Apple’s Meteoric RiseMario DeSantis

Vinh Jones

1984

Macintosh

•$5000 > $2,500,000•More features than current supercomputer

•10 years ahead•Fonts

• Command line vs. GUI (Graphical User Interface)

•Commercial produced by Ridley Scott•Blade Runner

•Thelma and Louise

•Gladiator

•American Gangster

Apple in the 80’s

•Apples initial growth•Less than stellar performance

•IBM releases first Personal Computer ($1,565)

•1980 – Apple Goes Public

•1982 – Apple begins Mac development

And the 90’s

•One of Apple’s most influential ads•Very reminiscent of “Be liked Mike” Gatorade ads

•Rebellious•Always been against the “norm”

•*Think Different

•Struggle•Apple vs. IBM(PC)

iPod

•TBWA Worldwide in New York handle’s Apple’s iPod and iPhone advertising

•First-generation iPod featured a single commercial

•When the iPod was redesigned with touch-sensitive buttons, the “dark silhouette” commercials began to appear

•(Thankfully) stuck with this theme for subsequent generations

iPhone

• Since more feature-heavy than iPod, Apple focuses ad on showcasing features

• Original ad campaign tried to emphasize multimedia and Internet functionality

• Following ads focused on “user” testimonials, but recent ads have gone back to Internet usage

Apple

Fanatics and Critics

1. “Homages” to iconic imagery or famous movie scenes• Apple has unabashedly copied ideas

from other ad campaigns• Goes against the message behind the

“Think Different” ad campaign

2. Spoiled Brat Reputation for Business• PC vs Mac

References:•Macworld.com•Apple.com•Wikipedia (Apple, iPod)•Engadget (Apple’s little…)•YouTube (1 2 3)