Page 210 - Apple Computer News Today

This was the cold mind of the dehumanizing us. putting everything on punch cards. they take that understanding of the computer and stand it completely on its head. all these people who appear to be brainwashed staring at a screen with a gigantic mans face talking. then along comes a woman dressed like an olympic athlete swinging a hammer. literally destroying the, you know, the tools of the mass society. thats a great brand image. >> by the mid 8 0s iss, apple put two computers on the market. in...

Immortalized with an on-screen face-off. >> hello, im a mac. >> im a pc. >> hi, im an i.t. guy. >> whats going on, pc? >> this pc is getting an upgrade. >> hey, a camera, nice. >> personified the pc and the mac and these two characters, stodgy, stiff, uptight, uncomfortable with the pc. >> pc. >> okay. >> justin was young, successful, good looking. everything you would aspire to me if you bought an apple computer. >> i heard steve jobs saw me in a movie and felt like i reminded him of a version ...

Wanted to be. and they wanted to be cool. >> steve was much more comfortable being in front of the camera so, therefore, you attach this human quality to mac and people believed in jobs and believed he would fix things and solve things and make great products. >> this is imac. >> the bulbous seethrough mac was a breakthrough in computing, the first computer people want to put in their living rooms. didnt want to hide it away. hay wanted it put it out and display it. >> with the imac, apple won o...

To backfire. >> had him and we lost him. >> if you watched them, what you ended up thinking was that kind of slightly overweight homely guy playing pc was actually kind of hilarious and great and i wanted to hang out with him and the guy playing apple was just a jerk. >> i agree with you, malcolm gladwell. i would hear that in different forms, oh, you think youre cool. id rather hang out with this guy. me, too. >> after being labeled publicly as uncool for so long, microsoft finally struck back....

Power thats there. >> windows 95 was the first time that microsoft really got the graphical user interface right. it was much more stable than previous versions. it was much easier to use and it was much better looking. it made the windows pc for the first time as easy as a mac but it was a lot cheaper than a mac, so this is nearly the last nail in apples coffin. >> steve jobs, he runt read was to surrender. >> steve. >> he returned to apple in 1997 and the company was on the verge on bankruptcy...

>> a computer was thee very embodiment of uncool. ♪ >> this was the cold mind of the corporation. calcula calculating, depersonalizing, dehumanizing, everything in a punch card. thats the sort of genius of the mac commercial in 1984. take that understanding of the computer and stand it completely on its head. all these people who appear to be brain-washed staring at a screen with a huge mans face talking. and then along comes a woman dressed like an olympic athlete swinging a hammer. literally...

Jewel. >> the key is to make it easier to use your personal computer and let you get at more of the power there. windows 95 was the first time that microsoft really got the graphical interface right. it was more stable than previous versions, easier to use, and much better looking. this sold like cup cakes and made the windows pc, for the first time, easy as a mac, but it was a lot cheaper than a mac, so this is nearly the last nail in apples coffin. >> for steve jobs, he was not ready to surren...

Market. january 24th, 1984, jobs pulled back the curtain on a revolutionary product. >> we are introducing the third industrial milestone product, mac macintosh. >> initially, caused a big splash. people were amazed by the graphics, no one seen it before, so easy, a kid could use it, but it was underpowered, overpriced, and it almost failed. >> for all the hype, for all the articles, for all the love fest over the macintosh, not that many people owned a computer. >> a year after the mac hit stor...

Wizards, all those sneaker psychos a platform. so we kind of opened up the door to the basement and let the culture out. >> this thing called hip hop from the streets of new york to the rest of the globe. >> hip hop is cooler than anything that carried me forward, and being young, i wanted to be about something different. to me, whatever run dc was rocking at the time was cool, so that told adidas no shoe strings, oh, my god, that was crazy. i didnt wear no shoes with strings in them for a year ...

>> when apple added 56 mac versus pc ads. but ironically the joke started to backfire. >> if you watch them, what you ended up thinking was that the kind of overweight and lonely guy playing pc was hilarious and great and you wanted to hang out with him and the guy playing apple was just a jerk. >> i agree with you. i would hear that in different forms that, oh, you think youre cool. id rather hang out with this guy. i was like, me, too. >> after being labeled uncool for so long, microsoft final...