“Just iPad It”: Imagining an Apple Campaign

Introduction

Apple’s marketing has long been defined by distinctive slogans and campaigns that capture its innovative spirit – from the iconic “Think Different” to product-specific taglines like “Your next computer isn’t a computer.” Now imagine Apple co-opting a phrase inspired by Nike’s “Just Do It”: “Just iPad It.” This hypothetical slogan riffs on Nike’s famous call to action, positioning the iPad as the go-to solution for any task. In this report, we explore how Apple could deploy “Just iPad It” in a campaign, analyzing the messaging, tone, and product positioning it implies. We compare it with Apple’s current marketing approach and with other iconic campaigns (especially Nike’s) in tone, cultural impact, and adaptability. We also anticipate consumer and media reactions – both enthusiastic and critical – and envision how the slogan might appear across digital ads, print, packaging, or keynotes. Throughout, we draw parallels to similar slogans in tech and advertising to gauge where “Just iPad It” might fit in the marketing playbook.

Messaging and Tone of “Just iPad It”

“Just iPad It” – Messaging: At its core, “Just iPad It” suggests that whatever you need to do, you can simply do it on an iPad. The slogan turns “iPad” into a verb, implying action and immediacy: if inspiration strikes or a task arises, just grab your iPad and get it done. This message positions the iPad as an all-purpose tool – from work and creativity to entertainment – removing barriers between an idea and its execution. The wording echoes Nike’s imperative “Just do it,” conveying confidence and urgency. It implies that using an iPad is an effortless, empowering choice for taking action on any project or impulse.

Tone: The tone of “Just iPad It” would be bold, energetic, and optimistic. It carries a direct, imperative voice – atypical for Apple’s recent marketing, which usually leans minimalist and subtle. Apple’s traditional tone is sleek, concise, and forward-thinking, often using only a few carefully chosen words . In contrast, “Just iPad It” is a punchy command. It injects a sporty, can-do attitude into Apple’s brand voice, much like Nike’s slogan that “encapsulates the spirit of determination” and empowers people to act . If Apple adopted this tone, it would signal a shift to a more aggressive, motivation-driven message, urging users to be proactive with their iPads.

Fit with Apple’s Brand: Notably, Apple’s brand voice historically emphasizes innovation and creativity in a more aspirational or emotive way rather than outright commands. For instance, Apple’s “Think Different” slogan invited consumers to dream and rebel creatively rather than telling them what to do. Apple’s advertisements are known for a minimalistic approach, using simple yet compelling visuals and few words to forge an emotional connection . “Just iPad It,” while still short, would be more direct and colloquial than Apple’s usual refined style. However, it could be executed with Apple’s trademark elegance – for example, appearing as a clean tagline beneath vivid imagery of people doing amazing things with iPad. The key would be balancing the newfound urgency with Apple’s established tone of confidence and sophistication so that the slogan feels empowering rather than out-of-character.

Product Positioning Implications

Adopting “Just iPad It” would position the iPad as the device for everything, reinforcing the idea that the iPad can handle tasks traditionally done on laptops, sketchbooks, cameras, notepads, and more. Apple has already been nudging this direction – marketing iPad Pro as a computer replacement with slogans like “Like a computer, unlike any computer” and “Your next computer isn’t a computer.” “Just iPad It” would sharpen that positioning into a rallying cry: for any creative idea, work task, or spur-of-the-moment project, the iPad is the first and only device you need. This aligns with Apple’s ongoing message that iPad is a versatile, powerful tool that “expands what you can do” in mobile computing .

Such a slogan implies versatility and spontaneity: e.g. Just sketch it (on iPad), just write it (in Pages or Notes), just record it (with iPad’s camera or GarageBand), etc. It effectively uses “iPad” as a verb synonymous with solving a problem or creating something digitally. This is similar to how “Google it” has entered language meaning “search it online” – a brand becoming a verb when it’s the default solution. By saying “Just iPad it,” Apple would be asserting that whenever you have something to do, the iPad is the intuitive way to do it.

However, this positioning comes with a challenge. It risks overpromising if consumers feel the iPad can’t truly do everything a more specialized device can. Apple has faced this skepticism before. Critics have pointed out that while iPads are powerful, their software or interfaces can be limiting for certain pro workflows (compared to Macs) . A slogan suggesting “just use an iPad for anything” might invite pushback from those who find iPadOS or the tablet form factor inadequate for some tasks. Apple would need to back up the slogan by showcasing concrete examples of the iPad rising to every occasion – from editing 4K videos to managing business tasks – thereby positioning iPad as not just a companion, but a capable primary device.

Comparison to Apple’s Current Marketing Strategy

In many ways, “Just iPad It” would be a departure from Apple’s current marketing strategies for iPad, which tend to emphasize capabilities and lifestyle integration without overt sloganeering. Apple’s iPad campaigns usually highlight scenarios (artists drawing, students taking notes, professionals multitasking) with taglines that are descriptive or provocative but still in line with Apple’s polished style. For example, Apple’s recent campaigns and site copy use phrases like “Your workplace can be any place” or “Take your inner artist out and about” – upbeat but not as blunt as “Just iPad It.” Apple’s tone is typically confident yet understated, focusing on how the product empowers users through storytelling rather than imperative slogans .

Adopting a Nike-style catchphrase would signal a strategic shift to a more aggressive and culturally edgy approach. Apple does share some marketing DNA with Nike – both brands market lifestyle and identity as much as products. (Indeed, Steve Jobs once admired Nike’s ability to brand around values, not just products .) But Apple rarely borrows another brand’s phrasing so directly. Its best-known slogan, “Think Different,” was unique and encapsulated Apple’s maverick ethos . In the 2020s, Apple’s campaigns have been emotional and feature-centric, such as the heartfelt “Behind the Mac” ads or the playful iPad ads showing creativity on the go. “Just iPad It” would cut through that subtlety with a bold call to action.

If executed well, this could refresh the iPad’s image with a shot of youthful energy and urgency, potentially appealing to a generation that responds to punchy, meme-like slogans. On the other hand, Apple would need to ensure the slogan doesn’t feel gimmicky or inconsistent with its brand. Apple’s brand communications are known for consistency and a cohesive, elegant voice across channels . A sudden introduction of “Just iPad It” – a playful twist on a sports motto – would have to be carefully integrated to feel authentic to Apple’s identity of creativity, innovation, and quality.

In summary, compared to Apple’s current marketing, “Just iPad It” is more provocative and direct. It emphasizes action over aspiration, whereas Apple usually balances both (inspiring you to create, rather than telling you to create right now with an iPad). This strategy could make Apple’s messaging more immediately memorable, but the company would be treading new ground in tone.

Parallels with Nike’s “Just Do It”

Nike’s “Just Do It” is one of the most iconic advertising slogans in history, so any campaign using a similar phrase begs comparison. Launched in 1988, “Just Do It” was originally a unifying tagline for a series of diverse fitness ads . It quickly transcended its original context: accompanied by Nike’s swoosh logo, it appears on bags, T-shirts and billboards worldwide . The slogan is competitive, forceful, and direct – as lean and powerful as the athletes in Nike’s campaigns . It became a cultural mantra, resonating not only with hardcore athletes but with people far beyond sports . For some, “Just Do It” evolved into a doctrine to live by, symbolizing motivation and overcoming excuses .

Tone and Cultural Impact: The tone of “Just Do It” is famously inspirational, striking a perfect balance between challenge and encouragement. It’s an imperative, but one that people embraced as empowering rather than pushy. Nike’s slogan “encapsulates the spirit of determination” and invites everyone to partake – “If you have a body, you are an athlete,” as Nike’s ethos goes . Over decades, “Just Do It” grew into a philosophy of Nike’s brand, representing a spirit rather than just a marketing line . It proved highly adaptable: Nike has used it in countless contexts – from empowering women in sports to everyday fitness motivation – and translated it across many languages while keeping its punch .

If Apple were to use “Just iPad It,” it would clearly be echoing Nike’s slogan, aiming to tap into a similar universality. However, a key difference is scope. “Just Do It” applies to virtually any challenge in life, making it infinitely flexible. “Just iPad It” is narrower – it specifically frames the iPad as the means to accomplish tasks. Its cultural impact would likely be more limited, as it centers on a product rather than a broad human experience. While Nike’s phrase can caption a photo of any personal triumph, Apple’s would always point back to using a device.

Adaptability: Nike’s tagline can headline a campaign about running one day and about equality or perseverance the next, all while feeling consistent. Apple could attempt to show similar adaptability by featuring “Just iPad It” in many scenarios: a student acing a project, an artist creating on the fly, a traveler solving a problem on the road – all ending with this phrase. The slogan’s structure is flexible in that you can pair “Just iPad It” with visuals of any activity done on an iPad. In a way, it invites a montage-style campaign showing myriad people overcoming hesitations and simply doing their thing with iPad. This mirrors Nike’s tactic of broad applicability, though again limited to contexts where an iPad is relevant.

It’s worth noting Nike’s slogan has an undeniable cultural cachet that Apple might hope to borrow. But there is a fine line between homage and parody. If not executed with originality, “Just iPad It” could be seen as piggybacking on Nike’s brand power. Apple would need to imbue the phrase with its own meaning – likely tying it to creativity and productivity – to avoid it feeling like a copy. Culturally, it probably wouldn’t achieve the transcendent status of “Just Do It”, but it could become a tech-world catchphrase. Think of how Apple’s “There’s an app for that” started as a campaign line and became a popular saying about smartphone apps. Similarly, “Just iPad It” could enter the lexicon of Apple fans or tech pundits as shorthand for doing something the “Apple way” (i.e., with an iPad). It might not reach the “household mantra” level of Nike’s slogan, but within tech culture it could gain traction if the campaign is memorable.

Potential Consumer and Media Reception

How might consumers and the media react if Apple rolled out “Just iPad It”? Reactions would likely range from praise for its boldness to criticism or humor at Apple’s expense. We examine both positive and negative potential responses:

Positive Reactions

• Memorable & Motivational: Many Apple fans and casual consumers could find the slogan catchy and motivating. “Just iPad It” is easy to remember and has an upbeat, “get it done” vibe. It might inspire existing iPad owners to make fuller use of their devices – e.g. “I should stop procrastinating and just iPad it.” Such a tagline could build excitement around the iPad as a product that empowers action and creativity on the spot.
• Playful Brand Image: The media might applaud Apple for loosening up and showing a playful side. Tech commentators sometimes describe Apple’s marketing as serious or hyper-polished; a punny tagline demonstrates cultural savvy by riffing on a famous slogan. If framed humorously, Apple could earn goodwill for not taking itself too seriously. For instance, a clever ad that nods to Nike’s style (perhaps a quick visual homage to a sports scenario before pivoting to an iPad use-case) could delight audiences and generate positive buzz on social media.
• Clarity of Positioning: Reviewers and analysts could praise that Apple is making a clear case for the iPad’s role. By saying “Just iPad It,” Apple would be communicating succinctly that the iPad is a one-stop solution. In an age of overlapping devices, a strong statement that “for X, Y, Z tasks, just use an iPad” might be seen as confident positioning. Some tech columnists might compare it favorably to Apple’s past bold statements (like when Steve Jobs said PCs are like trucks and tablets are the future cars – a metaphor that got people talking). A snappy slogan could similarly spark conversation about whether the iPad truly can replace other tools – which keeps Apple at the center of debate (not a bad thing in marketing terms).
• Youth and Lifestyle Appeal: If the campaign highlights youthful creativity – imagine dynamic scenes of young entrepreneurs, students, or artists spontaneously solving problems with iPad – it could resonate with Gen Z and millennials. The media often note when Apple campaigns successfully capture a lifestyle (e.g., the AirPods silhouette ads or Shot on iPhone campaign). “Just iPad It” could be seen as Apple’s attempt to give the iPad a comparable cultural moment, and if those target demographics respond well, it will be viewed as a clever move to rejuvenate the iPad’s image.

Negative Reactions

• Accusations of Unoriginality: The most immediate critique would likely be that Apple is copying Nike’s homework. Tech bloggers and social media wits might lampoon Apple for lifting another brand’s iconic slogan format. Headlines could read: “Apple’s New Slogan: Just Do It – with an iPad?” Some might see it as beneath Apple to piggyback on Nike’s tagline instead of inventing something “different” (given Apple’s own history with slogans about thinking differently). This could slightly undermine the campaign’s credibility unless Apple winks at the audience and acknowledges the reference in a clever way.
• Tone Mismatch or Cringe: Apple runs the risk that “Just iPad It” comes off as cringey or forced. If the execution lacks authenticity, consumers might feel Apple is trying too hard to be hip. Apple’s brand has been built on slick, elegant messaging; a chant-like slogan could feel out-of-place if not carefully aligned with Apple’s voice. Critics might say the slogan dumbs down Apple’s image or sounds like a generic ad agency idea. The tone would need to be finely calibrated to avoid what one marketing professor called being “tone-deaf” to brand values (a criticism Apple faced with another recent iPad ad, discussed below).
• Backlash from Power Users: Some consumers, especially traditional PC or Mac users, could push back on the notion that an iPad is the answer to everything. The slogan might reignite debates in tech forums about the iPad’s limitations (file system concerns, software pro apps availability, etc.). We’ve seen hints of this sentiment: when Apple’s 2018 iPad Pro ad ended with a child asking “What’s a computer?” (implying the iPad made the concept obsolete), it sparked anger on social media . Viewers found the line smug and premature – many pointed out an iPad is a computer or that Apple was ignoring people’s real computing needs. Twitter reactions ranged from mockery to “unspeakable rage” at the ad’s implication . Similarly, a bold “Just iPad It” claim might be met with skepticism or annoyance from those who feel Apple is overselling. Some might joke, “Sure, Apple, I’ll just iPad my video editing/rendering/coding – oh wait, I can’t!”
• Media Critique – “Nike Did It Better”: Advertising and branding critics might analyze the campaign and conclude that Nike’s original worked because it was authentic to Nike’s mission, whereas Apple’s feels derivative. Nike views “Just Do It” not just as a slogan but a distillation of its identity and invitation to join its ethos . If “Just iPad It” doesn’t ring as true to Apple’s core (innovation, creativity, empowering users), media commentary could be that Apple missed the mark in trying to force a cultural moment. Apple has stumbled in marketing before – for example, its 2024 “Crush” iPad Pro ad (showing a hydraulic press destroying creative tools to demonstrate the iPad’s power) drew substantial backlash for a perceived anti-creativity tone . Experts noted that the spot was a notable departure from Apple’s usually positive, uplifting approach . Apple even issued an apology for that ad, with its marketing VP saying “We missed the mark with this video, and we’re sorry” . While “Just iPad It” is a much more positive pitch than the destructive Crush ad, the lesson is that deviating from what people expect of Apple’s messaging can trigger swift criticism. The media might similarly call out “Just iPad It” as a deviation – hopefully in this case, too trivial or lighthearted to require an apology, but potentially labeled as a rare Apple marketing misstep if people don’t respond well.

In essence, reception would hinge on execution. If Apple cleverly aligns “Just iPad It” with a genuine message about creativity and getting things done, it could be celebrated as fun and effective. If not, it risks a mix of internet mockery and think-pieces questioning Apple’s strategy. Importantly, even negative reactions would keep the slogan in the spotlight, fueling discussion – which, from a brand awareness perspective, is not entirely a bad outcome so long as it doesn’t hurt goodwill in the long term.

Deployment Scenarios for the Slogan

How and where might Apple roll out “Just iPad It”? A slogan’s success often depends on consistent, multi-channel deployment. Here are several hypothetical examples of how Apple could incorporate “Just iPad It” across various media and events:

• Digital Ads (Video & Social Media): Apple could produce a series of short video ads for YouTube, Instagram, and other platforms built around “Just iPad It”. For example, one ad might feature a fast-cut montage: a college student in a cafe suddenly needs to design a flyer – she just iPads it by sketching in Procreate; a musician hears a melody on a bus – he just iPads it by recording a track in GarageBand; a contractor on-site just iPads it by marking up blueprints, etc. Each vignette would show someone overcoming a challenge or seizing a moment with their iPad. The ad could have an energizing music track (in the spirit of Nike’s upbeat, athletic ads), and end with the bold text “Just iPad It.” on screen alongside the Apple logo. On social media, Apple could use the hashtag #JustiPadIt to encourage users to share things they’ve created or done with iPad, amplifying the campaign’s reach and involving the community.
• Print and Outdoor Ads: In print magazines (especially tech, design, or education-focused publications) and on billboards or transit posters, Apple might use a minimalist but striking layout: a high-quality image of an iPad being used in an interesting setting, accompanied by the slogan in Apple’s San Francisco font. For instance, a full-page magazine ad could show a breathtaking photo editing interface on iPad in the middle of a desert (playing off the idea you can create anywhere) with the tagline at the bottom: “Just iPad It.” Apple’s past print ads have been visually bold with very little text, which would suit this slogan well. On a city billboard, Apple could go ultra-minimal: imagine a white background, an image of an iPad with a piece of creative work on its screen, and the words “Just iPad It” in black beneath – the simplicity itself would echo Apple’s classic style, even as the phrasing grabs attention.
• Product Packaging and In-Store Displays: Apple rarely prints slogans on its device packaging (favoring a clean box design), so it’s unlikely “Just iPad It” would appear on the iPad’s box. However, Apple could incorporate the slogan into in-store marketing. The Apple Store might have a dedicated iPad section display with a tagline banner. Picture a tabletop in the store where customers can try iPads; a sign overhead reads: “Whatever you’re into – music, art, coding – Just iPad It.” This would tie the slogan directly to hands-on demos. Additionally, Apple often gives retail employees shirts or badges with product slogans during launches. We could imagine Apple Store employees wearing a subtle pin or lanyard card that says “Just iPad It” during a campaign period, subtly reinforcing the message to visitors. If Apple wanted to be playful, they might even produce limited-edition stickers or merch with the slogan (similar to how “Think Different” appeared on some Apple swag in the past).
• Keynote Events and Presentations: Apple’s launch events and WWDC keynotes present prime opportunities to unveil and cement a new slogan. Apple could introduce “Just iPad It” as the thematic climax of an iPad launch segment. For example, Tim Cook (or another Apple executive) might conclude the introduction of a new iPad model with a slide that simply shows “JUST iPAD IT” in large text as the audience applauds. They might say something like, “This campaign isn’t just about what iPad can do, it’s about what you can do with iPad. Whether you’re sketching your next masterpiece or crunching data for work – whatever you need to get done… Just iPad It.” The phrase could also headline Apple’s press materials and the dedicated video they often play at launches. Imagine a high-production Apple ad film where various creators around the world use the iPad in extraordinary ways (in the rain, upside down on a climbing wall, in a tiny apartment, on a mountaintop) and the film ends with the narrator (perhaps with the classic Apple narrative voice like in “The Crazy Ones” ad) simply saying: “Just iPad It.” Such a debut at a keynote would ensure that the media immediately latches onto the slogan in event coverage, and it would set the tone for all related advertising to follow.

Across all these channels, consistency in presentation would be key. Apple would likely use its clean typography and design so that, even in adopting a new slogan, the look and feel remain unmistakably Apple. The campaign could run for a season or product cycle, and if successful, “Just iPad It” might even become a repeating tagline for iPad in the way “Just Do It” has endured for Nike. Conversely, if reception is lukewarm, Apple might quietly phase it out after the initial push. But given Apple’s broad reach, even a short-lived campaign would leave a mark – people would remember “that time Apple borrowed Nike’s vibe” for years to come.

Comparisons to Similar Slogans in Tech and Advertising

To better understand the role “Just iPad It” might play, it’s useful to compare it to past slogans that have defined brands or products. Below is a comparison of “Just iPad It” (as a hypothetical) with a few iconic slogans from Apple and other companies, highlighting tone, message, and impact:

Slogan	Brand (Year)	Tone & Message	Cultural Impact & Notes
Just Do It	Nike (1988)	Bold, imperative call to action. Encourages immediate action and pushing one’s limits. Highly motivational and inclusive – implies anyone can achieve greatness by simply starting .	Tremendous global impact – became a universal mantra beyond sports. Still used after 35+ years, symbolizing empowerment and perseverance. Part of everyday language, from sports to business, often quoted as advice . Nike treats it not just as a slogan but as a core philosophy of the brand .
Think Different	Apple (1997)	Inspirational, aspirational tone. Invites people to be creative, rebellious, and innovative. Celebrates nonconformity and “the crazy ones” who change the world.	Highly iconic in tech and advertising . Helped redefine Apple’s image during its late-90s turnaround, aligning the brand with creativity and genius. Often referenced alongside “Just Do It” as one of the great ad slogans . Became synonymous with Apple’s identity as an innovator and remains part of its legacy, though not used in current marketing.
There’s an app for that.	Apple – App Store (2009)	Playful, clever tone. Implies that for any problem or task, some iPhone app can solve it. Emphasizes the vast app ecosystem rather than a single product.	Culturally significant – the phrase quickly entered pop culture as a humorous catchphrase for technological ubiquity. People began saying “There’s an app for that” as a punchline for all sorts of situations. It showcased Apple’s App Store leadership and was widely parodied and referenced (even by Apple itself in later keynotes).
Got Milk?	California Milk Processor Board (1993)	Casual, conversational question. Implies a deficiency (“you need milk”) in a humorous, relatable way. Invokes everyday scenarios where milk is missed.	An extremely memorable ad campaign that transcended its original context. “Got Milk?” became a snowclone format – many other campaigns and jokes copied the structure (“Got [X]?”). Though not tech-related, it’s an example of a slogan that became part of the cultural lexicon, similar to how “Just iPad It” riffs on “Just Do It”. Shows how a simple phrase can gain widespread recognition and mimicry.
What’s a computer?	Apple – iPad Pro (2018 ad)	Provocative, bold question. Suggests the iPad Pro is so advanced that the old notion of a “computer” is irrelevant. Tone is curious (from a child’s mouth in the ad) yet implicitly daring/triumphant.	Mixed reception – the ad drew attention and discussion, but also notable backlash . Many found it pretentious or premature, leading to debate on whether iPad can truly replace PCs. This line shows Apple’s willingness to spark conversation, but also illustrates the risk of consumer pushback when challenging conventions too directly. It became famous – or infamous – in tech circles, illustrating how far Apple might go in messaging iPad’s role.

Table: Comparing “Just iPad It” with iconic slogans. “Just iPad It” would borrow Nike’s imperative style applied to Apple’s iPad, aiming for a blend of the motivational tone of “Just Do It” and the innovative spirit of Apple’s own past taglines.

As seen above, “Just iPad It” shares DNA with these slogans but also has distinct differences. It carries Nike’s brevity and punch, Apple’s product-centric focus, and a bit of the playful hyperbole of “What’s a computer?” or “There’s an app for that.” The success of those campaigns often lay in authenticity and timing: “Think Different” worked because it truly reflected Apple’s ethos under Steve Jobs , and “Just Do It” endures because it perfectly captures Nike’s brand mission . For “Just iPad It” to join the ranks of such slogans, it would need to resonate as an authentic extension of what the iPad stands for in 2025 and beyond – namely, personal creative empowerment and flexibility.

Conclusion

Imagining Apple launching a “Just iPad It” campaign reveals a bold intersection of marketing strategies: the fusion of Apple’s product excellence with Nike’s cultural swagger. Such a slogan would signal that Apple wants the iPad to be seen not just as a tablet, but as a movement – the tool that empowers you to stop hesitating and start creating or doing, wherever you are. The potential messaging is energetic and empowering, positioning the iPad as the answer to countless needs with the simple mantra: grab it and go, just do it on the iPad. This contrasts with Apple’s customary refined minimalism, representing a calculated risk to shake up the conversation around iPad.

Comparing “Just iPad It” to Nike’s “Just Do It” highlights the power of a well-crafted imperative slogan – it can transcend advertising to become a cultural symbol. While Apple’s variant might not achieve the universal scope of Nike’s motto, it could strengthen the iPad’s identity by borrowing that can-do spirit. The campaign’s tone would need careful calibration to remain true to Apple’s brand (innovative, creative, user-focused) and avoid pitfalls of seeming derivative or tone-deaf. Past Apple slogans and campaigns show the rewards of bold messaging (Think Different changed perceptions and became legend) as well as the risks (the “What’s a computer?” ad and “Crush” video taught Apple that messages can misfire if consumers aren’t ready to buy in).

In the eyes of consumers and media, “Just iPad It” could be either a refreshing rallying cry or an easy target for jokes – likely, it would be a bit of both. Importantly, it would get people talking about the iPad, re-evaluating what it can do. In marketing, sparking conversation is half the battle. If more people start considering their iPad for tasks they hadn’t before – or start affectionately using the phrase when they do – the campaign would have succeeded in shifting perception.

Ultimately, a “Just iPad It” campaign would underscore Apple’s confidence in the iPad as a platform. It says: don’t overthink it, don’t reach for your laptop or pen and paper – the iPad is all you need. This message, delivered in a culturally resonant way, could reinvigorate the iPad’s role in Apple’s lineup and users’ lives. And even if it ruffles some feathers, it’s a daring marketing move that aligns with Apple’s history of challenging the status quo. In the spirit of the slogan, Apple would essentially be telling itself and its audience: when it comes to bold marketing… just iPad it.

Sources:

• Big Bang Copy – Brand Tone of Voice Examples (Apple vs Nike) 
• Creative Review – History of Nike’s “Just Do It” Slogan 
• Business Model Analyst – Apple Marketing Strategy & “Think Different” 
• Medium (Judah) – Apple’s “Think Different” vs Nike’s slogan memorability 
• TIME – Reactions to Apple’s “What’s a Computer?” iPad ad 
• CBS/AP News – Apple apologizes for controversial iPad “Crush” ad (marketing experts’ commentary)