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.


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Seth Weintraub

Publisher and Editorial Director of the 9to5/Electrek sites.

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