updated 01:25 pm EST, Wed December 9, 2009
Company looking to revive old marketing?
The US Patent and Trademark Office has published a new Apple trademark application, covering the company's "Think Different" marketing slogan. Originally introduced in 1997, the slogan formed the heart of a campaign tying Apple to current and historical celebrities, such as Albert Einstein, Bob Dylan, John Lennon, Mahatma Gandhi and Pablo Picasso. It fell into disuse starting in 2002, as the company began pushing a "Switch" campaign and later its "Get a Mac" ads.
It is uncertain why Apple would apply for a new trademark, though 2009 iMac packaging is said to use the slogan on specification sheets. The company could be looking to simply maintain the trademark, preventing it from being used by others. It now covers "portable and handheld digital electronic devices" however, which could allow Apple to apply the marketing to iPods, iPhones and an upcoming tablet.