Apple expands 'Think Different' trademark to cover Apple Watch, Siri, and more

Apple has updated and expanded its "Think Different" trademark in Europe, with the famous slogan now covering an increasing number of products. While it's been a very long time since Apple utilized the phrase in an official capacity, updating its trademark keeps competitors from using it. The trademark now has new international classes, including the Apple Watch, Siri, iPad, and more.

From Patently Apple:

Apple's International Classes for 'Think Different' have greatly expanded from one class to eight. The classes now cover Apple Watch (Horological and chronometric instruments; watches), Apple Pay (financial services); Apple Pencil, iPad, (computers, stylus), games, business management, subscription services, telecommunications, broadcasting, music, television, educational services and Siri (maintenance of proprietary computer software in the field of natural language, speech, speaker, language, voice recognition, and voice-print recognition).

This is Apple's first update of the trademark since 2009, when it added the iPod to its classes.

"Think Different" was first used in 1997, following the return of Apple co-found Steve Jobs to the company. It started with a one-minute ad, which you can see below, narrated by Richard Dreyfuss, though Apple also recorded the same voice-over with Jobs.

Joseph Keller

Joseph Keller is the former Editor in Chief of iMore. An Apple user for almost 20 years, he spends his time learning the ins and outs of iOS and macOS, always finding ways of getting the most out of his iPhone, iPad, Apple Watch, and Mac.