Steve Jobs introduces the “Think Different” campaign in 1997. To put this video in perspective, remember where Apple was in 1997. In terms of market share, the company had only about 3% of the personal computer market, bottoming out at 2.8% in July 1997. Its stock traded at around $4 or $5 a share, also bottoming in July 1997 when it sank below $3.50 a share. In its previous fiscal year the company had lost $1 billion.