Apple Computer, Inc.: It Does More. It Costs Less. It's That Simple. campaign (1991-1995)

Rebecca Stanfel

In 1991 Apple Computer, Inc., began to overhaul its image, product line, and marketing strategy. Since 1984 the company advertised its Macintosh computers as machines that were simple to use and that facilitated individual expression.

Apple Computer, Inc.: It Does More. It Costs Less. It's That Simple. campaign

Rebecca Stanfel

Overview

In 1991 Apple Computer, Inc., began to overhaul its image, product line, and marketing strategy. Since 1984 the company advertised its Macintosh computers as machines that were simple to use and that facilitated individual expression. With this approach, Apple developed a loyal base of users among creative professionals and students who valued the machines for their easy-to-use graphics software and iconic images. Apple largely failed, however, to reach business users, who turned instead to IBM-compatible personal computers (PCs), which were less expensive than—albeit not...

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