Apple has updated its "Think Different" trademark in a new European Patent and Trademark Office filing, covering it for use across the company's growing line of products.

The filing expands the International Classes to which the trademark can be applied from one to eight. Those classes now cover Apple Watch, Apple Pay, Apple Pencil, iPad, games, business management, subscription services, telecommunications, broadcasting, music, television, educational services, and Siri.

Think Different
Originally filed on February 24, the update is the first time Apple has amended the trademark since 2009, when the iPod was added to its classes, reports Patently Apple.

The slogan first appeared in Apple's 1997 "Think Different" ad campaign, marking Steve Jobs' return to the company after leaving in 1985. The trademark, widely assumed to be a response to IBM's motto "Think", continued to feature in Apple TV and print ads up to the launch of the iMac G4 in 2002, but has not appeared since.


It remains to be seen whether the filing marks a return of the slogan's use in future Apple ad campaigns, or is simply a preventative measure to stop other companies adopting the phrase.

Top Rated Comments

smacrumon Avatar
81 months ago
Unfortunately Apple has its current thinking set at "very same". It’s very apparent Apple’s current strategy is to go for the $, but its trajectory is completely off in terms of great products. If 5SE is really a serious product name and protruding camera lenses continue alongside visible antenna bands and differentiated models-- investors dump your stocks. Apple needs to get back to pure simplicity. The product line up is becoming bloated and worst of all, confusing. The designs look average and the result of compromises. Apple needs to trash its Beats branding-- they’re just not "Apple" quality. These two ads from 2007 and 2008 highlight thinking different with the simplicity and purity of the product design offered and the way in which each product was marketed in a clever fashion. They also communicate the clarity of the Apple brand at the time.
Solar:

Envelope:
Score: 16 Votes (Like | Disagree)
Mums Avatar
81 months ago
Too late Apple. Until you think differently again.
Score: 8 Votes (Like | Disagree)
Porco Avatar
81 months ago
Are we sure they didn't mean to trademark 'Thin different' this time? ;)
Score: 7 Votes (Like | Disagree)
pat500000 Avatar
81 months ago
"Think money."
Score: 6 Votes (Like | Disagree)
Bubba Satori Avatar
81 months ago
I'm going to pass on this one.
It's just too easy and kind of sad.
Score: 6 Votes (Like | Disagree)
xbjllb Avatar
81 months ago
This was quite true and effective back in the day when they were a personal computer company with a minority market share.

Now that they are a ubiquitous disposable mobile device maker, it seems a bit incongruous and disingenuous. But probably designed to play on the fight with the powers that be over security vs. privacy.

Apple might do well to study the failure of Columbia Records PR campaign to establish itself as an "anti-establishment" "rock" label in the late 60's early 70's. I'm sure Jobs was familiar with the notable failure, even Rolling Stone laughed at them as they took their ad money.

Why it's occasionally beneficial to keep old people around.

:apple:
Score: 6 Votes (Like | Disagree)

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