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Apple's 'Think Different' ad man on the company today, the iMac and Samsung ads

Ken Segall tells CNET how Steve Jobs wanted to call the iconic computer the "Mac Man".

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Ken Segall worked alongside Apple co-founder Steve Jobs for 12 years and dreamed up some of the company's most iconic ads, including the famous "Think Different" campaign, as Apple fought its way back from near financial ruin.

"I always stress to people that we didn't know that Apple could possibly succeed in those days," Segall told CNET. "It was near bankruptcy. You loved Steve Jobs and had faith in him, but you didn't know. I didn't invest my own money in Apple. People ask me why I didn't today because I could have been quite wealthy!"

In the video above, Segall, who wrote the new book "Think Simple: How Smart Leaders Defeat Complexity", also opines on Apple today.

"Simplicity is always part of the conversation. But I think one has to be objective, even if you're a fanboy such as myself, all is not totally well in the world of Apple," he said. "The values are there, but there are some issues in the execution."

Correction, 9:45 a.m. PT: An earlier version of this story had an incorrect title for Segall's new book.