faced major public backlash for throttling the performance on older devices without telling the users. To most people, this was a clear example of planned obsolescence, a tactic used to make users upgrade to a newer and more expensive device earlier than they otherwise would.

The original concept was to show the fight for the control of computer technology as a struggle of the few against the many, says TBWA/Chiat/Day's Lee Clow. Apple wanted the Mac to symbolize the idea of empowerment, with the ad showcasing the Mac as a tool for combating conformity and asserting originality.

Criticism of Apple includes allegations of unethical business practices such as anti-competitive behavior, rash litigation, dubious tax tactics, the use of sweatshop labor, misleading warranties and insufficient data security, and concerns about environmental destruction.

The bad apple theory, which Dekker would prefer we all stopped using, says that accidents are the result of a few bad apples. Most everything is safe, if it were not for a few unreliable humans.

The original concept was to show the fight for the control of computer technology as a struggle of the few against the many, says TBWA/Chiat/Day's Lee Clow. Apple wanted the Mac to symbolize the idea of empowerment, with the ad showcasing the Mac as a tool for combating conformity and asserting originality.

The return of Think Different reintroduced the distinct aura that Apple had built its brand on and connected it with its core philosophies - namely simplicity and uniqueness. Not only did the campaign reestablish Apple as a brand, but it created a 'tribe' among customers.

Challenges

• Being too conservative during the economic slowdown.
• Apple silicon innovation slowdown.
• Loss of leaders.
• Over-reliance on older industrial designs.
• iPad's continuing search for meaning.
• Unclear vision for Apple's services.
• Underinvestment in lower-end.
• Continued attacks on Apple's vertical integration.

It maintains that: Complex systems would be fine, were it not for the erratic behavior of some unreliable people (Bad Apples) in it; Human errors cause accidents: humans are the dominant contributor to more than two thirds of them; Failures come as unpleasant surprises.

According to one version of the myth, Eris, the goddess of discord, was furious at not having been invited to the wedding of Thetis and Peleus, so she took one of the apples and threw it among the guests. The apple was inscribed with the words 'To the fairest' and caused mayhem among the crowd.

Apple prioritizes the consumer in everything they do. Through its branding strategy, Apple has positioned itself as an innovative company, embodying its “Think Different” slogan.

Our research highlights several ethical issues with Apple, including climate change, environmental reporting, habitats & resources, pollution and toxics, arms & military supply, human rights, workers' rights, supply chain management, irresponsible marketing, anti-social finance, and political activities.