Apple Computer, Inc.: 1984 campaign (1984)

Robert Schnakenberg

In early 1984 Apple Computer Inc. introduced its new Macintosh personal computer, a small but powerful system aimed at the high end of the home market.

Apple Computer, Inc.: 1984 campaign

Robert Schnakenberg

Overview

In early 1984 Apple Computer Inc. introduced its new Macintosh personal computer, a small but powerful system aimed at the high end of the home market. At $2,500, the Macintosh was expensive, but it was destined to revolutionize the home computing industry. The launch of the Macintosh was greeted with unprecedented consumer and press anticipation. It was widely believed that the success or failure of the Macintosh would help determine if there was a significant market for a premium home computer.

To herald the introduction of the Macintosh, Apple charged its ad...

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