What was the last computer company to advertise via fashion houses and magazines like Vogue? That certainly is thinking different.
Hell, Google & Co. have been in the playground for a while. Apple doubled that playground overnight. They most certainly are 'thinking different'.
And? That is what makes America great and one of the if not the greatest society the planet has ever seen. (spoken like someone who has been brainwashed by class-envy)
Since you decided to it would be ok to "attack" me personally, then I guess I can do the same.
First, I was under the impression that the "think different" motto was based on a certain philosophy of how the company should be viewed by the public. Apple has always prided itself on being both a tech company and aligning itself with the views/values of the liberal arts/humanities. I believe that's how Steve Jobs, one of the founders of the company, always described it. So I always viewed Apple as trying to purposely not align itself with mainstream culture that fixated on gold watches, sparkly hats, or shoes with lights in them. It was about creating well built products that people would want to buy for their family and friends. They were expensive, but practical, because they were of the highest build quality, lasted a long time, and had a high re-sell value. There has clearly been a shift, I think. Now we have plastic iPhones, gold iPhones, computers, watches, and advertisements in fashion magazines whose products are only worn by the very wealthy. The Genius Bar is being changed, I think, to something more "mainstream," i.e. more commercial, less techy. The marketing of the watch product is not about its function, but the look, whose wearing them, and a persons "status" based on which model they purchase.
So no, it's not just about "thinking different" as to what the rest of the market is doing. I always thought "think different" was more of a motto the company strived to achieve based on the underlying values of the phrase.
In regards to the "money" part and the rant about living in great socities, yay capitalism, all of that.. Totally agree. Apple should be pursuing opportunities to make more money. But they should not be pursuing avenues strictly for short term gain and potentially sacrificing, in the end, everything the company stood for from the very beginning. To do so could in the long term be potentially damaging, by lowering the value of the brand and turning it into every other corporation that chases the all mighty dollar as quickly as possible. In Apple's unique situation, sticking to what has gotten them to this point just seems like the better approach. I don't think it's wise to potentially alienate their loyal customer base by releasing unfinished products, and chasing after the select few who would be influenced into purchasing an unfinished product by seeing certain "celebrities" wearing it. I always thought one of the main purposes of the watch was meant to be centered around health, anyways? Yet, we see no testimonials from doctors, no pictures of doctors wearing the device, nothing. All we see are celebrities who provide relatively nothing of value to society, and are the elites. /RantOver.
Perhaps I just tend to think about things a little deeper than you do, though, so maybe that's where the difference of opinion lies.