A Cultural History of Advertising

The following is an excerpt from Insanely Simple: The Obsession That Drives Apple’s Success by Ken Segall (Penguin Portfolio).The lump on the table was truly mysterious and held everyone’s rapt attention.

 

"It was the spring of 1998, and we’d been summoned up to Cupertino for our first viewing of this new computer, code-named C1. The “C” stood for “consumer.” Apple didn’t use a lot of creative firepower on code names back then..."

 

“We already have a name we like a lot, but I want you guys to see if you can beat it,” said Steve. “The name is ‘MacMan."

 

"This is a common problem dealing with any client. Once they’ve fallen in love with something you don’t like, the only way to really move them off of it is to show them something better. Steve was inviting us to beat “Mac-Man,” so it wasn’t a terrible problem...