While Apple’s “Think Different” tagline hasn’t been used in advertising since 2002, the Apple continues to protect its trademark on the tagline. The Cupertino firm updated the trademark on the phrase in a new European Patent and Trademark Office filing, covering it for use across a number of new products.
The classes now cover Apple Watch, Apple Pay, Apple Pencil, iPad, games, business management, subscription services, telecommunications, broadcasting, music, television, educational services, and Siri.
The update for the trademark – which first debuted in Apple’s 1997 “Think Different” campaign – was filed on February 24, and marks the first time Apple has updated the trademark since 2009, when it added iPod to the list. (Patently Apple.)
MacRumors notes that the trademark is widely believed to be a response to IBM’s motto, “Think.” The trademark was featured in Apple television and print ads up to the launch of the iMac G4 in 2002, but has not been seen in Apple advertising since then.