Gartenberg: Now Apple really is ‘for the rest of us’

Invisible Shield for Apple iPhone 4!“When it was released in 1984, the tagline for Macintosh was, ‘The computer for the rest of us,'” Michael Gartenberg writes for “With fairly limited (but unique) capabilities and a relatively high price, it wasn’t quite clear who ‘the rest of us’ really were.”

MacDailyNews Take: People who were, and are, capable of recognizing and appreciating quality and who can also calculate total cost of ownership. People who don’t like to waste their most precious commodity: Time. “The rest of us” doesn’t have to mean “mass audience.”

Gartenberg continues, “Eventually, Macintosh became a counter-culture all of its own within the digital world. User groups offered places to learn and exchange information in a world dominated by the IBM PC, and Macworld Expo became the global gathering points for the faithful who felt Macintosh was more than a PC and Apple not just another company… The problem for Apple was that playing to the hard-core user base wasn’t really working for them. For one, there just weren’t that many hard-core users out there. What was worse, many hard-core users loved their machines so much, they replaced them at a much lower rate. That’s a nice demonstration of loyalty, but it doesn’t do much for the bottom line.”

“As the iPod crossed from Mac accessory to a mainstream device that could be used by Windows users as well, Apple began to shift its focus to the larger market,” Gartenberg writes. “Switching to the Mac didn’t mean ‘thinking different’ anymore—but it did mean one could get an arguably better computing experience.”

Gartenberg writes, “Likewise, when the iPhone was introduced, Apple took the device beyond the traditional market for smartphones (namely business users and enthusiasts) directly to the mass market. It worked. For the mainstream user buying Apple meant buying a quality product, not buying into a cult or becoming an Apple fanatic… In the end, that original tagline became a reality. Apple products truly are for ‘the rest of us,’ and will continue to be so as long as Apple continues to deliver and raise the industry bar.”

Full article here.


  1. Fred; I thought excel 1.0 came out in 85 or 86 for the mac: i still have my discs in storage for excel and for word 1.0 as well. I believe it was a bit earlier than 89, sir. I seem to recall getting it in 85, but I am old, and forget things often. Will google, and get back with answers just to have them.

  2. ok; word and excel 1.0 were on Macintosh in 1985. Both were 1.0 versions. Just checked the history; much faster than rummaging through my old floppies! btw; i also had a 10 megabyte hard drive with my plus! state of the art back then!

  3. What a load of crap. I’ve been one of the “Apple Faithful” since 1980, and I’ve never felt like Apple gave two hoots about me. Their marketing was always aimed at “switchers.”

    How does this crap get published?

  4. Fred not only do you have the date wrong on Excel but it was preceded by Multiplan on the Mac in 84′ as the first GUI spreadsheet. Many a Mac was sold just to run it.

    John, the 10 megabyte HD was running as a big floppy. The first SCSI and second HD sold by Apple was 20 mb. Upgraded my 128k Mac to a Plus so I could run it. $1120 for that drive. People paid 2000 in the beginning to max out the ram on Mac Plus’ to 4mb. I held off till the price plummeted to 500 for 4mb.

  5. I still use the old Macs in the factory. I ran out of the old Mac Plus computers now. But, the old Macs keep the manufacturing valves and shipping going. We even have an old Image Writer II printing the 3 part packing lists to this day.

    We are once again getting another iMac this summer for the office. This time for the meeting room.

  6. “many hard-core users loved their machines so much, they replaced them at a much lower rate”

    That’s crap. They replaced them at a much lower rate because they could. The machines were superior in technology and quality – they lasted longer. That’s why they loved them so much.

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