The 1984 commercial highlights that Apple has always made fun of people who used other products (who do you think is in the audience? Consumers of their competi

The 1984 commercial highlights that Apple has always made fun of people who used other products (who do you think is in the audience? Consumers of their competitors products). The 90's slogan "Think Different" was a direct shot across the bow of IBM's slogan "Think". When they say "here's to the crazy ones" they're directly saying their customers are inherently different from the customers of their competitors. That's how Apple has always been.