Although it’s certainly an iconic advertising slogan, I’ve always felt Apple was wise to leave “Think Different” behind as a manta for their Macs.
Poor grammar aside, the slogan is more suited to a small, sprightly underdog weakly jabbing away at a juggernaut, which Apple certainly was back in 1997, but is much less so today. As a slogan, it also has too much of the tell-tale whiff of smugness about it, a problem Apple’s advertising has wrestled with for most of the last decade. “Get a Mac” is better: it’s strong, it’s simple and it is assertive, not self-satisfied.
Still, maybe the old slogan could work in a new context: Apple has applied for a new trademark for “Think Different”…. and it may imply that the vintage slogan will be used to advertise the forthcoming Apple Tablet.
According to application 77882684 filed with the US Patent & Trademark Office, Apple’s International Classification 009 now covers the iPod under MP3 audio players, in addition to generic blanket coverage of “portable and handheld digital electronic devices.”
My guess is that Apple’s just protecting their existing trademark by renewing it, but “Think Different” would certainly be a better slogan for the Apple Tablet than a Mac desktop or notebook: it is, after all, a very different sort of device than anything most consumers are currently familiar with.