If anyone wants another example of how Apple take the care and effort to control how they express their brand, then this image is a brilliant example. If you are in a Service business ask yourself how often your customers see variations in your offer, whether it be through staff clothing, greetings or consistency of service experience. The way Apple 'thinks different' in this instance is paradoxically ensuring by ensuring some things actually stay the same. Most companies don't possess the brand discipline to stay the course. In this way, Apple certainly think differently.
You might not have access to someone like Steve Jobs as a CEO, however you can (and probably should) take some of the lessons they provide to ensure you provide your customers an outstanding customer experience.