Taking a hammer to Apple might just set it free

Taking a hammer to Apple might just set it free

Apple can no longer play the underdog, as it did in its seminal Super Bowl ad in 1984. It must find the courage to break out of its own dull conformity

It’s Super Bowl Sunday, and just over 35 years since Apple delivered the most effective ad in history. Simply titled 1984, it starred Anya Major as a woman running with a hammer through a dystopian scene, with Big Brother on a screen addressing an audience devoid of emotion. She hurled the hammer at the screen, causing it to explode, which was followed by a plug for the then brand new Macintosh computer.

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