Apple Advertising: 1984 vs. 2006

Apple’s marketing has effectively garnered mindshare for over twenty years. GUIdebook posted an early Macintosh ad campaign from a 1984 Newsweek wherein Apple bought all 39 pages of the advertising space. Here’s an Apple to Apple comparison to today’s ad campaigns.

Enter 2006, and Apple’s continues their brand of relatable marketing in a way that WIntel players cannot touch, from the Switch campaign to the Mac Mini. Below are several amusing excerpts from the Newsweek compared with excerpts from modern campaigns:

Concept Then Now
Easy Communications 1984: All it takes is a communications program called MacTerminal. And an Apple® Modem. A simple device that lets you send or receive any information from virtually any computer anywhere over standard phone lines. Switch: Online streamlined. With a Mac in your corner, you can get online in minutes.
Voluminous Fan Mail 1984: We knew we were onto something when we’d sold 72,000 Macintoshes in the first 100 days. And began receiving so many fan letters, we had to start using shopping carts for in-baskets. Fan letters from a Rabbi in Florida. A free-lance writer in California. A cost analyst at Exxon. A pharmacist in Miami. Letters of thanks. Letters of praise. Switch: People write to us every day telling us how — and why — they successfully switched from PCs to Macs. Executives. Parents. Students. Creatives. Researchers. Educators. Retirees. Thousands of you. Here are some of your true stories. Enjoy.
Powerful, Economical 1984: We went ahead and built Macintosh.â„¢ The most powerful, most portable, most versatile computer not-very-much-money could buy. Mac Mini: Power has never been this economical. Mac mini makes it easy and affordable to work with digital photos, movies, music, and the web.
MacSoftware / iSoftware 1984: If you wanted to illustrate a memo with a drawing or chart, for example, you could create your text in Macintosh’s word processing program MacWrite, create your illustration in the graphics program, MacPaint, and then cut and paste the two together. Mac Mini: Make an epic starring your kid in iMovie. Turn your photo and movie creations into professional DVDs with iDVD. Create original music in GarageBand, even if you can’t carry a tune. Make podcasts and blogs. Then publish them online via .Mac and the all-new iWeb.

Apple’s marketing wouldn’t be successful if it wasn’t advertising backing solid hardware and software. Apple ads are exciting and inspirational where many WIntel ads often evoke boredom or confusion. Kudos to Apple for keeping it up for all of these years.

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2 Responses to “Apple Advertising: 1984 vs. 2006”

  1. JonnyRo says:

    Apple has always had a higher barrier to entry to develop for their platform. I think this has seperated out a lot of the crap that windows users pick up.

    There are some people out there that I dont think should even be operating a computer. You tell them over and over again that downloading this shit and that shit and letting their “friends” fix problems with their computers, is going to damage their software install.

    They always assume that someone will be around to help them “fix it”. And if someone isnt completely sane people throw computers in the trash and buy a new one.

    A bit of anti user rage for you. Thankfully I dont have to deal with it that much in my day job (since i have awesome users), but it comes up whenever I do side work.

  2. Dean says:

    I think anyone, Mac or PC lover, can appreciate the humor in this video:

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