• Steve Jobs & Steve Wozniak• Products

• “Apple I” in 1976• “Apple II” in 1978

• Apple became a $300 Million company in three years!

• 1976 - 1979

Apple: History

1984 – The MacintoshPortrays the downfall of

“Big Brother” (IBM)

Apple: Early Advertising

On January 24th, Apple Computer

will introduce Macintosh.

And you'll see why 1984 won't be like

"1984."

Apple: Hardware

Top: iMac DVLeft: Power Mac G4Right: G4 Cube

Apple: Software

Operating Systems• Current: Mac OS 9• Future: OS X

• servers• workstations

Microsoft, 1978Bill Gates, 1977

Microsoft: History

• Software– Flight Simulator 2000

– Links 2001

– Motocross Madness

• Future..– Xbox

Microsoft: Entertainment

Microsoft: Business

• Software– Office 2000

– Windows 2000

– Programming

• Hardware– Intellimouse

– Ergonomic Keyboard

• Advertising– Focus on creativity

• color & transparency

Apple: Advertising

• Point of Purchase

• Display the entire system

• Mail-order

Apple: Sales Promotions

Apple: Internet

• Business services

• Apple Logo• Apple

Quicktime is everywhere..

Apple: Creative Aspect

Apple: Building a Community

• Creativity can only take you so far…

Apple: Critique

Apple iBook

• Some billboards

• Television rarely used

• Name and logo recognition

Microsoft: Advertising

u·biq·ui·tous - adj. – 1. Being or seeming to be everywhere at the same time; omnipresent.

-(http://www.dictionary.com)

• B2B!!!– Multipack Certificate

Programs– Reseller Volume

Discounts

Microsoft: Sales Promotions

• Personal Selling– Very little effort– Except for business-to-

business

• Publicity– Household name– (see “ubiquitous”)– Recent bad publicity

Microsoft: more..

Microsoft: Internet

the “colorful things network”

• Too Colorful?

• Unreliable products?

• Getting too big for their britches…– From ubiquity to

world domination

Microsoft: Critique

Blue Screen of Death

• Similarities– Simple, bright & colorful

• Differences– Microsoft: large businesses & consumer

entertainment– Apple: education and creative markets

• Print, Movies, Web, Music, & Photography

Conclusion