Although Apple no longer says, “Think different,” the deliberately ungrammatical slogan is an important part of the company’s history. It created the image of rebelliousness and creativity that still define Apple today.
History of Apple
Although Apple no longer uses the “Think Different” slogan, the deliberately ungrammatical phrase remains an essential part of the company’s history. The Think Different trademark helped establish Apple’s image as a creative and rebellious company, a reputation it continues to build upon today.
History of Apple
Steve Jobs and Steve Wozniak founded Apple Inc. on April 1, 1976, with the vision of creating Apple products that were accessible and revolutionary. Their focus was on making computers such as the Macintosh that were intuitive, easy to use, and small enough for home use.
Apple began in Jobs’ family garage, where the pair developed the Apple 1. By 1977, the company introduced the Apple 2, a groundbreaking computer. By 1978, annual sales exceeded $100 million. In 1980, Apple filed for an IPO, marking its entry into the public sphere.
Famous Ad Campaigns and Slogans
Apple has launched numerous notable advertising campaigns that reflect its creative ethos. The 1984 Super Bowl ad directed by Ridley Scott portrayed Apple as the liberator of innovation in a world dominated by conformity.
Apple’s advertising often positioned the company as an underdog. The slogan “The power to be your best” in 1986 highlighted the advantages of using Apple’s products. Another ad campaign in 1994 humorously compared traditional PCs with the sleek, modern Macintosh.
However, none of these campaigns achieved the global recognition of the Think Different advertising campaign, which introduced the world to the now-iconic Think Different slogan.
How It Happened
By 1997, Apple faced declining sales and a need to redefine its image. In response, Steve Jobs worked with the advertising agency Chiat/Day to craft a campaign that would stand out.
The idea for “Think Different” came from copywriter Craig Tanimoto, who believed the phrase encapsulated Apple’s innovative and unconventional spirit. Drawing inspiration from IBM’s ThinkPad slogan, Tanimoto developed “Think Different” to emphasize Apple’s distinctiveness.
The campaign’s success was largely due to its focus on some of the greatest innovators in human history, such as Albert Einstein, Martin Luther King Jr., and Muhammad Ali. It was a bold and memorable way to reposition Apple as a leader in intellectual property and creativity.
Reclaiming Its Position
The Think Different advertising campaign featured striking black-and-white visuals. It avoided mentioning Apple directly until the end, focusing instead on celebrating “rebels” and “misfits” who dared to challenge the status quo.
Famous figures like Amelia Earhart, Gandhi, and Jim Henson were featured in the ads. The campaign ended with the words “Think Different”, paired with Apple’s bitten apple logo, a subtle yet powerful branding strategy.
Steve Jobs later credited the campaign with helping Apple reclaim its position as a leader in innovation. The campaign ran until 2002, becoming one of the most celebrated in advertising history.
Think Lawsuits
Although Apple stopped using the “Think Different slogan” in 2002, it renewed the Think Different trademark in 2016. Legal disputes soon followed, particularly with Swatch AG, a Swiss watchmaker.
In 2019, Apple filed lawsuits against Swatch to stop it from using the slogan “Tick Different” in its advertisements. Apple argued that the slogan infringed on Apple’s trademark, but courts sided with Swatch, citing a lack of consumer confusion.
Apple also challenged Swatch’s use of the phrase “One more thing”, famously used by Steve Jobs during product launches. However, Apple failed to prove its claims, as the phrase was not formally trademarked.
These cases highlight the complexities of trademark use and the challenges of protecting iconic phrases like “Think Different.”
Other Trademark Battles
Apple has faced multiple trademark infringement cases globally. One notable example involves Italian designers Vincenzo and Giacomo Barbato, who registered the trademark for “Steve Jobs” in 2012. Despite Apple’s objections, the European Union Intellectual Property Office (EUIPO) ruled in favor of the designers, allowing them to retain the trademark.
Another long-standing dispute was with Apple Corps, the Beatles’ music label. The battle over the apple logo lasted nearly 30 years, involving multiple lawsuits and settlements. Ultimately, Apple Inc. obtained rights to all Apple-related trademarks and licensed them back to Apple Corps for music-related uses.
Genuine Use and the European Union
Apple’s Think Different trademark has also faced challenges in the European Union due to the EUIPO’s requirement of genuine use. According to EU regulations, a trademark must be actively used in connection with products or services within five years of registration.
In a 2022 case, Apple’s trademark rights were called into question due to allegations of a lack of genuine use during a specified uninterrupted period of five years. The Cancellation Division of the European Union assessed whether the term “Think Different” was sufficiently utilized to retain its registration.
Suing Small Businesses
In addition to battles with large corporations, Apple has taken action against small businesses. In 2019, Apple sued Prepear, a food preparation company, over its pear-shaped logo. Although Prepear did not compete with Apple products, the case drew criticism for what some called Apple’s bullying of smaller entities.
The case, like others, demonstrates Apple’s aggressive stance on protecting its intellectual property and trademark applications.
Future Thinking
The Think Different slogan remains one of the most famous Apple campaigns, symbolizing innovation and individuality. While Apple’s legal efforts to protect its trademarks have faced setbacks, the company continues to champion its creative ethos.
By combining visionary advertising with groundbreaking technology, Apple has built an enduring legacy. The success of the Think Different advertising campaign stands as a testament to the power of storytelling in branding and the importance of safeguarding intellectual property in an increasingly competitive market.
