I-Apple ibilokhu yaziwa, okungenani esikhathini esedlule, ngokudala ezinye cimikhankaso emisha yokukhangisa ebinomphumela oyifunayo, ukuthi bekungekho okunye ngaphandle kokudonsela ukunaka nokugqama kulabo abancintisana nabo. Ziningi izinkampani ezizamile ukulingisa izikhangiso zazo, kepha zizamile nokusebenzisa isiqubulo esifana nalesi esisetshenziswe yi-Apple kuwo wonke umlando wayo. Owokugcina ukwenza lokho kube ngumkhiqizo wokubuka waseSwitzerland. U-Apple ufake isimangalo enkantolo yaseSwitzerland sokuba kusetshenziswe isiqubulo esisetshenziswe yinkampani i- "Tick Different", isiqubulo esisho ngaphandle kokungabaza ngomkhankaso wenkampani ezinze eCupertino kuma-90's Think Different.
Isikhalazo sifakwe ngesonto eledlule enkantolo yokuxazulula inkinga yaseSwitzerland ngabamele abameli bakwa-Apple Lenz / Staehelin ezweni, ngaphezu kokufaka elinye ifomu lezikhalazo eSwitzerland Institute of Intellectual Property. USwatch usebenzise isiqubulo esithi Tick Different ewashini lakhe elisha laseBellamy elihlanganisa i-chip ye-NFC ukwazi ukukhokha ngedivayisi. Njengoba sikwazi ukufunda kuwebhusayithi yakwaWatson, ukuze i-Apple iwine lesi simangalo ngokumelene nenkampani yaseSwitzerland, uchungechunge lwamagama kufanele luhlotshaniswe nabathengi ngemikhiqizo ye-Apple okungenani ngama-50%.
USwatch Chief Executive Officer uNick Hayek uthi ayizami ukuthola ukuvelela ngenxa yenkampani yaseMelika. Ngaphezu kwalokho, ithi isiqubulo esithi Tick Different sinomsuka waso emikhankasweni yezentengiselwano eyasungulwa yile nkampani ngeminyaka yama-80, lapho kwakusetshenziswa isiqubulo esithi "Njalo uhlukile, uhlale umusha njalo", ukufana kwaso ne-Apple kungaba umphumela wokuqondana nje.
U-Apple udale isiqubulo esithi Think Differente ngo-1997, ngokusebenzisa i-ejensi yokukhangisa i-TBWA / Chiat / Day futhi yethula ukuqhudelana nobukhulu bokumaketha kwe-IBM «Cabanga». I-Think Different yayisetshenziswa kwezentengiso zethelevishini, ezikhangisweni zamaphephandaba, nakumaphosta kuze kwethulwe iMac G4 ngo-2002.