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How Apple’s Marketing Revolution Began – 80 Vintage Ads

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We have gathered a collection of 80 Cool Vintage Ads from Apple that span over a period of 22 years from 1977 to 1999.  Therefore, in this article you’ll be able to see how Apple managed to turn itself from a garage company to a huge corporation, through marketing techniques.

Apple’s Strategy

From the beginning, Apple tried to enter the market by presenting itself as a producer of personal computers, which, of course, was an odd term back then. Well, if you’re asking yourselves why?, you might consider the fact that there wasn’t an actual need for personal (no, not demand, need!) computers. So, over the years Apple focused on creating a “need” for people to have personal computers. For most people, Apple products seemed expensive and unnecessary.

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How did they put it in practice

Well, it wasn’t easy.  In contrast with what happens today, when Apple associates its products with fun, in the 70s and at the beginning of the 80s, Apple was building its marketing strategy by trying to sell computers, which first of all, would have diminished your work load. (This is best expressed by the Henry Ford, Thomas Jefferson and Orville Wright campaigns). That means that Apple was trying to make its products look useful and in the process it was trying to convince freelancers or small investors (see also Apple’s II introduction ad from the 1977). Similarly, Apple was trying to demonstrate that you don’t need to be a rocket scientist to know how to use a computer (Apple II Simplicity Brochure). Therefore, the idea of simplicity that we also find today has its roots back in the 70s.

From usefulness to fun

Starting from 1984, with the Apple II “Why every kid should have an Apple after school,” campaign the company began to switch its strategy from usefulness to fun. From now on, the company wants its products to be seen both as fun and useful. Nevertheless, the overwhelming majority of the ads were still showing the technical capabilities of the Mac.

The 1990s

The 1990s was the decade when Apple gained  a comparative advantage in the personal computers field by portraying their products as cool, innovative, fun and well designed (1998 – Chic. Not Geek campaign, 1999 – the Thrill of Surfing campaign and so forth). Furthermore, it was the 1990s who triggered the famous Think different slogan. From this point one, the road they’ve taken seems irreversible and will steadily transform Apple into the huge company that it is today.

Now, enjoy the images, be inspired and if you will like this article, then please share it with your friends or community! Many thanks! Cheers!

P.S. You would probably like to see (15+51) Fabulous Ads From The 1960s (Series Finale) and Ford As An Advertisement Legend – 61 Vintage Ads.

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1996 “Mission: Impossible. The Web Adventure” Ad Featuring Tom Cruise

56 Unit

 

1977 Apple II Introduction Ad

1134

 

1998 Think Different Ad Featuring Muhammad Ali

701

 

1998 Power Macintosh G3 “Snail” Ad

67 Unit

 

1986 Apple IIgs Introduction Ad

36b

376

 

1980 Apple II Ben Franklin Ad

1135

 

1979 Apple II “Adam” Ad

825

 

1999 iMac “High-Technicolor” Ad

 

73 Unit

1999 iMac “The Thrill of Surfing” Ad

74 Unit

 

1995 Apple Multiple Scan Displays Ad

53 Unit

 

1996 Apple Employment Recruiting Ads

572

 

1984 “Test Drive a Macintosh” Ad
30 Unit

 

1981 Apple II & III Orville Wright Ad

16unit

 

 

1983 Apple III “Sea of Data” Ad

20unit

 

 

Apple III Senior Analyst Ad

22 Unit

 

1996 “What’s on your PowerBook?” Ads

60

6110

6210

632

641

 

 

65 Unit

 

1998 Power Macintosh G3 Ad

66 Unit

 

1995 “New Media Forum: World Tour ’95” Ad

528

 

1977 Apple II “Simplicity” Brochure

440

 

1994 Power Macintosh “If You’re a Hack” Ad

462

 

1998 iMac “Chic. Not Geek.” Ad

681

1992 PowerBook Ad Featuring Steve Wozniak

442

 

1999 Power Macintosh G4 “Gigaflops” Ad

728

 

1987 Apple IIgs Promotional Ad

385

 

 

40mod

 

Original 1983 Lisa 1 Ad

2617

 

1984 Newsweek Macintosh Introduction

2716

 

On the left, Bill doing some PR for Apple

2813

 

1984

2911

 

1999 Power Macintosh G3 Ad

7110

 

1984 “Test Drive a Macintosh” Ad

3113

 

1995 eWorld Brochure

5110

 

1998 iMac Introduction Brochure

691

 

1979 Apple II “Every Educator” Ad

629

 

1978 Apple II “Best Selling” Ad

527

 

1996 Apple MessagePad 130 Ad

592

 

1982 “Great Carrots” Ad

1727

 

 

1983 Apple III Data Base Management Ad

19 Unit

 

1996 Apple/BMW Web Multimedia Ad

58b

581

1983 Apple III “670,000,000 mph.” Ad

2130

 

 

1996 Mac OS 7.6 Ad

552

 

1995 Apple Color LaserWriter Ad

54 Unit

 

1994 Apple Multimedia Brochure

502

 

1994 Apple QuickTake 100 Ad

492

 

 

481

 

 

1994 Apple Newton 110 Power Organizer Pack Ad

472

 

1992 NeXT Computer Brochure

451

 

1991 Macintosh System 7 Ad

4310

 

1989 NeXT Computer Ad

42 Unit

 

1989 Motorola “Apple Turns 030” Ad

4111

 

1987 Apple IIgs Promotional Ad

394

 

 

 1985 MacCharlie Ad #1

358

 

1984 Apple Modem Ad

3411

 

Applied Engineering Ad Featuring Steve Wozniak

3311

 

Apple IIc “Every Kid” Ad #1

32b

 

 

1983 Apple Gift Catalog

25i

25h

25g

25f

25e

25d

25c

25b1

2520

 

1983 Apple Logo Ad

2422

 

1982 Inside Apple Ad – Vol. 1, No. 1

2323

 

1981 Apple II & III Thomas Jefferson Ad

1427

 

1981 Apple II & III Henry Ford Ad

1230

 

1977-A Is For Apple” Ads

2102

 

1979 Apple II “31,000 Student Hours” Ad

928

 

Apple II “How to Buy” Ads

727