It seems to me that the Macintosh was always based on Apple's claim that there 'are' alternatives to PC systems. Therefore, their marketing usage of "Think Different" stems from the idea that a computer user does not have to be the same as everyone else. Its OK that you use a Mac and your friend uses a PC. Why? Because you freely chose not to go along with the crowd because perhaps you saw something worthwile in the Mac and its OS. If Apple plays up that aspect, well, that's their perogative since it is just an extension of the original Mac marketing scheme.
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It seems to me that the Macintosh was always based on Apple's claim that there 'are' alternatives to PC systems. Therefore, their marketing usage of "Think Different" stems from the idea that a computer user does not have to be the same as everyone else. Its OK that you use a Mac and your friend uses a PC. Why? Because you freely chose not to go along with the crowd because perhaps you saw something worthwile in the Mac and its OS. If Apple plays up that aspect, well, that's their perogative since it is just an extension of the original Mac marketing scheme.