The entrenched winner in the late 90s right before Apple's resurgence was Wintel - cheap and everywhere. What does Apple do to compete? The name of the campaign was literally what the parent comment says a company needs to do - "Think Different" - backed by a line of products that were completely different than Windows: colorful vs beige, whole-stack vs licensed out to third-party manufacturers, premium vs commodity.

Now that Apple's winning, of course they want to try to convince you that different is bad, because different is the threat to their business. They don't want someone coming along and doing to them what they did to Microsoft and Dell.