| Cult of Mac

Today in Apple history: Brilliant ad campaign turns switcher into unlikely star

By

Apple's
Apple's "Switch" ad makes Ellen Feiss internet famous.
Photo: Apple

June 9: Today in Apple history: Ellen Feiss becomes an unlikely star thanks to Apple's Switch ad campaign June 9, 2002: Apple launches its “Switch” advertising campaign, featuring real people talking about their reasons for switching from PCs to Macs. Apple’s biggest marketing effort since the “Think Different” ad campaign a few years earlier, it turns 15-year-old high school student Ellen Feiss into an unlikely star.

She becomes a viral sensation after viewers suggest she was stoned during filming of her sleepy-eyed “Switch” spot about a homework-devouring PC.

Today in Apple history: Mac clone-maker peaks before a dizzying decline

By

Power Computing clone Macs sounded like a good idea at first.
Power Computing's clone Macs were built for speed.
Photo: Antnik

June 4: Today in Apple history: Mac clone-maker Power Computing peaks, begins rapid decline June 4, 1997: Mac clone-maker Power Computing hits its high point — but it’s also the beginning of the end.

Power Computing’s boss reaches an agreement with Apple CEO Gil Amelio concerning the forthcoming Mac OS 8. The deal allows the company to start making moves toward an IPO as the fastest-growing PC company of the decade. Things don’t turn out very well, though.

Today in Apple history: First-gen iPad rolls out around the world

By

iPad
Were you a first-gen iPad customer?
Photo: Apple

May 28: Today in Apple history May 28, 2010: Customers across Europe and Asia queue up to buy the iPad when Apple’s new tablet finally rolls out internationally.

The reason for the gap between the iPad’s U.S. launch in early April and its international debut more than a month later? Unexpectedly large demand for the groundbreaking device.

Today in Apple history: Steve Jobs says Apple is being run by ‘caretakers’

By

1984
Steve Jobs thought ditching ad agency Chiat/Day proved Apple had lost its creative mojo.
Photo: Apple and Chiat/Day

May 27: Today in Apple history: Steve Jobs says Apple is being run by caretakers May 27, 1986: An exiled Steve Jobs takes a shot at Apple after the company ditches Chiat/Day, the ad agency that created the iconic “1984” Macintosh ad.

In a full-page ad published in The Wall Street Journal, Jobs says the move to competing ad agency BBDO shows that “caretakers” rather than “builders” now run Apple. From his perspective, it confirms that Apple has lost its revolutionary spirit.

Today in Apple history: Apple becomes world’s most valuable tech company

By

Apple is worth more than the entire US energy sector combined
It was a big day for Apple!
Photo: Ste Smith/Cult of Mac/401Calculator

May 26: Today in Apple history: Apple worth more than Microsoft for first time May 26, 2010: In a massive milestone, Apple passes Microsoft to become the world’s most valuable technology company.

The changing of the guard proves particularly amazing given that, just 15 years earlier, Apple looked close to dead, while Microsoft dominated the tech world thanks to Windows.

Today in Apple history: Apple probes Foxconn suicides

By

Apple faces criticism for conditions on the iPhone production line in Foxconn factories.
Apple faces criticism for conditions on the iPhone production line.
Photo: SACOM Hong Kong/Flickr CC

May 25: Today in Apple history: Apple investigates Foxconn suicides May 25, 2010: Apple opens an investigation into a string of suicides at Foxconn, its Chinese manufacturing partner.

After reports of a ninth death at a Foxconn factory, Apple says it is “independently evaluating” Foxconn’s response. Cupertino vows to take a long, hard look at the facilities that manufacture its products. It’s a tough challenge for Apple to deal with — and Steve Jobs’ controversial comments don’t exactly help.

Today in Apple history: Steve Jobs attempts a boardroom coup

By

Jobs
Sadly for Steve, things didn't work in his favor.
Photo: Esther Dyson/Flickr CC

May 23: Today in Apple history: Steve Jobs attempts a boardroom coup May 23, 1985: Bitter about being ousted from his position running the Macintosh division, Steve Jobs attempts to stage a coup to seize control of Apple from CEO John Sculley.

The 30-year-old Apple co-founder plans to overthrow Sculley while the CEO is away on a business trip in China. Unfortunately for Jobs, he makes a critical mistake when he tries to recruit the support of Apple executive Jean-Louis Gassée, who informs Sculley of the plot.

It’s the beginning of the end for Jobs’ first tenure at Apple.

Today in Apple history: Newton spins off as its own company

By

The Newton MessagePad 2000 brought many upgrades to Apple's doomed PDA line.
Things were looking up for the Newton MessagePad. Until they weren't.
Photo: iFixit

May 22: Today in Apple history: Apple spins off Newton Inc. May 22, 1997: Apple spins off its Newton division. The new company’s first job? Selling the MessagePad 2000 PDA.

Newton Inc. also has a mandate to develop new technologies and market existing ones. “We have a solid business plan and a strong management team in place to optimize the value of Newton technology for corporate users and take Newton technology into a new era,” says Sandy Benett, former vice president of Apple’s Newton Systems Group and chief operating officer of the new venture.

Instead, it turns out to be the beginning of the end for the ahead-of-its-time Apple PDA.

Today in Apple history: Apple’s ‘Get a Mac’ campaign comes to an end

By

Mac vs. PC
This was one of the best ad campaigns in Apple history.
Photo: Apple

May 21: Today in Apple history: Apple's Get a Mac ad campaign comes to an end May 21, 2010: Apple quietly ends its award-winning “Get a Mac” marketing campaign.

Debuting in 2006, the ads starred actor Justin Long as the cool, youthful Mac. Comedian John Hodgman portrayed the stuffy, awkward PC. Alongside the “Think Different” and iPod “Silhouette” campaigns, “Get a Mac” will become one of the most fondly remembered extended advertising blitzes in Apple history.

Today in Apple history: The world’s first Apple Stores open their doors

By

Apple Store
How the Tysons Corner, Virginia store appeared on day one.
Photo: Apple

May 19: Today in Apple history May 19, 2001: Apple revolutionizes the world of computer shopping by opening its first two Apple Stores. Located in Tysons Corner, Virginia, and Glendale, California, the new outlets represent the culmination of a long-term dream for Apple.

A couple of decades later, Apple will expand its retail operations to include 525 stores in 26 countries and regions around the world. Like virtually every other brick-and-mortar store, they will face challenges during the COVID-19 pandemic that started in 2020. However, they remain some of the most profitable retail outlets anywhere on a dollars-per-square-foot basis.