More than a slogan
The Year was 1997
After having been ousted by Apple's board in 1985, Steve Jobs famously returns 11 years later, and within 8 months, in 1997, announces a new marketing campaign, one that would end up surpassing their highly-acclaimed "1984" SuperBowl ad, revive the company, and become their slogan until 2002 — "Think different." But has Apple really "Thought different" since then?
~30
"Think
common."
Fast Forward to Today
Nearly 30 years later and we've seen a common thread in Apple's "thinking" — control the user experience, force market segmentation (and product obselesence), and neglect the "crazy ones" they claim to admire. At this point, the only way they could truly "Think different" is by admitting "misfits" wouldn't use Apple products to achieve their goals, at least, not as intended. All the major tech manufacturers, not just Apple, pander to the "lowest common consumer," but Apple's the only one pretending they don't.
The Era of the Superuser
If Apple were actually for today's "rebels," they'd understand a new era dawned a decade ago, one in which the average consumer is now a "Superuser," and the "Superusers" are "Super Superusers." No matter whether they're solopreneurs, inspired to take the entrepreneurial leap from their garage, or employees wearing multiple hats in a coporaton, today's average users need all possible tools readily accessible, reliably, and indefinitely . . . not ridiculous market segmentation propped up by the FCC.
A Call to Action
At it's most basic level, the "Think quadratic." ethos is just about hobbying, but on a grander scale, it's about actually achieving what Apple feined to champion back in 1997. As of now, quadruple-booting an Intel-Mac and using it as your sole productivity tool (thereby consolidating vertical and horizontal tech market segmentations as much as possible), is the best way to accomplish this. But with the 2020 MacBook Pro, that's at least 10 years of doing what Apple couldn't, or wouldn't, and why not see just how far we can take this?
10+
Serious
Productivity
