Let us all join handsīefore Macintosh launched, Steve Jobs made sure it had friends in high places. It was also Ground Zero for the culture war, portraying the two platforms as worlds apart in human values. But it clearly imbued Macintosh with the feisty, underdog, maverick personality that would drive its advertising for decades to come. Without naming IBM, and without ever showing a Macintosh, Apple portrayed IBM as Big Brother and Macintosh as the liberating ray of hope.ĭid Apple’s attack work? In terms of sales, not so much. Obstacles overcome, the ad ran during the 1984 Super Bowl. ) But Steve Jobs was determined to unveil the new computer with a cinematic attack on IBM. The famous 1984 commercial that launched Macintosh, directed by Ridley Scott, almost never ran. The graphical interface was a revolutionary, intuitive, more human way to work on a computer. It was the biggest think different moment in Apple history, 13 years before the advertising theme line. Both worked with a command-line interface. Up until 1984, computers from both Apple and IBM weren’t too far apart philosophically. Basically, it was David welcoming Goliath to a market in its earliest days, taking some credit for being the first guys there.Īs you might have deduced, Goliath wasn’t intimidated. IBM saw a new business opportunity and in 1981 launched the IBM Personal Computer. Two young guys with an idea, starting a company in their garage, grossing $118 million annually by 1980.Ĭue the big scary monolith. In advertising, Apple described it as a “personal computer”-a moniker later appropriated by the PC industry.Īpple was a classic American success story. In 1977, long before Macintosh, the Apple II became the first successful consumer computer.
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