H καμπάνια εικάζεται ότι θα χρησιμοποιηθεί για την προώθηση του πολυαναμενόμενου Apple tablet. To patentlyapple.com αναφέρει χαρακτηριστικά:
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?
Aρχικά, η διαφημιστική καμπάνια “Think Different” είχε προβληθεί το 1997 και θεωρείται κορυφαία στο είδος της. Απεικονίζει πολλές διάσημες προσωπικότητες που άλλαξαν το κόσμο με το δικό τους τρόπο ενώ απαγγέλεται το εξής κείμενο:
Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.
http://www.youtube.com/watch?v=WyGT2F74p_A
Οι χρήστες mac ίσως δεν γνωρίζουν ότι στο εικονίδιο της εφαρμογής TextEdit υπάρχει γραμμένο πάνω το κείμενο της διαφήμισης “Think Different”
[via 9to5Mac, iClarified]