Birth of an Industry 1976-77

At the end of 1976, while working in Silicon Valley, I was given an account to run: the Byte Shops. This was a small chain of personal computer stores. Unfortunately, most of the stores were run by people who didn't know or care about retailing. They were computer hobbyists.

They sold the MITS Altair and the IMSAI, metal boxes with switches on the front that had to be 'bootstrapped' every time they were turned on. But the Byte Shop in Mountain View California also offered a single board computer that was self-booting called the Apple One. -->

I became familiar with this computer at a show in the San Francisco Cow Palace in the Fall of 1976. In the midst of all kinds of life-improving potions, plants and macrame, a young man stepped out from a simple curtained booth and handed me a flyer for the Apple Computer, at the memorable price of $666.66. (I later found out that Apple Ones had sold at $500, but that Jobs and Wozniak (the entire staff of Apple at the time) had not accounted for dealer mark-up, and had added an appropriate mark-up to their selling price to arrive at $666.66.)

In early 1977, my employer, Regis McKenna Advertising, hosted a visit by Wozniak and Jobs, who arrived carrying a wooden box with a nest of wires and circuit boards, and a small portable color TV and cassette tape recorder, which they proceeded to hook up and run the game of 'Life' in color. We were collectively mystified, but since these kids were obviously smart, and appeared convinced that this box would revolutionize the world, we listened. After the end of the meeting, the head of the agency said he wanted nothing to do with these kids, but I offered to take on the account.

<-- Steve Jobs presenting the Apple II prototype.

A limited edition set of photos from this session has been created in celebration of the 25th Anniversary of the Apple II introduction

Our objective was to bring the Apple II to the first West Coast Computer Faire on April 17, 1977, with a highly professional presentation, followed by ads introducing this computer to the world. First, we designed the logo. That is, Rob Janoff designed it -- an Apple with a bite out of it, indicating the acquisition of knowledge. Originally, the apple logo was to be simple, but the Apple II's advantage at the time was color output, so Jobs argued the logo should have colors, and, of course, Jobs won. He ended up actually specifying several of the colors of the logo.

We created an ad and a brochure.

Brochure for the Apple II. April 17, 1977

At the Computer Faire, Apple's booth was big, and flashy, and right in front. The brochures arrived a little late and literally wet, from the printer, but Apple was launched.

The very first ad for the Apple II. When this ad ran, Jobs got a letter from a woman in Oregon, who felt it was sexist, so the ad was revised for subsequent insertions to show a woman using a sophisticated display and a man (me) with a low-resolution display. We got no further complaints.

More History

Kelley Advertising and Marketing

At the end of 1976, while working in Silicon Valley, I was given an account to run: the Byte Shops. This was a small chain of personal computer stores. Unfortunately, most of the stores were run by people who didn't know or care about retailing. They were computer hobbyists.
	They sold the MITS Altair and the IMSAI, metal boxes with switches on the front that had to be 'bootstrapped' every time they were turned on. But the Byte Shop in Mountain View California also offered a single board computer that was self-booting called the Apple One. -->
I became familiar with this computer at a show in the San Francisco Cow Palace in the Fall of 1976. In the midst of all kinds of life-improving potions, plants and macrame, a young man stepped out from a simple curtained booth and handed me a flyer for the Apple Computer, at the memorable price of $666.66. (I later found out that Apple Ones had sold at $500, but that Jobs and Wozniak (the entire staff of Apple at the time) had not accounted for dealer mark-up, and had added an appropriate mark-up to their selling price to arrive at $666.66.)
In early 1977, my employer, Regis McKenna Advertising, hosted a visit by Wozniak and Jobs, who arrived carrying a wooden box with a nest of wires and circuit boards, and a small portable color TV and cassette tape recorder, which they proceeded to hook up and run the game of 'Life' in color. We were collectively mystified, but since these kids were obviously smart, and appeared convinced that this box would revolutionize the world, we listened. After the end of the meeting, the head of the agency said he wanted nothing to do with these kids, but I offered to take on the account.
			<-- Steve Jobs presenting the Apple II prototype. A limited edition set of photos from this session has been created in celebration of the 25th Anniversary of the Apple II introduction
Our objective was to bring the Apple II to the first West Coast Computer Faire on April 17, 1977, with a highly professional presentation, followed by ads introducing this computer to the world. First, we designed the logo. That is, Rob Janoff designed it -- an Apple with a bite out of it, indicating the acquisition of knowledge. Originally, the apple logo was to be simple, but the Apple II's advantage at the time was color output, so Jobs argued the logo should have colors, and, of course, Jobs won. He ended up actually specifying several of the colors of the logo.
We created an ad and a brochure.

Brochure for the Apple II. April 17, 1977 At the Computer Faire, Apple's booth was big, and flashy, and right in front. The brochures arrived a little late and literally wet, from the printer, but Apple was launched.

		The very first ad for the Apple II. When this ad ran, Jobs got a letter from a woman in Oregon, who felt it was sexist, so the ad was revised for subsequent insertions to show a woman using a sophisticated display and a man (me) with a low-resolution display. We got no further complaints.