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Info_Mac IV CD-ROM (Pacific HiTech Inc.)(August 1994).iso
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Power Macintosh PRs 3⁄14 folder
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Apple To DOS⁄Windows 3⁄9⁄94
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1994-03-14
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3KB
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56 lines
THIS RELEASE MOVED OVER PR NEWSWIRE ON WEDNESDAY, MARCH 9, 1994 AT 8:34 AM, EST
Apple to DOS/Windows Users: "Try Macintosh"
CUPERTINO, California--March 9, 1994--When Apple Computer, Inc.
unveils its new PowerPC microprocessor-based computers on March
14th, the company will also kick off a worldwide advertising campaign
that asks MS-DOS and Windows personal computer users to take a new
look at Macintosh . The phased advertising campaign targets
customers Apple calls "fence-sitters"--that is, those users who are
attracted to the Macintosh, but have, in the past, chosen MS-DOS or
Windows systems. Apple believes the new computers will appeal to
these customers--in addition to traditional Macintosh customers--
because of the products' industry-leading performance, very
competitive prices, and, most of all, their compatiblity with MS-DOS
and Windows applications. By using SoftWindows software from
Insignia Solutions, the new PowerPC-based Macintosh systems allow DOS
and Windows users to run most of their current applications at
performance levels similar to that of Intel 386 and 486 computers,
depending on the application and system configuration.
"Many 'fence-sitters' considered Macintosh in the past, but chose
another computer because they needed to run a DOS/Windows program,
or, it didn't meet their price and performance expectations,"
explained Michael Markman, Apple's director of advertising.
"Macintosh with PowerPC dismantles these obstacles, making Macintosh
relevant to more people than ever before. Our advertising invites
these people to take a new look at Macintosh."
The campaign, developed by BBDO, Apple's worldwide advertising
agency, invites readers to think about the Macintosh with PowerPC
systems in new ways. Using the comic book device of "thought
balloons", the ads show MIS managers, department managers, and users
contemplating both the rational benefits and the emotional appeal of
the new products. One ad for example, carries the headline, "Think
of it as the Macintosh for people who thought they could never have a
Macintosh." It shows an MIS manager mentally reviewing a list of
impressive product features,
"Outperforms 486 and Pentium, check. Works with MS-DOS, check.
Works with Windows, check. Meets corporate network standards, check.
Increases employee productivity, check. Plug and play expansion,
check. RISC performance at a non-RISC price, check." In a second
thought balloon, she's thinking, "I can do some really cool stuff."
Apple's U.S. advertising plans call for print media initially--the
first ad breaks in the Wall Street Journal on March 14th. The print
campaign will continue in computer publications and selected verticle
market publications over the next few months. The company will
phase-in television ads later in the year. In Europe, the company
will employ a combination of television and print advertising at the
outset.
-30-
Apple, the Apple logo, and Macintosh are registered trademarks of
Apple Computer, Inc. PowerPC is a trademark of International
Business Machines Corporation, used under license therefrom.
SoftWindows is a trademark used under license.