Apple's Marketing Campaigns: From 'Get A Mac' to 'Why You'll Love a Mac'

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Background Note Apple, initially called Apple Computers Inc., was established on April 1, 1976, and incorporated on January 3, 1977, as a maker of personal computers. By 1980, the company had netted over US $100 million and had 1000 employees... Apple's Advertising Right from its inception, Apple had been known for its innovative advertising campaigns. It used advertising as one of the most important parts of its marketing strategy. Most of the advertisements were targeted at people who were creative and who adopted technology early...

At a time when Apple was experiencing good success with the iPod, the share of Macs was falling and had reached a new low by the year 2006. For the first quarter of 2006, Apple's share of global computer PC shipments had fallen to a mere 2 percent...

The 'Get a Mac' campaign had positive results for Apple in terms of reviving the sales of Macintosh computers. Analysts said that the campaign had succeeded by grabbing the attention of those consumers who had never been sure of the alternatives to PCs that were available

Though many analysts appreciated the innovativeness of the new campaign, there was some criticism directed at it as well. Most of the criticism surrounding the campaign was with regard to its goals...

After the end of the 'Get a Mac' campaign, Apple started another new campaign on its website called 'Why you'll love a Mac'. The campaign's tagline was, ‘Make the ultimate upgrade. To a Mac'...

Though the 'Get a Mac' campaign was considered a success, it did not manage to increase the market share of Mac substantially. Windows continued to have more than 90 percent of the OS market even in 2010...

Exhibit I: Images from the Get a Mac Campaign
Exhibit II: List of Advertisements from the 'Get a Mac' Campaign
Exhibit III: Brief Description of Some of the Best "Get a Mac" Ads
Exhibit IV: Key Financials of Apple from 2006 to 2010 (In US$, Millions)
Exhibit V: Why You'll Love a Mac

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