Think different. A simple, yet memorable slogan, of one of the biggest companies in the world. Apple is now more like a lifestyle, than a producer. In what way, is anyone thinking different if they have anything to do with them?
Are consumers that buy their products different? And from who? From others, with the same things? Are their “inventions” making them different? Different from those that have implemented these “new” technologies years before them? Is the production process different? Are they not using cheap labor and rare (yet cheap) resources to increase their revenue? Let’s not kid ourselves. Nothing about Apple is different. They are literally the same as anyone and everyone else.
A great show of hypocrisy and the two faced way of a big company. And don’t think Apple is alone there. Oh no, every company in every industry is doing it. Because money sings, because selfishness, greed and envy are the motors of capitalistic success. Take Volkswagen as a different example.
But let’s look away from that, for now. Why is the slogan “Think different.” so great? I believe that the answer resides in the conflict of collective and an individual. People, while their strength resides in collectivity, all want to be different, be the ones, as the add said, that change things, the ones that push the human race forward. This is a clear bet on everyone’s self-image. Who wouldn’t like to be remembered.
There are people who, out of desperate fear of becoming like someone else, kill themselves as did Kurt Cobain. Some hate the idea of having even just a same name. And so they name their children all kinds of idiotic ways. And I believe, that the more we try to be different, to act different, the more we are becoming the same. Because isn’t wanting the same essentially being the same? I wish, people were thinking. Not different. Just thinking. Because when you really think, you are never the same as anyone.
And when you think, you might find yourself thinking about the bullshit you consume every day.