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<div class="left_inner_box_heading"><h1>Apple Launches "Real People" Ad Campaign, PC to Mac "Switchers"</h1></div>
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<p>Apple Launches "Real People" Ad Campaign<br />
PC to Mac "Switchers" Tell Their Story</p>
<p>CUPERTINO, California-June 10, 2002-Apple=AE today launched a new advertisin=<br />
g<br />
campaign featuring real people who have switched from PCs to the<br />
Macintosh=AE. The campaign will debut today on television with eight<br />
different ads, each highlighting a different "switcher" telling their<br />
story. The "switchers" featured in the Real People campaign come from<br />
diverse backgrounds, including a Windows network administrator, a writer,<br />
an illustrator, a small business owner, a programmer, an interactive<br />
producer and a DJ. This will be Apple's largest ad campaign since "Think<br />
Different" was launched in 1998.</p>
<p>"These are not actors-they're real people who have switched from PCs to<br />
Macs, telling their story in their own words," said Steve Jobs, Apple's<br />
CEO. "More people are interested in switching from PCs to Macs than ever<br />
before, and we hope that hearing these successful switchers tell their<br />
story will help others make the jump."</p>
<p>The TV ads can be seen today on major cable networks like ESPN, CNBC,<br />
Comedy Central and Fox News and will appear this week on ABC's Boston 24/7<br />
and The Drew Carey Show, as well as NBC's ER and NBA Finals broadcasts.<br />
Print ads are in this week's issues of Time and Newsweek, and will appear<br />
this month in a number of other major magazines. As part of the campaign,<br />
Apple has also set up a special web site for users interested in learning<br />
more about switching at <a href="http://www.apple.com/switch" title="www.apple.com/switch">www.apple.com/switch</a>.</p>
<p>The ads were directed by Errol Morris, a widely admired director and<br />
producer of documentary films. Morris infused the ads with the same<br />
straightforward, compelling style found in his critically acclaimed opening<br />
segment for this year's Academy Awards, which featured celebrities and<br />
movie goers sharing their favorite films.</p>
<p>Apple is gaining momentum in its quest to attract the "other 95 percent"<br />
since announcing its pioneering Digital Hub strategy in January 2001. Since<br />
then, Apple has delivered:</p>
<p>* the world's best computers, including the all new flat-panel iMac=AE, the<br />
iBook=AE, the Titanium PowerBook=AE G4, the Power Mac=AE G4, the new eMac=81=<br />
and a<br />
line of stunning Cinema Displays;</p>
<p>* Mac=AE OS X, the world's most advanced operating system, offering power,<br />
stability and elegance. Mac OS X has now "arrived" with better than ever<br />
usability and amazing third-party software products like Microsoft Office<br />
v.X for Mac and PhotoShop 7;</p>
<p>* the breakthrough iPod=81 digital music player, which has set the standard<br />
by which all other portable MP3 players are judged;</p>
<p>* award-winning Digital Lifestyle applications like iPhoto=81, iTunes=81,<br />
iMovie=81 and iDVD, which enable "mere mortals" to make movies, create and<br />
share digital photo albums, manage large music libraries and create and<br />
burn their own DVDs, all with the Mac's legendary ease of use;</p>
<p>* Xserve=81, Apple's powerful 1U rack-mount server that is ideal for busines=<br />
s<br />
and education customers and a perfect complement to Apple's UNIX-based Mac<br />
OS X Server software; and</p>
<p>* thirty (and growing) Apple Retail Stores throughout the U.S. that offer<br />
the best computer buying experience on the planet.</p>
<p>Apple ignited the personal computer revolution in the 1970s with the Apple<br />
II and reinvented the personal computer in the 1980s with the Macintosh.<br />
Apple is committed to bringing the best personal computing experience to<br />
students, educators, creative professionals and consumers around the world<br />
through its innovative hardware, software and Internet offerings.</p>
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