On January 24, 1984, 21 years ago today, Apple announced the Macintosh to their Board of Directors and to the world. Apple-history.com writes, “The Macintosh was the first affordable computer to include a Graphical User Interface. It was built around the new Motorola 68000 chip, which was significantly faster than previous processors, running at 8 MHz. The Mac came in a small beige case with a black and white monitor built in. It came with a keyboard and mouse, and had a floppy drive that took 400k 3.5″ disks–the first personal computer to do so. It originally sold for $2,495.”
Two days prior on January 22, 1984 during the Super Bowl, Apple ran their famous “1984” commercial. The voice-over intoned:
“Today, we celebrate the first glorious anniversary of the Information Purification Directives. We have created, for the first time in all history, a garden of pure ideology. Where each worker may bloom secure from the pests of contradictory and confusing truths. Our Unification of Thoughts is more powerful a weapon than any fleet or army on earth. We are one people, with one will, one resolve, one cause. Our enemies shall talk themselves to death and we will bury them with their own confusion. We shall prevail!”
At that moment, the shocked masses saw the hammer fly through the screen. Then millions saw these words and heard them spoken aloud:
“On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like ‘1984.’”
In June 1999, TV Guide ran a cover story on the “50 Greatest Commercials of All Time.” Apple’s “1984” ad was #1 on the list. TV Guide wrote:
“With a single airing during Super Bowl XVIII, ‘1984’ did more to change the way ads are created and viewed than any commercial in years. It was not the most heartwarming spot nor a big laugh getter, but it turned a little-known brand into a household name and set a new commercial standard for production values and cinematic style. ‘1984’ also raised the financial stakes: Apple spent a then-outlandish sum of $400,000 to produce the ad and $500,000 to air it; 15 years later, a minute of Super Bowl time costs $3.2 million. Lee Clow, then executive creative director of Chiat/Day, recalls that ‘1984’ almost debuted during a lowlier college bowl game. ‘We had to make a last-minute switch to the Super Bowl because Apple wanted to air the ad closer to the date when the product would actually be available for sale,’ he says. ‘Funny how something that simple could have changed a big piece of advertising history.”
See Apple’s “1984” ad here.