Apple to resurrect 'Think Different' campaign for tablet?

Seth Weintraub
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December 09, 2009
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We have noted that the new  21.5 and 27-inch iMac packaging has the "Macintosh. Think Different' moniker inside it, below the specifications.  In previous Macintosh packaging, Apple's website URL is printed below the specifications list.

Today we find out, that on December 8, 2009, the US Patent & Trademark Office published Apple's new trademark application for Think Different under application 77882684.

Apple's application makes note that Think Different was used as early as September 28, 1997. In 1997 there wasn't an iPod and this may be one of the main reasons for Apple's new trademark application for Think Different. However, Apple's International Classification 009 now covers the iPod under MP3 audio players in addition to generically covering "Portable and handheld digital electronic devices" so as to cover any future tablet Apple may be contemplating in the future. Is Apple gearing up for something?

Our moles at TBWA Chiat's MediaArtsLab have confirmed that there has been lots of 'Think Different' talk lately but nothing specific has been fully developed.

Oh, and of course the Text Edit icon in Snow Leopard contains the words from those very famous "Crazy Ones" commercials.

 

Comments (15)

9to5Mac Noob (not verified) | December 09, 2009 - 7:45am

I love the "Think Different"  slogan!

Bryan Martin (not verified) | December 09, 2009 - 8:02am

Me too!

9to5Mac Noob (not verified) | December 09, 2009 - 8:03am

Cute slogan, but totally illogical.

9to5Mac Noob (not verified) | December 09, 2009 - 2:01pm

It's always been easy to be logical in computing. The point of Think Different is "here is a computer that is so sophisticated it can do illogical things" not the same old stuff. You can paint or write poetry with it, not just data entry and accounting.

It also weeds out bozos. People who can't understand that "Think Different" is poetry where you have no grammar rules at all are turned off by it and use another platform so they don't get a chance to spoil the Mac.

Aristan (not verified) | December 09, 2009 - 6:41pm

The Apple "Think Different" slogan is a play on the IBM slogan: "Think". Apple used it to show their computers were different than the IBM clones and weren't merely computers for business or crunching numbers.

NickVonMarter (not verified) | December 09, 2009 - 8:12am

the text edit icon is old..

FanOfLiberty (not verified) | December 09, 2009 - 12:05pm

Our hatred of things that are old is continually astonishing to me.

Luis Alejandro Masanti (not verified) | December 09, 2009 - 8:27am

quote:

"Oh, and of course the Text Edit icon in Snow Leopard contains the words from those very famous "Crazy Ones" commercials."

I never realized about that. That's really "Crazy"! But also, it points out to a clever "attention to the details" in [almost] every Apple activity.

 

quote:

"Cute slogan, but totally illogical."

Of course! If you think normally, it is "totally illogical."


9to5Mac Noob (not verified) | December 09, 2009 - 10:17pm

Thinking normally is thinking logically, that's why we have brains and the sense to use them. If you prefer abnormality to logical, be my guest.

9to5Mac Noob (not verified) | December 09, 2009 - 8:28am

To retain trademark rights you must actually use the trademark phrase. Hiding it iside packaging is probably just an attempt by Apple to prove they still use it, but doing it in a very unobtrusive way. I don't think it's any nore than just that.

Apple Jedi (not verified) | December 09, 2009 - 12:53pm

Where exactly is the "Think Different" printed on the box? Can anyone confirm that they have it on their box?

9to5Mac Noob (not verified) | December 09, 2009 - 2:46pm

its on the top of the iMac box. i have it on my new 27 inch iMac. 

9to5Mac Noob (not verified) | December 09, 2009 - 6:01pm

Macintosh   Think Different.

 

Microsoft   Stink Different.

9to5Mac Noob (not verified) | December 10, 2009 - 5:51am

Muchu fedt!!!!!!!! :D

iWill (not verified) | December 10, 2009 - 12:44pm

I got the Mac Box Set with Snow Leopard in September. On the bottom, beside 'www.apple.com' is 'Think Different'.

I, too, love the phrase. When it was used first, there was an outcry over Apple's use of incorrect grammar. I believe it was mostly from those who failed to understand the poetry of the simple phrase.