Apple marwalba waa la ogaa, ugu yaraan waagii hore, abuurista xoogaa cololeyaal xayeysiis casri ah oo runtii lahaa saameynta la rabay, in aysan ahayn cid kale oo aan ahayn in dareenka la soo jiito oo laga soo dhex muuqdo tartamayaasha suurtagalka ah. Kuwo badan ayaa ah shirkadaha isku dayay inay ku daydaan xayeysiintooda, laakiin sidoo kale waxay isku dayeen inay adeegsadaan hal ku dhig la mid ah kan ay adeegsatay Apple intii ay jirtay. Markii ugu dambeysay ee sidaas sameyso waxay ahayd shirkadda daawashada ee Swatch. Apple waxay dacwad ka gudbisay maxkamada Switzerland si ay u adeegsato halkudhigga ay isticmaaleyso shirkada "Tick Different", halkudhigan oo aan shaki kujirin ololaha shirkada ku saleysan Cupertino ee 90-meeyadii fikir kaladuwan.
Cabashada waxaa usbuucii la soo dhaafay u gudbiyay maxkamada heshiisiinta Switzerland wakiilada sharciga ah ee shirkada Apple Lenz / Staehelin ee wadanka ku sugan, marka lagu daro inay foom kale oo cabasho ah ka xareeyeen Machadka Switzerland ee Aqoonta Cilmiga. Swatch waxay adeegsatay halkudhigga "Tick Different" ee saacadeeda cusub ee Bellamy ee isku dhafan NFC chip inaad awood u yeelatid inaad lacag ku bixiso qalabka. Sida aan ka akhrisan karno bogga Watson, si Apple ugu guuleysto sheegashadan ka dhanka ah shirkadda Switzerland, silsiladda ereyada waa inay ku xirnaadaan macaamiisha leh alaabada Apple ugu yaraan 50%.
Madaxa fulinta Swatch Nick Hayek ayaa leh ma isku dayayo inuu helo caan mahadnaq shirkadda Mareykanka. Intaas waxaa sii dheer, waxay xaqiijineysaa in halkudhigga Tick Different uu asal ahaan ka soo jeedo ololeyaasha ganacsi ee ay shirkaddu billowday 80-meeyadii, markii loo adeegsaday hal-ku-dhigga "Marwalba wuu ka duwan yahay, marwalba waa cusub yahay", oo la mid ahaantooda Apple ay kaliya noqon karto natiijada isku soo beegmidda .
Apple waxay abuurtay halkudhigga 'Think Differente' sanadkii 1997, iyada oo loo marayo wakaaladda xayeysiinta TBWA / Chiat / Day oo la bilaabay in lagu tartamo cabirka suuq geynta IBM «Think». Ka fikir fikradaha kaladuwan waxaa loo adeegsaday xayeysiinta telefishanka, xayaysiinta wargeysyada iyo boodhadh ilaa iyo markii la bilaabay iMac G4 2002.