Wanting to think of apples already constitutes thinking about apples.
Yes, but not wanting to think about apples also constitutes thinking about apples. However, if I do want to think about apples, I'm going to think about apples more than if I didn't want to think about apples. Perhaps a better example: if I think to myself, "I want to calculate 33 + 28", I will. Something's going on here; do you not agree?
Here's our place to discuss Less Wrong topics that have not appeared in recent posts. Have fun building smaller brains inside of your brains (or not, as you please).