Apple Computer, Inc.: What's On Your Powerbook? campaign (1993-1996)

Apple Computer, Inc., launched a television and print advertising campaign in 1993 to drive sales for its recently released portable computer, the PowerBook.

Apple Computer, Inc.: What's On Your Powerbook? campaign

Rebecca Stanfel

Overview

Apple Computer, Inc., launched a television and print advertising campaign in 1993 to drive sales for its recently released portable computer, the PowerBook. The ads were intended to demonstrate that people from all walks of life and fields of endeavor could benefit from the new product. Both the print ads and television spots were focused around a single question: "What's on your PowerBook?" Conceived by ad agency BBDO, the campaign sought to appeal to a broad audience. Although Apple had long marketed itself as the computer of choice for...

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