Apple has launched a touching new campaign titled “Great Ideas Start on Mac,” featuring the voice of Jane Goodall, the world-renowned primatologist and conservationist. The ad stands as one of her final projects before her passing on October 1, 2025. It celebrates her lifelong dedication to curiosity, creativity, and the power of ideas.
Goodall, who worked with Apple during its “Think Different” campaign in the 1990s, returns as the narrator in this moving new ad. Her calm and familiar voice guides viewers through a reflection on imagination and discovery. The ad begins with a blinking cursor on a MacBook screen—a simple but powerful symbol of ideas waiting to be born.
A Message About Inspiration
In the ad, Goodall says: “Every story you love. Every invention that moves you. Every idea you wished was yours. All began as nothing—just a flicker on a screen asking, ‘What do you see?’”
The short film shows real artists, scientists, and advocates at work. Directed by Mike Mills with music by Emile Mosseri, it features figures like ocean engineer Bruce Strickrott and disability rights activist Alice Wong.
Each scene captures raw moments of creation—cluttered desks, brainstorming sessions, and quiet focus. Together, they remind viewers that creativity often begins with a spark, not perfection.
Continuing the “Think Different” Legacy
Apple’s Tor Myhren, VP of Marketing Communications, described the campaign as a tribute to “the most mysterious part of every great idea—its beginning.” He said Apple wanted to celebrate people who bring imagination to life, much like Goodall did throughout her career.
The ad also connects back to Apple’s “Think Different” legacy. In that campaign, Goodall appeared on one of its iconic posters. Steve Jobs admired her deeply and supported her foundations through donations rather than payment.
A Legacy That Lives On
By featuring Goodall’s voice, Apple connects past innovation with modern creativity. The ad reminds viewers that every great idea starts small—with curiosity, courage, and a blank screen on a Mac.
