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Quiksan - I agree - the relaunch of an old campaign would (and should) be used as a marketing tool in itself. I'm sure a hard launch of such a campaign with a 'mini event' would see off any detractors.
Oscar - thats the idea - back up good marketing of Apple products (and I agree marketing of other products by Apple is long overdue) with marketing of the same quality which reflects the brand ethos.
Showing that a computer is fast just doesn't matter any more - Apple are in a unique position where they have a strong digital hub (iLife), so they can show off what a user can actually DO with a computer, and how they they can easily do it.
Apple then push the idea that they 'understand' us - but at the same time they know we want to do cool and imaginative things - that we all want to think different - and Apple know how they can help us do that.
'Think Different' isn't so far away from 'Your Potential, Our Passion' or 'Start Something'... but 'Think Different' already has more gravity (lent to it by the various people in the ads), more iconic status (people actually own and display think different posters in their homes!) and totally fits with the idea od 'Apple cool'.
It's certainly spin - but its the right kind of spin.
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