Renowned primatologist and conservationist Dr. Jane Goodall, who passed away on October 1, 2025, has posthumously lent her voice to Apple’s latest Mac campaign, Great Ideas Start on Mac. This initiative pays homage to creativity and innovation, echoing the spirit of Apple’s iconic Think Different campaign from the late 1990s, in which Dr. Goodall was also featured.
The Great Ideas Start on Mac advertisement is a minute-long visual journey that begins with a close-up of a blinking cursor on a MacBook, symbolizing the inception of groundbreaking ideas. As the scene unfolds, viewers are introduced to various professionals, including ocean engineer Bruce Strickrott and Alice Wong from the Disability Visibility Project, showcasing the Mac’s role in diverse creative and scientific endeavors.
Dr. Goodall’s narration underscores the transformative power of ideas: 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 a simple question, ‘What do you see?’
Directed by Mike Mills with a musical score by Emile Mosseri, the campaign aims to inspire users by highlighting the Mac’s integral role in the creative process. Tor Myhren, Apple’s Vice President of Marketing Communications, emphasized this vision, stating, This campaign celebrates the hardest and most mysterious part of a great idea—its origin: how something is created out of nothing, from a blank canvas. It’s remarkable how many of the world’s great ideas started on a Mac.
Dr. Goodall’s association with Apple dates back to the Think Different campaign, where her image was featured alongside other luminaries. Rob Siltanen and Ken Segall, the creative minds behind the campaign, recounted how Apple chose her and how she gave her permission. Steve [Jobs] was truly honored that Jane had consented to the use of her image, Segall noted. The campaign was dear to his heart, and he so admired Jane’s lifelong work. Instead of monetary compensation, Apple donated computers to charities and organizations designated by the campaign’s participants.
Beyond advertising, Dr. Goodall’s collaboration with Apple extended to educational initiatives. In 2021, Apple TV+ announced Jane, a children’s series inspired by her life and work. The show follows a young environmentalist, Jane Garcia, on missions to protect endangered animals, blending live-action and CGI elements to engage a younger audience. Dr. Goodall expressed her enthusiasm for the project, stating, I’m excited about this opportunity and relationship with Apple and Sinking Ship. The program ‘Jane’ spreads a message of hope and reminds children that the environment is something that we all have to be concerned about while also inspiring them and their parents to make a difference.
Apple’s commitment to environmental conservation aligns with Dr. Goodall’s lifelong mission. In September 2025, Apple invested in the restoration and sustainable management of California’s redwood forests through its Restore Fund initiative. Lisa Jackson, Apple’s Vice President of Environment, Policy, and Social Initiatives, highlighted the importance of such efforts: We’re thrilled to help protect California’s iconic coastal redwoods as part of our growing Restore Fund initiative. Forests are one of the most powerful technologies we have for removing carbon from the atmosphere.
Dr. Goodall’s enduring legacy is characterized by her unwavering dedication to understanding and preserving the natural world. Her final collaboration with Apple serves as a poignant reminder of the impact one individual can have on global conservation efforts and the power of technology to amplify that influence.
