Evil Updated +Created
Things that are not nice such as:
Microsoft Updated +Created
And also their monopolistic practices: United States v. Microsoft Corp.
So, as put in Video "Bill Gates vs Steve Jobs by Epic Rap Battles of History (2012)" by fake Steve Jobs to fake Bill Gates:
Why'd you name your company after your dick?
However, like all big tech companies with infinite money, they do end up doing some cool things in their research department, Microsoft Research, notably for Ciro Santilli being:
Think different Updated +Created
Of course, this only made sense when Apple was more of an underdog to IBM, and Ciro Santilli greatly admires their defiance of the norm.
As of 2020 however, Apple is kind of on the top of the mobile world, and Think different simply makes no sense anymore, notably because it relies on closed source offline software used by millions.
This is a trap every company that prides itself on it's "alternative culture" sets for itself. If they succeed, they could become the norm.
Figure 2.
1976 Think different. 2011 Think mainstream
. Cropped from wallpapersafari.com/w/RqYUEj.
Video 1. Source. This ad suggests that Apple was the new thinker that would destroy IBM, as Steve Jobs said it himself when introducing the ad: www.youtube.com/watch?v=zlQvMp5rB6g. And then Apple became IBM in the 2000's starting with the launch of the iPod and then leading up to the iPhone.