Currently in the 21st century, we live in an
exciting and challenging world which is dominated by means of communication and
fast paced technology. Dating back to the industrial Revolution, humans have
been more dependent on evolving products which made their lifestyles simpler,
one of the greatest inventions was the computer. The computer dates back to the
early 80’s, where the first personal computer (PC) was introduced by the
International Business Machines (IBM) company, this machine was named the Acorn.
The Acorn was assembled by twelve engineers, being the first computer built
from outside distributors, namely Sears & Roebucks and Computerland. The
Acorn was release on the 12th of August 1981 with a retail price of
$1,565, four months after the introduction of the Acorn, Time Magazine named
the Acorn “Man of the year” ( Ayers, 2013)
The PC became a major trendsetter, people were purchasing
these wonderful machines at a rapid rate, as technology approached the 21st
century, scientist revealed that the relationship between man and computer will
be inseparable, also, the communication between the product and user will be
more of a natural nature, meaning it will be more personal and physical, for
example the introduction of the voice command and touch screen. Scientists are
already developing software and devices that track the head and eye movement so
that the computer can detect where one is looking. (Ayers, 2013)
Today we use the computer for a number of productive activities,
whether it is business, leisure or communication, the Internet has played a
major role in the ability to communicate in real time. With the introduction of
the World Wide Web (www) in 1991 created by Tim Berners-Lee, information and
file sharing was just a mouse click away. (Computerhope, 2013) during this era
computers evolved form just a mere work orientated mechanical device to a more
personal, communicative tool and people became emotionally attached to their computers. (Ayers,
2013)
Apple Inc. formerly known as Apple computer Inc.
,established itself as a leader in consumer electronics with a range of consumer products such as the iPad, iPhone,
iPod and the Apple Mac.
Apple has inspired people to think
and live differently since their launch of their famous 1.5 million dollar,
1984 advert that promoted the Mac. Apple lovers have all seen or heard about
the famous 1984 Apple commercial which aired only once during Super Bowl XVIII.
The ‘1984’ commercial changed the way the advertising industry created and view
adverts, with just one television run the commercial took the Apple name and
imprinted it into people’s hearts. The mini-movie shows an athletic woman,
chased by troopers wearing helmets, burst into an auditorium in which rows upon
rows of workers watched an image of Big Brother huge screen. The heroine,
wearing red jogging shorts and a white Macintosh vest, smashes the screen with
a baseball bat which was later changed to a sledgehammer for a more dramatic
effect and a burst of air passes over the masses as they literally "saw
the light." In the closing shot, a solemn voice narrates "On January 24th, Apple Computer will
introduce Macintosh. And you'll see why 1984 won't be like 1984." Apple
spent a sum of $400, 000 on the production of the advert and $500 000 to air it
at the superbowl, Lee Clow, executive creative director of Chiat/Day said “We
had to make a last-minute switch to the Super Bowl because Apple wanted to air
the ad closer to the date when the product would actually be available for
sale,’ he goes on to say ‘’Funny how something that simple could have changed a
big piece of advertising history.” (MacDailyNews, 2007)
We live in a world where people have to be convinced to purchase a certain product without realizing that they don’t really need it. Apple is the best when it comes to advertising and drawing attention, with its stylish design and user friendly software one wonders how the PC is able to keep up. One of the key secrets to Mac being successful is the advertising and branding.
The rivalry between the Mac and PC dates back to the 80s the
question still remains which is the best to buy, however people don’t realize
that they are comparing the Operating System rather than the actual product
itself, Microsoft created windows to run a computer which is an assembly of
components, it equips companies Like Lenovo, HP and Dell to name a few, with
Apple, they have their own operating software that was developed for their
in-house product . (diffen, 2013)
