The Apple Macintosh revolutionized the entire computer industry by the year of 1984. Steve Jobs and his ingenious Macintosh team arranged for the computer to be used by the normal “person in the street” – and not only by experts.

The first Apple Macintosh (1984)
[ high res version ]

“Insanely great” – Steve Jobs could hardly put into words his enthusiasm by the launch of the Macintosh. On the legendary annual general meeting of January 24th, 1984, in the Flint Center not far from the Apple Campus in Cupertino, the Apple co-founder initially quoted Bob Dylan’s “The Times They Are A-Changin’” in order to then polemicize against an imminent predominance of the young computer industry by IBM.

The early 1980s. 1981 – Apple II has become the world’s most popular computer, and Apple has grown to a 300 million dollar corporation, becoming the fastest growing company in American business history. With over fifty companies vying for a share, IBM enters the personal computer market in November of 1981, with the IBM PC.

1983. Apple and IBM emerge as the industry’s strongest competitors, with each selling approximately one billion dollars worth of personal computers in 1983. The shakeout is in full swing. The first major personal computer firm goes bankrupt, with others teetering on the brink. Total industry losses for 1983 overshadow even the combined profits of Apple and IBM.

It is now 1984. It appears that IBM wants it all. Apple is perceived to be the only hope to offer IBM a run for its money. Dealers, after initially welcoming IBM with open arms, now fear an IBM dominated and controlled future and are turning back to Apple as the only force who can ensure their future freedom.

IBM wants it all, and is aiming its guns at its last obstacle to industry control, Apple. Will Big Blue dominate the entire computer industry? The entire information age? Was George Orwell right?

The crowd, among them the complete Macintosh developer’s team, shouted back: “Nooooo!”


The introduction of the first Mac on January 24th, 1984; taken from the “Lost 1984 Videos”

There had been only two milestone products so far: the Apple II in 1977 and the IBM PC in 1981, Jobs continued. “Today (…) we are introducing the third industry milestone product, the Macintosh. Many of us have been working on Macintosh for over two years now and it has turned out insanely great.”

Taking a look at the history of the personal computer today, Steve Jobs was on the right track with his historical comparison. However, it would not be IBM that became the great dominator of the computer industry over the years, but rather, the alliance of Microsoft and Intel.

Steve Jobs

Previous to the Macintosh developer team, others had already tried to design a computer with a mouse and a graphical user interface – one year before Apple did, with its own business computer Lisa, which retailed for 10,000 dollars.

Advertising spot for the Apple Lisa

However, the Lisa computer proved to be a huge flop. With a price of 10,000 dollars (exclusive of a hard disk drive), it was far too expensive; the graphical user interface devoured the Lisa’s power so that the computer did not work particularly briskly. It lacked the necessary programs to induce the business world to buy the Lisa in large numbers. Moreover, the newly established distribution team could hardly resort to any experience in the handling of Corporate America.

Contrary to its elitist predecessors, the new Macintosh was not only to delight a few experts in the Californian Silicon Valley, but also to conquer the masses – and set the standard for future computer generations. Computer columnist Bob Ryan immediately caught the Mac’s revolutionary core:

The Macintosh is the best hardware value in the history (short though it may be) of the personal computer industry. It is a machine which will appeal to the masses of people who have neither the time nor the inclination to embark upon the long learning process required to master the intricacies of the present generation of personal computers. Barring unforeseen technical glitches and assuming that a reasonable software library is in place by the end of the year, the Macintosh should establish itself as the next standard in personal computers.

The developers of the Macintosh introducing the Mac

[ see also the articles:

It all began with “Annie” – Initial drafts of a computer for the masses

Steve Jobs discovers the Macintosh Project]

Against Big Brother IBM

Given the innovative Macintosh, Apple believed it had discovered a way to reclaim the leadership of the then still young market for personal computers from computer giant IBM.

In 1981, IBM had introduced its first PC and seized the Apple II’s position of the most successful personal computer within a few months. Within three years, “Big Blue” had sold more than two million IBM PCs. Therefore, Apple’s 15 million dollar advertising campaign on the occasion of the launch of the Macintosh directly aimed at IBM. The enormous sales campaign had eventually also been responsible for Apple raising the Mac’s originally planned launch price by 500 dollars to 2,495 dollars.

Lisa Flop Causes Trouble for Apple

The Lisa’s failure put Apple into a precarious situation in 1983. The hitherto existing cash cow, the Apple II, had been eclipsed by newer technology and found itself exposed to intense competition. Now the Macintosh was to save Apple Computers from ruin. In its first business plan of summer 1981, Apple had assumed that 2.2 million Macs could be sold between 1982 and 1985; that is about 47,000 units per month. However, the Mac was not brought to market until the beginning of 1984. After the community of the computer nerds (at least those who could afford the first Mac) had satisfied its buying frenzy, the sales of the Macintosh dropped dramatically to about 5,000 units per month.

Apple boss John Sculley could not change much about this either. In order to professionalize Apple’s management and marketing, Steve Jobs had enticed Sculley away from Pepsi with the sentence: “Do you want to spend the rest of your life selling sugared water or do you want a chance to change the world?“

Despite diverse management methods, Jobs and Sculley initially collaborated harmonically and were celebrated by the public as Apple’s “Dynamic Duo.” However, the Mac’s depressed distribution soon caused serious tensions to arise between Jobs and Sculley.

John Sculley in the documentary film “Triumph of the Nerds” (PBS)

It didn’t do very much. We had Mac Paint and Mac Write were our only applications and the market started to figure this out, by the end of the year people said well maybe the IBM PC isn’t as easy to use or is not as attractive as the Macintosh but it actually does something which we want to be able to do – spreadsheets, word processing and database and so we started to see the sales of the Mac tail off towards the end of 1984, and that became a problem the following year.
John Sculley

At that time, the Mac simply lacked the applications that dragged the Charlie Chaplin figure across the screen box by box in the IBM’s advertising spot for the PC. Therefore, Guy Kawasaki and other “Software Evangelists” of Apple made an effort to convince the developers of other software companies to write programs for the Mac. The Mac’s ROM, which had been calculated far too tight at 128 kilobytes, did not make this a simple task. The narrow bottleneck was not removed until the launch of the “Fat Mac” with 512 kilobytes, one year after the first Macintosh.

[ see also the article:
Showdown at Apple: John Sculley vs. Steve Jobs]

Success on the Second Attempt

In 1987, Apple sold one million Macs and suddenly played in the IBM league again. More than half of the 2,000 dollars for a Mac constituted profit for Apple, so that Sculley and his colleagues in the Apple management believed that the users would always be willing to pay much more for a better technology. Within these years, Apple missed the gigantic opportunity of establishing the Mac as the general industry standard. At that time, either the prices should have been cut dramatically, or a broad licensing program should have been agreed with other hardware producers. With the introduction of Windows 3.0 in 1990, this “window of opportunity” finally shut.

When Steve Jobs returned to his former company in hard times by the beginning of 1997, first as a counselor and then as a principal, the competition for the industry standard between Apple Computers and Microsoft had long been settled. With new Apple talents such as Jonathan Ive, he not only succeeded in bringing the company back on the course of success, but also in making a mark in the industry.

With the Mac, Jobs also astounded experienced pioneers of the computer industry: Future PCs, Intel co-founder Andy Grove said in 1998 in an interview, wouldn’t be general purpose computers to which networking has been added as an afterthought, but networking machines that also do computing. “The iMac embodies a lot of the things I’m talking about,” Grove said. “Sometimes what Apple does has an electrifying effect on the rest of us.”

Christoph Dernbach

Image gallery: The top 10 standout Macs of the past 25 years.

Opinion: The top 10 standout Macs of the past 25 years
Launched in January 1984, the first Apple Mac opened the door for a computer revolution that led to the PowerBook, the iMac and even the iPhone. Columnist Michael DeAgonia chooses the 10 Mac models that made the biggest splash.

In the beginning: The making of the Mac
Just how did the first Apple Macintosh computer come to be? The course of events that led to the Mac as we know it was convoluted, the result of luck or coincidence as much as planning. Here’s the story.

The Mac at 25: Successes and regrets, Apple’s had a few
In these heady days when Apple seems to be gaining ground in a number of places and ways, it’s important to remember that everything that followed from the first Mac was not a given. Here’s a look at five successes and five mistakes Apple made during the past 25 years.

Opinion: What will Macs be like in 25 years?
Columnist Seth Weintraub pulls out his crystal ball to predict the future of the Mac — including whether we’ll have Macs at all in 2034.

Timeline: Milestones in the Mac’s history
Take a trip down memory lane as we revisit the Mac’s highs, lows and in-betweens from 1978 to today.

Mike Markkula (1977)

Raskin had been responsible for Apple’s publications, particularly manuals, and actually was to more intensely oversee the developers writing the applications for the Apple II. “I told him [Markkula] it was a fine project, but I wasn’t terribly interested in a 500 dollar game machine,” Raskin later remembered. “However, there was this thing that I’d been dreaming about – it was [that] it would be designed from a human factors perspective, which at that time was totally incomprehensible.”

In fall 1979, Raskin wrote his article “Computers by the Millions“, in which he drafted his version of a computer for the masses. Markkula insisted on the report to be treated as a confidential internal report. The essay was not published until 1982 in the SIGPC Newsletter, Vol. 5, No. 2.

Raskin had chosen a completely new approach, because until then, the “technically feasible” is what defined a computer’s design. The academic computer scientist, who had kept secret his diploma from the Apple founders at the time of his appointment (as Steve Wozniak and Steve Jobs approached academics extremely distrustfully), wanted to design a computer for the normal person in the street – which of course could not to be unattainable.

The expression of the “Person in the Street” formed by Raskin became a dictum at Apple – abbreviated as PITS. Raskin’s first draft envisioned a closed computer including monitor, keyboard and printer able to work without any external wires – and all that for 500 dollars. In return, the Macintosh should only be equipped with a tiny five inch display, a cheap CPU (6809) and a main memory calculated extremely tight at 64 kilobytes.

Steve Jobs and Jef Raskin

At that time, Steve Jobs had not taken particular interest in the Macintosh project – and due to some dim apprehension, Raskin tried everything to exclude the Apple co-founder. Yet in the summer of 1980, a serious conflict between Jobs and Apple’s president Mike Scott was brewing as Scott intended to edge Jobs out of the concrete development of the new Lisa. With his capricious and at times fairly aggressive management style, Jobs had snubbed many developers. In addition, Scott did not think him capable of a major management role and thus planned to assign him the less important role of a company spokesman and promoter in advance of Apple’s initial public offering on December 12th, 1980.

In 1982, Jef Raskin left Apple and founded the company Information Appliance, Inc. in order to realize his original concept of the Macintosh project. The company brought the “SwyftCard” to market, which is a firmware card for the Apple II. The card featured a program package which was also offered on disk as SwyftWare. With the Swyft, Information Appliance later offered a laptop computer, which, however, experienced only moderate commercial success. Raskin licensed the Swyft design to Canon, which constructed the “Canon Cat” on its basis in 1987.

Jef Raskin with a design model of the Canon Cat

In his book “The Humane Interface”, Raskin later described his vision of a computer interface constructed for the human being and oriented to human needs – rather than to technology.

On February 26th, 2005, Jef Raskin died at the age of 61 years.

The Apple Macintosh computer

Few computers – indeed, few consumer items of any kind – have generated such a wide range of opinions as the Macintosh. Criticized as an expensive gimmick and hailed as the liberator of the masses, the Mac is a potentially great system. Whether it lives up to that potential remains to be seen.

The Apple Macintosh

The Macintosh is not without its problems. Resources are tight – it needs more memory and disk space – and software has been slow in coming to market. Many have criticized its price ($2495). In fact, there are indications that Apple considered a lower price ($1995) and then rejected it. It doesn’t seem to have hurt the Mac’s market – people are still buying them faster than Apple can make them – but there’s the potential for backlash if the machine doesn’t deliver on all its promises.

Whatever its problems and limitations, the Mac represents a breakthrough in adapting computers to work with people instead of vice versa. Time and again, I’ve seen individuals with little or no computer experience sit down in front of a Mac and accomplish useful tasks with it in a matter of minutes. Invariably, they use the same words to describe it: “amazing” and “fun.” The question is whether “powerful” can be added to that list.

The Macintosh dot-matrix printer

The Display

The display is small (9-inch diagonal), but it has very high resolution (512 by 342 pixels). Every pixel is crisp. Several things make the display unusual. First, the Macintosh has no “text mode.” Instead, the display is always bit-mapped graphics. Second, the display is black-on-white rather than amber-, green- or color-on-black, giving it an ink-on-paper effect. Third, the pixels are equally dense both horizontally and vertically, eliminating the “aspect ratio” problem that plagues other graphic systems. (In other words, a box 20 pixels wide and 20 pixels high will be a square.)

A sample printout from the Macintosh using its printer and the MacWrite word-processing program. The printout was obtained using MacWrite’s high-quality output mode, as opposed to the draft and ordinary quality modes. The output here is shown at 100 percent of actual size.

The Mac’s display does create a problem. Computer graphics are memory-intensive, once you start drawing pictures, you start using up lots of memory. The video display itself consumes about 22K bytes (or about one-sixth) of the total RAM. Any off-screen manipulation (windows) or information (fonts) chews up additional memory quickly.

The Keyboard

The Macintosh keyboard.

All in all, I like the keyboard. I’m a fast touch-typist and occasionally I overrun the two-key “rollover” (the number of keys you can press down simultaneously), but I never lose characters because of buffer overflow. The keyboard’s layout is compact, so I can easily reach any key – well, almost any key. The Command key, located between the left Option key and the space bar, is in an awkward position. often hit the Shift key or Option key instead. I don’t like function or cursor keys and the mouse renders them fairly useless, so their absence doesn’t bother me at all. A separate numeric keypad is available for $99 (it plugs in between the keyboard and the Mac). This keypad has cursor keys on it, but I wonder how many applications will recognize them.

The Mouse

The rear of the Mac. Note the icon labels. The bottom row of connectors is for (from left) the mouse, second floppy disk, printer, modem and speaker.

Of course, the mouse isn’t always a perfect solution. Some commands can be tedious to perform via the mouse and pull-down menu. For example, deleting text to the right of the cursor in MacWrite can only be done with the mouse. This is a nuisance if you have only one or two characters to delete. I’d also like the mouse’s cord to be a little longer and sometimes I have trouble finding enough surface area to work the mouse, but these are minor complaints. The mouse is an excellent feature of the Macintosh.

User Interface

User interface Macintosh 1.1

In creating the Macintosh’s unique user interface, Apple has attempted to make the abstract seem concrete. Few things are as abstract as the data and programs stored and used on a computer. The Mac takes that abstraction and presents it as something familiar a desktop cluttered with pencils, papers manila folders, and even a wastebasket. Do you want to put a document in a folder? Pick it up with the mouse and put it in the folder. Do you want to throw something away? Pick it up and put it in the wastebasket. Abstractions take on real forms that we can understand and use without obscure commands or bizarre syntax.

Another important aspect of this user interface is the way in which the Macintosh makes commands available to the user. As I write this review with MacWrite, the top of my screen has an Apple symbol and six words (File, Edit Search, Format, Font, and Style) written across the top. If I point at any of the items with the mouse and press the button, a menu of options appears on the screen. When I release the button, the menu disappears. All available commands appear in the menus. I haven’t had to memorize or learn much; in fact, I opened my MacWrite manual only once or twice, briefly. The same is true at the “desktop” level. Any actions can be performed via the pull-down menus or by direct “physical” manipulation of the objects shown. The best feature of the Mac documentation is that I almost never have to refer to it.

My one complaint about the user interface is that it’s slow. Sometimes running a program or opening a file seems to take longer than it should. File copying on a one-drive system is also tedious.

A special disk-copy utility is now available that lets you copy an entire disk in just four swaps – not too shabby when you realize that this utility uses nearly 80 percent of the total RAM just to hold the data. Unfortunately, this utility won’t solve the problem of copying several files onto a disk that’s already formatted and in use. There is a simple solution: more RAM.

Memory Limitations

The top of the Mac with the cover removed. The disk drive and digital circuitry are below the cathode-ray tube; the analog circuitry is to its left.

So the question arises: why did the Macintosh design team so limit their machine? The most common reason I’ve come across is that the Macintosh team wanted to provide a standard environment for software developers and users (although the latter is less often cited). In other words, software developers know that a Mac will always have 128K bytes of RAM and users will never have to worry about software requiring more RAM than they have. The idea is sound, but it causes two problems. First, 128K bytes is not enough RAM for a standard, especially in the Macintosh environment, where graphics chew away at your free space. Second, there will be no standard for software developers when the 512K-byte upgrade becomes available. Many software developers are ignoring (or unable to use) the 128K-byte machine and will release the packages for 512K-byte machines only. Unless Apple plans a free update to all Mac owners, the standard environment will no longer be standard.

Another argument I’ve heard to support the concept of such limited memory is that the expansion slots were dropped to avoid power and cooling problems and to keep the user out of the machine. Again, this is a good idea if you provide sufficient resources in the unexpandable model. I have no complaints with Apple’s choice of two RS-422A ports, an external disk port, the mouse port, and audio output. External video would be nice, but it isn’t critical. But there’s just not enough memory.

Others argue that 128K bytes of RAM is enough because so much of the work is done for you in the 64K-byte ROM. The ROM toolbox (the optimized 68000 machine-language routines that handles all aspects of the user interface) is truly a marvelous thing, but it doesn’t change the fact that large, complex programs need lots of memory, especially if the displays are all graphical. A supporting argument points to MacPaint and MacWrite, saying, “See, these work fine!” Yes, they do, but both have easily reached limits. Furthermore, these programs were developed over a long period of time, concurrently with the Macintosh. The authors of these programs knew a lot about optimizing code for the Mac. Software developers with less time and more ambitious designs will find the lack of RAM a serious roadblock.

I also have heard that the upgrade to 512K bytes will eliminate all such problems because there will be more than enough RAM for any application. Again, I disagree. You can never have enough RAM. I think it’s no accident that the Commodore 64, with 64K bytes, has dominated the low-end market over machines that have (or had) 8K, 16K, or 24K bytes. Apple gave the IIc, which uses an 8-bit 6502 chip, 128K bytes of RAM. Why the company limited the 68000, a 32-bit chip, to the same initial amount of memory is beyond me. Even the fourfold upgrade is too limiting. Apple delights in stating how much better the 68000 is than the 8086/8088 chips used in the IBM PC and compatibles, yet most of those systems can use more RAM than the Mac. Where’s the advantage?

Obviously, I think that 128K bytes is not enough RAM to make the Macintosh a truly powerful machine. My attempt to run the Sieve of Eratosthenes benchmark on the Mac provides one indication of its RAM limitations. Once BASIC was loaded into the Mac, there was too little space left in memory for the Sieve program. To fit the program into memory, I had to declare all variables integer. This will, of course, speed the execution time considerably. Thus, the speed of the Mac Sieve is not commensurable to the other two systems. (If you are curious, the modified benchmark took 96.4 seconds on the Mac.) The upgrade to 512K bytes will help considerably, but it’s still an inexcusable limit. I am convinced that this limited RAM has held up the release of Mac software. As I write this, it has been three months since the Macintosh was released, and all the Apple dealers in town have only three software packages for the Mac besides MacPaint and MacWrite, which are still bundled. Mac should have had at least double the initial and upgrade RAM, i.e., 256K bytes and 1 megabyte, respectively. It may be that Apple will release yet another upgrade when 1-megabit chips become available in mass quantities, or they may just release a new machine.

Although the RAM is a limitation of the Macintosh, the ROM is a tremendous strength. In what is undoubtedly one of the marvels of modern programming, the Macintosh design team crammed an unbelievable amount of power into the 64K bytes of ROM in the form of tightly written, highly optimized machine code. In doing so, the team provided standard user interfaces, so that most application programs on the Mac will be used in similar forms. I tried some prerelease programs with no documentation and I was able to use them almost immediately. Try that under CP/M or MS-DOS. The ROM toolbox is a vital facet of the overall amazing nature of the Macintosh.

The Macintosh also lacks adequate mass storage. At first, it doesn’t look bad: it consists of one single-sided 3½-inch built-in disk drive (made by Sony) holding 400K bytes. Having only one disk drive can be a nuisance, but it’s acceptable if the drive holds enough data and if you can copy it easily. However, the system files on a Macintosh disk take up over 200K bytes, or half the disk. Even with trimming, you only have about 220K bytes of usable space on a bootable disk. If any other company marketed a CP/M or MS-DOS system with a single disk drive with only 220K bytes of free space, no one would buy it. It takes a lot of time and disk swapping to copy files or to back up a disk. The Mac’s only saving grace on this point is that it automatically ejects the disk and prompts you for a new one.

The 128K-byte Macintosh with one single-sided drive is not a powerful machine. You can do useful work with it, and the user interface beats all other cold. But for the same price or less you could go out and buy, for example, a Compaq with 256K bytes of RAM and two 360K-byte disk drives. And I could get lots of software for it – programs that can handle larger, more difficult tasks than the Mac currently can. The upshot is this: a $3000 Macintosh with 128K bytes of RAM, a 400K-byte disk drive, and an Imagewriter printer, is an amazing machine but not really a powerful one. A 512K-byte Mac with two 400K-byte disk drives is both amazing and powerful, but it is also expensive ($3500, including printer and not counting any cost for the RAM upgrade). In the two-and-a-half months that I’ve owned my Mac, I’ve often wondered if I should have bought one so quickly. However, the arrival of MacFORTH (see the text box “Software for the Mac” on this page) has done much to quell my reservations. I can now create my own windows, graphics, and pull-down menus, and the “fun quotient” of my Mac has made a quantum leap. Besides, I suspect that by the time this sees print, prices will have dropped and the software base will have expanded considerably.

Conclusion

You won’t find another machine that’s as easy to use or as much fun as the Macintosh. In the right configuration, it can do as much as any microcomputer on the market. However, you should go for a 512K-byte system with two disk drives and a printer. Anything less and you’ll find yourself frustrated by the machine’s limits.

I have no doubt that I would have bought a Macintosh sooner or later, and I have no intention of getting rid of the one I own. The Mac’s a gem – rough, slightly flawed, but a gem nonetheless.

by Bruce F. Webster

Bruce F. Webster (7909 Ostrow St., Suite F, San Diego, CA 92111) is vice-president of FTL Games and Oasis Systems. He received his B.S. in computer science from Brigham Young University and did graduate work at the University of Houston. His hobbies include reading and war-gaming, especially science-fiction and fantasy war games.

At a glance

Apple Macintosh Review Byte

Manufacturer
Apple Computer Inc.
20525 Mariani Ave.
Cupertino, CA 95014
(408) 996-1010

Components
Size: 13.5 by 9.7 by 10.9 inches (main unit)
2.6 by 13.2 by 5.8 inches (keyboard)
Weight: 19.5 pounds
Processor: Motorola 68000 (7,8336 MHz)
Memory: 128K bytes of RAM; 64K bytes of ROM
Display: 9-inch built-in monitor; high-resolution bit-mapped display (512 by 342 pixels); adjustable
Keyboard: 58 keys, detached, standard layout, no function keys, software-mapped
Mouse: single button, mechanical tracking, optical shaft encoding
Mass storage: built-in single-sided 3½-inch Sony drive (400K bytes)
Sound generator: four-voice sound
Interfaces: two RS-422A serial ports (230.4K bps transfer rate); external-disk interface for second (optional) disk drive; mouse interface; synchronous serial keyboard bus

Operating System
Proprietary unnamed

Optional Hardware
Imagewriter dot-matrix printer: $595
Numeric keypad: $99
Carrying case: $99
Modem (300 bps): $225
(300/1200 bps): $495
Security Accessory Kit: $49
Second floppy-disk drive: $495

Optional Software
See text box

Documentation
160-page user’s manual

Price
$2495 ($2990 with Imagewriter)

Apple Macintosh Review Byte - Benchmark 1

Apple Macintosh Review Byte - Benchmark 2

* The Sieve benchmark couldn’t be run on the Mac (see text for details).
** The new Disk Copy program was not available at press time.

www.youtube.com/watch?v=PEHNrqPkefI

On July 9, 1997, Gil Amelio was ousted as CEO of Apple by the board of directors after overseeing a 12 year record low stock price and crippling financial losses. Jobs stepped in as the interim CEO to begin a critical restructuring of the company’s product line. He would eventually become CEO and is serving in that position to the present day.

At the 1997 Macworld Expo, Steve Jobs announced that Apple would be entering into partnership with Microsoft. Included in this was a five-year commitment from Microsoft to release Microsoft Office for Macintosh as well a US$150 million investment in Apple. It was also announced that Internet Explorer would be shipped as the default browser on the Macintosh. Microsoft chairman Bill Gates appeared at the expo on-screen, further explaining Microsoft’s plans for the software they were developing for Mac, and stating that he was very excited to be helping Apple return to success.

Transscript Macworld Expo, Boston, 1997

Steve Jobs:

Now I’d like to talk about meaningful partners. Apple lives in an ecosystem, and it needs help from other partners. It needs to help other partners. And relationships that are destructive don’t help anybody in this industry as it is today. So during the last several weeks, we have looked at some of the relationships, and one has stood out as a relationship that hasn’t been going so well but had the potential, I think, to be great for both companies. And I’d like to announce one of our first partnerships today, a very, very meaningful one. And that is one with Microsoft. I’d like to take you through this. The discussions actually began because there were some patent disputes. And, rather than … [Laughter.] I know. Rather than repeating history, I’m extremely proud of both companies that they have resolved these differences in a very, very professional way. And this has led, I think, to an overall relationship that we’re announcing today that has got several parts to it, and we’re extremely excited about.

First part of it is a patent settlement and cross-license. The two companies have received a full cross-license for all patents that exist and for patents that are filed within the next five years. It has been a very serious patent settlement. The second part of this is, Microsoft is committing to release Microsoft Office on Macintosh for the next five years. They are going to release the same number of major releases as they release on Windows during that time. Their first release, they’re going to target to have it out near the end of the year, it might slip a few months into next year, but they’re working real hard on it, and it looks very, very good. Next, we have taken a look at browsers out there and Apple has decided to make Internet Explorer its default browser on the Macintosh. [Audience boos.] Since we believe in choice, we’re going to be shipping other Internet browsers, as well, on the Macintosh, and the user can, of course, change their default should they choose to. But we believe that Internet Explorer is a really good browser, and we think it’s going to make a fine default browser. Java. We are going to be collaborating with Microsoft on Java to ensure that we can get the best from each other and ensure that there’s compatibility between our virtual machines. We think that will serve everybody’s interests. And lastly, Microsoft is making an investment in Apple. Microsoft is buying $150 million worth of Apple stock at market price. It is non-voting shares. [Cheers] And they’ve agreed not to sell them for at least three years. So what this means is that Microsoft is going to be part of the game with us as we restore this company back to health, have a vested interest in that stock price going up. We’re going to be working together on Microsoft Office, on Internet Explorer, on Java. And I think that it’s going to lead to a very healthy relationship. So it’s a package announcement today. We’re very, very happy about it. We’re very, very excited about it. And I happen to have a special guest with me today via satellite downlink. And if we could get him up on the stage right now …

[Gates appears on screen. Mix of applause and boos.]

Bill Gates:

Some of the most exciting work that I’ve done in my career has been the work that I’ve done with Steve on the Macintosh. Whether it’s the first introduction or doing products like Mac Excel, these have been major milestones, and it’s very exciting to renew our commitment to the Macintosh. We have over 8 million customers using Microsoft software on the Macintosh. We make it very easy for people who use Macintosh to take their, their documents and work with all kinds of machines. We’re very excited about the new release we’re building. This is called Mac Office 98. We do expect to get it out by the end of this year. And we’ve got some, some real exciting features. It’s a product that’s going to require no setup. It’s going to be an easy transition from people in the past. And I think it’s going to really set a new benchmark for doing a good job with performance, and exploiting unique Mac features. In many ways it’s more advanced than what we’ve done on the Windows platform. [Applause.] We’re also excited about Internet Explorer. And we’ve got a very dedicated team that’s down in
California that works on that product. And the code is really specially developed for the Macintosh. It’s not just a port of what we’ve done in the Windows environment. And so we’re pleased to be supporting Apple. We think Apple makes a huge contribution to the computer industry. We think it’s going to be a lot of fun helping out, and we look forward to the feedback from all of you as we move forward doing more Macintosh software. Thanks. [Applause]

Steve Jobs:

Thank you, Bill. You know, where we are right now, is we’re shepherding some of the greatest assets in the computer industry. And if we want to move forward, and see Apple healthy and prospering again, we have to let go of a few things here. We have to let go of this notion that for Microsoft to win Apple has to lose. We have to embrace a notion that for Apple to win, Apple has to do a really good job. And if others are going to help us, that’s great, because we need all the help we can get. And if we screw up and we don’t do a good job, it’s not somebody else’s fault. It’s our fault. So I think that’s a very important perspective. I think if we want Microsoft Office on the Mac, we better treat the company that puts it out with a little bit of gratitude. We’d like their software. So the era of setting this up as a competition between Apple and Microsoft is over as far as I’m concerned. This is about getting Apple healthy, and this is about Apple being able to make incredibly great contributions to the industry, to get healthy and prosper again. The last perspective I’d like to leave with you on this is sometimes points of view can really make you look at things differently. Like for me, when I was looking at the statistics and it hit me that Apple is the largest education company in the world, that was like a bolt of lightning. That’s huge. What an incredible base to build off of. Another bolt of lightning is that Apple plus Microsoft equals 100 percent of the desktop computer market. And so, whatever Apple and Microsoft agree to do, it’s a standard. And I think that you’ll see us work with Microsoft more because they’re the only other player in the desktop industry and I think that you’ll want to see Microsoft work with Apple more because Apple is the only other player in the desktop industry. So I hope we have even more cooperation in the future because the industry wants it.

Lastly, I want to just talk a little about Apple and the brand and what it means, I think, to a lot of us. You know, I think you always had to be a little different to buy an Apple computer. When we shipped the Apple II, you had to think different about computers. Computers were these things you saw in movies, they occupied giant rooms. They weren’t these things you had on your desktop. You had to think differently because there wasn’t any software at the beginning. You had to think differently when a first computer arrived at a school where there had never been one before and it was an Apple II. I think you had to think really differently when you bought a Mac. It was a totally different computer, worked in a totally different way, used a totally different part of your brain. And it opened up a computer world for a lot of people who thought differently. You were buying a computer with an installed base of one. You had to think differently to do that. And I think you still have to think differently to buy an Apple computer. And I think the people that do buy them do think differently and they are the creative spirits in this world. They are the people that are not just out to get a job done, they are out to change the world. And they’re out to change the world using whatever great tools they can get. And we make tools for those kinds of people. So hopefully what you’ve seen here today are some beginning steps that give you some confidence that we, too, are going to think differently, and serve the people that have been buying our products since the beginning. Because a lot of times people think that they’re crazy. But in that craziness, we see genius, and those are the people we’re making tools for. Thank you very much.

Source:

http://blog.seattlepi.nwsource.com/microsoft/library/appletext.html

History of Apple. (2008, October 16). In Wikipedia, The Free Encyclopedia. Retrieved 22:02, October 19, 2008, from http://en.wikipedia.org/w/index.php?title=History_of_Apple&oldid=245772530

This article is licenced under the GNU Free Documentation License

1984 is the American television commercial which introduced the Macintosh personal computer for the first time. It is now considered a “watershed event” and a “masterpiece.” It was directed by Ridley Scott, written by Steve Hayden and Lee Clow, and was produced by Chiat/Day. Costume designer Jeanette Farrier designed the costumes for the commercial.

Anya Major performed as the unnamed heroine and David Graham as “Big Brother.” It’s only daytime televised broadcast was on 22 January 1984 during the third quarter of Super Bowl XVIII. Chiat/Day also ran the ad one other time on television, a month earlier at 1:00 A.M on 15 December 1983 on KMVT in Twin Falls, Idaho so that the advertisement could be submitted to award ceremonies for that year. In addition, starting on 17 January 1984 it was screened prior to previews in movie theaters for a few weeks.

1984 used the unnamed heroine to represent the coming of the Macintosh (indicated by her white tank top with a Picasso-style picture of Apple’s Macintosh computer on it) as a means of saving humanity from “conformity” (Big Brother).

These images were an allusion to George Orwell’s noted novel, Nineteen Eighty-Four, which described a dystopian future ruled by a televised “Big Brother.”

Plot

The commercial opens with a dystopic, industrial setting in blue and gray tones, showing a line of individuals (of ambiguous gender) marching in unison. They are moving through a long tunnel monitored by a string of televisions. This is in sharp contrast to the full-color shots of the nameless heroine (Anya Major) who has appeared to rescue them. She looks more like an Olympic track and field athlete than a soldier, as she is carrying a large brass-headed hammer and is wearing an athletic “uniform” (bright orange athletic shorts, running shoes, a white tank top with a Picasso-style picture of Apple’s Macintosh computer, a white sweat band on her left wrist, and a red one on her right).

Big Brother (David Graham) speaking to his audience of drones.

My friends, each of you is a single cell in the great body of the State. And today, that great body has purged itself of parasites. We have triumphed over the unprincipled dissemination of facts. The thugs and wreckers have been cast out. And the poisonous weeds of disinformation have been consigned to the dustbin of history. Let each and every cell rejoice! For today we celebrate the first, glorious anniversary of the Information Purification Directive! We have created, for the first time in all history, a garden of pure ideology. Where each worker may bloom secure from the pests purveying contradictory truths. Our Unification of Thoughts is more powerful a weapon than any fleet or army on earth. We are one people, with one will, one resolve, one cause. Our enemies shall talk themselves to death and we will bury them with their own confusion. We shall prevail!

As she is chased by four security guards (presumably agents of the Thought Police with black riot-police uniform, helmets with visors covering their faces, and armed with large night sticks) the heroine races towards a large screen with the image of a Big Brother-like figure (David Graham) on it. He is celebrating the anniversary of the “Information Purification Directives” (which he summarizes as an end to “contradictory thoughts”) and tells his audience that, “our ‘Unification of Thoughts’ is more powerful a weapon” than anything else he could offer them. The heroine, now close to the screen, hurls the hammer towards it, right at the moment Big Brother announces, “we shall prevail!” In a flurry of light and smoke, the screen is destroyed.

The commercial concludes with text which reads: “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like 1984.”

Production

Development

The commercial was created by the advertising agency Chiat/Day, with copy by Steve Hayden and Lee Clow. Ridley Scott (who had just finished filming Blade Runner the year prior) was hired to direct it, with the “unheard-of production budget of $900,000.”

Steve Jobs and John Sculley were so enthusiastic about the final product that they “…purchased one and a half minutes of ad time for the Super Bowl, annually the most-watched television program in America. In December 1983 they screened the commercial for the Apple Board of Directors. To Job’s and Sculley’s surprise, the entire board hated the commercial.”

Despite the board’s dislike of the film, Steve Jobs continued to support it. Steve Wozniak watched it and offered to pay for the spot personally if the board refused to air it. Chiat/Day finally managed to sell thirty seconds of the original sixty-second ad.

Intended message

Adelia Cellini states in a 2004 article for MacWorld, “The Story Behind Apple’s ’1984′ TV Commercial“:

Let’s see – an all-powerful entity blathering on about Unification of Thoughts to an army of soulless drones, only to be brought down by a plucky, Apple-esque underdog. So Big Brother, the villain from Apple’s ’1984′ Mac ad, represented IBM, right? According to the ad’s creators, that’s not exactly the case. The original concept was to show the fight for the control of computer technology as a struggle of the few against the many, says TBWA/Chiat/Day’s Lee Clow. Apple wanted the Mac to symbolize the idea of empowerment, with the ad showcasing the Mac as a tool for combating conformity and asserting originality. What better way to do that than have a striking blonde athlete take a sledghammer to the face of that ultimate symbol of conformity, Big Brother?

However, in his 1983 Apple keynote address, Steve Jobs made the following comment before showcasing a preview of the commercial to a select audience:

It is now 1984. It appears IBM wants it all. Apple is perceived to be the only hope to offer IBM a run for its money. Dealers initially welcoming IBM with open arms now fear an IBM dominated and controlled future. They are increasing and desperately turning back to Apple as the only force that can ensure their future freedom. IBM wants it all and is aiming its guns on its last obstacle to industry control, Apple. Will Big Blue dominate the entire computer industry? The entire information age? Was George Orwell right about 1984?

Reception

Awards

* 2007: Best Super Bowl Spot (in the game’s 40-year history)
* 1999: TV Guide – Number One Greatest Commercial of All Time
* 1995: Advertising Age – Greatest Commercial
* 1984: 31st Cannes Lions International Advertising Festival – Grand Prix

Social impact

Ted Friedman, in his 2005 text, Electric Dreams: Computers in American Culture, notes the impact of the commercial:

Super Bowl viewers were overwhelmed by the startling ad. The ad garnered millions of dollars worth of free publicity, as news programs rebroadcast it that night. It was quickly hailed by many in the advertising industry as a masterwork. Advertising Age named it the 1980s Commercial of the Decade, and it continues to rank high on lists of the most influential commercials of all time [...] 1984 was never broadcast again, adding to its mystique.

1984 became a signature representation of Apple computers. It was scripted as a thematic element in the 1999 docudrama, Pirates of Silicon Valley, which explores the rise of Apple and Microsoft (the film opens and closes with references to the commercial including a re-enactment of the heroine running towards the screen of Big Brother and clips of the original commercial).

The 1984 ad was also prominent in the 20th anniversary celebration of the Macintosh in 2004, as Apple reposted a new version of the ad on its website. In this updated version, an iPod, complete with signature white earbuds, was digitally added to the heroine. Attendees were given a poster showing the heroine with iPod as a commemorative gift.

Further reading

• Cellini, Adelia. “The story behind Apple’s ’1984′ TV commercial: Big Brother at 20.(Mac Beat).” Macworld, January, 2004.
• Clow, Lee. Lee Clow: His Masterpiece – 1984
• Friedman, Ted “Chapter Five: Apple’s 1984.” Electric Dreams: Computers in American Culture. New York: NYU Press, 2005: 100-120.
• —.Apple’s 1984: The Introduction of the Macintosh in the Cultural History of Personal Computers
• Hansen, Liane. “A Look Back at Apple’s Super Ad: Landmark 1984 Spot Smashed ‘Big Brother,’ Launched the Mac.” NPR, February 1, 2004. (Steve Hayden interview)
• Leopold, Todd. Why 2006 isn’t like ’1984′. CNN, February 3, 2006.
• Maney, Kevin. “Apple’s ’1984′ Super Bowl commercial still stands as watershed event.” USA Today, January 28, 2004.
• Mr. Showbiz. “Interview with Ridley Scott
• myoldmac.net. “In Memory of Jef Raskin … He Thought Different: The Making of 1984.”
• Moriarty, Sandra. “AN INTERPRETIVE STUDY OF VISUAL CUES IN ADVERTISING,” University of Colorado.
• Roszak, Theodore. “Raging Against the Machine: In its ’1984′ Commercial, Apple Suggested that its Computers Would Smash Big Brother. But Technology Gave Him More Control.” Los Angeles Times, January 28, 2004.
• Scott, Linda. “For the Rest of Us”: A Reader-Oriented Interpretation of Apple’s ’1984′ Commercial.” The Journal of Popular Culture, Volume 25 Issue 1, Summer 1991: 67-81.

Source:

1984 (television commercial). (2008, July 20). In Wikipedia, The Free Encyclopedia. Retrieved 21:47, August 12, 2008, from http://en.wikipedia.org/w/index.php?title=1984_(television_commercial)&oldid=226800138

This article is licenced under the GNU Free Documentation License