Patently Apple is reporting on a new trademark application from Apple filed at the end of November. The patent aims to expand the reach of the “Think Different” ad campaign (which ran from 1997-2002) to cover music devices and other Apple products. Presumably this trademark expansion could cover the mythical Apple tablet.
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?
Additionally, 9 to 5 Mac points out that Apple’s 21.5 and 27-inch iMacs have the “Think Different” phrase printed on the packaging. This may not indicate a reemergence of the phrase in an ad campaign, as much as it is to show continued use of the slogan to support Apple’s patent renewal applications.
I suspect Apple isn’t going to backtrack and reuse the ad campaign. That’s not their style, but this development is intriguing at least.
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