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The Macintosh Marketing Story: Fact and Fiction, 20 Years Later

Mike Murray, Mike Boich, Andrea (Andy) Cunningham, Joanna Hoffman, Guy Kawasaki, and Steve Scheier

Thursday, January 22, 2004

Reception for members and invited guests - 6:00 PM
Member and invited guest seating begins - 6:30 PM
Pre-registered non-member seating begins - 6:45 PM
Genereal seating - 6:55 PM
Lecture - 7:00 PM
Event ends promptly - 9:00 PM

Priority seating for members, invited guests, and
pre-registered lecture attendees will be honored until 6:55 PM.
At 6:55 PM, seats will be released on a first come first served basis.

Watch the Video!
Full Lecture - The Macintosh Marketing Story
The_Macintosh_Story_012204.wmv - 230MB
(Right Click and save file if you're experiencing trouble viewing while downloading)
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Computer History Museum
Hahn Auditorium
1401 N Shoreline Boulevard
Mountain View, California 94043

Registration is now closed.

Call (650) 810-1898 for information.

It was the autumn of 1983. Business Week magazine had an IBM personal computer on its cover, with the ominous words, And the winner is...IBM.

Apple Computer was in a world of hurt. The Apple II had lost its competitive edge. The Apple III was a sales disappointment and the Lisa, introduced in January 1983, was a financial failure.

Great expectations were being placed on the Macintosh, scheduled to launch on January 24, 1984. Yet there was skepticism both in and outside the company.

There was no hard disk support. The screen was too small and it wasn't in color. There was limited software. And the price was very high -- ,495.

Yet this was indeed the computer for the rest of us. The engineers knew it. The software guys knew it. And Steve Jobs knew it.

The challenge for the Mac Marketing Team was simple: They had to establish and hold a beachhead. Or else they and the product would die.

The introduction of the Macintosh computer launched a comprehensive and integrated approach to high-tech marketing. Much of what was highly innovative in 1984 is now standard fare for all product introductions.

Join us as six key members of the Macintosh launch team tell the inside stories behind one of the most insanely great product launches of all times.

There will also be a special Macintosh Computer display set up at 6:00 PM.

The Computer History Museum offers a variety of membership levels. To find out more, please visit our individual membership or call 650-810-2722.


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