Marketing Promotions Apple Inc.

1. Introductionto Marketing
Assignment4: Promotion
Please read the instructions for this assignment on the FSO platform before
completing this template. Type over the <Type here> prompts.
Student name: Jessica Gold
Part I - Favorite Product:
Restate your chosen product
from Assignment 1, Part I
MacBook Pro laptop/notebook
(15-inch, 2017)
A1707
Promotional piece:
[FULL HD] The New MacBook Pro OFFICIAL AD
https://www.youtube.com/watch?v=YDSR0q9GjFE
Explain how the
advertisement catches the
viewer’s eye and cuts through
the advertising clutter.
“A presentation is a strategic part of developing
marketing communication. The message and image
provide the concept and scope of the
communications. The presentation provides a
comprehensive communication that endorses the
value of the product” (Williams, , , & , "Promotion").
The Apple advertisement for the MacBook Pro is
amazingly done to draw the audience in. The
background music is dramatic and inspirational in
tone making the entire video feel like watching a
suspenseful movie that you keep your eyes from
wandering. The video zooms in on every feature of
the new MacBook Pro describing how the company
has continued to improve the MacBook Pro with
specific examples as the camera focuses in on the
specific details of the notebook that the speaker is

2. discussing with a crisp voice and clear tone that
excites the audience. It cuts through the
advertisement clutter by not feeling like an
advertisement, but merely a description of the
device, and how the specific features benefit the
consumer and make the user experience more
convenient and efficient. The speaker uses terms
consumers can understand and describes how each
piece of the computer benefits the consumer. The
video shows you exactly what the speaker/designer
is discussing so the viewer can experience
everything visually while they are listening. The
imagery in the video is what truly cuts through the
clutter with its stunning picture quality and simplicity.
The video isn’t cluttered with a ton of images or
words it uses the product to do the advertising.
Letting the product speak for itself creating a
connection to consumers with using ethos, pathos,
and logos. By making the video about how each
feature benefits consumers in a way they can relate
to it cuts through the confusion and clutter that can
easily occur in advertisements.
Identify the tagline, phrases,
and images that are used in
the advertisement.
“An exceptional speaker is proficient in techniques
that capture an audience’s attention, engages them
throughout the presentation, and leaves them with a
lasting message” (Williams, , , & , "Promotion").
The words the speaker uses are simple enough to
understand and sophisticated enough to give off the
image of a superior product of high quality. The

3. speaker in the video uses powerful words that
describe technology features in a way that makes it
hard to not want to rewind and listen again. The
speaker uses phrases such as, purposeful and
powerful features, whole range of features, more
responsive feel, we are introducing a new way to
experience your notebook, allowing you to work with
greater efficiency, seamless integration is truly
unique to Apple’s MacBook Pro, and more.
“More Phrases”
● We’ve continued to refine our keyboard design
to be more accurate and efficient
● We’re introducing a new way to interact
● Were once hidden and now visible easily
accessible and also customizable
● The most relevant controls
● Whole range of gestures
● Is the result of a collective obsession
● Each individual key is now lit by a single LED
▪ Discussing how features have improved
elegantly worded.
Images of the MacBook Pro from every angle,
zooming in on individual features like the keyboard,
screen, touchpad, and touchscreen bar. The video
describes and illustrates the product as if it was
being put together with each part of the device that
wouldn’t normally be seen within the computer being

4. displayed in an elegant manner in slow motion.
The video intentionally having certain parts in slow
motion to show the device, part, or feature more
vividly is a large part of their style in the
advertisement that catches the viewers attention.
Again drawing in professionals who care about
attention to detail, creative professionals, students,
and technology lovers.
("The new MacBook Pro - Design, Performance and
Features - Apple", 2016)
Using research to support
your claims, explain how at
least two of the
advertisement’s creative
choices (the music, actors,
copy, images, layout, design,
etc.) are appropriate for the
product’s specific target
market. (Include short or in-
text citations)
“Demonstrations, or the show and tell sell, have
proven to be a successful form of promotion for
many years. To prepare the way for future sales, the
marketer will assess the audience, the venue,
prospective customers, technical environment, and
more”.
The music is intense, dramatic, instrumental, almost
a buildup of the reveal for the product coming out.
The music goes along with the feel of an introduction
of something you want to see, similar to a tv or
movie trailer, or a suspenseful movie that you cannot
take your eyes off of. The music sets the tone,
making the viewer feel as if they are a part of
something amazing with just being able to visually
experience the new MacBook Pro from the video.

5. This feature of the advertisement certainly connects
well with creative professionals, artistic people,
especially creative professionals in the music or
video industry with illustrating what the Mac is
capable of producing.
("The new MacBook Pro - Design, Performance and
Features - Apple", 2016)
Images:
The images of the MacBook Pro were in high
definition, with crisp camera angles and coloring that
was bright and natural illuminating the screen
showing the powerful graphics the notebook is
capable of. The video also illustrates every piece of
the MacBook Pro as if it was being built in front of
your eyes, drawing in the technology and design
lovers while describing how they have improved
each piece to make the user experience more
efficient. The images and video quality help reinforce
the creative design elements the MacBook Pro
encompasses. The images being very colorful and
dramatic can reach creative professionals and
students through their powerful images, exciting
them with what the Mac could make them capable
of. Goal oriented and innovative people also part of
their target market for this product are reached with
the images demonstrating the power behind the
device seeing it as a tool to make themselves more
successful and drive them further with their goals.

6. Design
The design successfully illustrates the Mac’s artistic
creative capabilities with the advertisement video
drawing in it’s target market, creative professionals,
higher education students, business professionals,
technology and design lovers, while still maintaining
a style of simplicity and sophistication targeting to
consumers that care about a products public image
and can afford a high-quality device or who care
more about the features then the price tag. The
video design could be described as professional and
artistic reaching all of their market segmentations.
Clean lines and forms
Less is more philosophy
Simple, yet with an expressive spirit
The video starts out with a black screen (adding a
more dramatic/intense element to the advertisement
style) and has the words Jony Ive Chief Design
Officer fade in. It is simply done without flashy
colors, with the words in white and the name in bold.
Apple is well know for capturing a simple design that
doesn’t overwhelm the viewer. This advertisement
does just that successfully. The video has certain
visuals in slower motion when the designer is
discussing the features and how those features
benefit consumers. This adds an artistic design style
showing what is capable with artistic elements like
photography, and video making/editing with the Mac
drawing in their creative professionals, higher

7. education students who need a device to create
projects for assignments. The designer/speaker
even uses the words, “this results in an extremely
purposeful and powerful creative tool” while
displaying the MacBook Pro. ("The new MacBook
Pro - Design, Performance and Features - Apple",
2016).
The music in the video then increases a little with
more of an exciting tone and bright colors explode
on the notebooks screen to reinforce its powerful
retina display and its creative benefits to its target
market. ("The new MacBook Pro - Design,
Performance and Features - Apple", 2016).
The advertisement also reaches business
professionals who need these technology features to
be more successful and productive in their
businesses with multi-tasking abilities being a benefit
mentioned in the advertisement.
The design is uncluttered in appearance, simple in a
way that must have taken a lot of work to develop
making it simple enough for consumers to
understand such a sophisticated product. This
design appearance makes their product stand out as
a high quality and innovative notebook; while also
illustrating how much research and development
went into their product and its design making the
company appear knowledgeable and loving towards
their MacBook Pro which viewers connect well with
on an emotional and logical level. Business
professionals generally admiring organization and an

8. uncluttered appearance are able to view this video’s
design elements positively and appreciate its
simplistic style.
This advertisement demonstrates, “the deep
simplicity that comes from knowing the essence of
every product, the complexities of its engineering
and the function of every component. It’s not just
minimalism or the absence of clutter. It involves
digging through the depth of the complexity. To be
truly simple, you have to go really deep.” ("How
Steve Jobs' Love of Simplicity Fueled A Design
Revolution", 2012).
Where does the company
advertise? (Please be specific
and identify specific
publications, television
channels or websites.)
▪ Product placing
▪ Apple Website
▪ keynote
▪ Tv Commercials using TBWA/Chiat Day
advertising agency for their tv commercials
▪ Online (media content)
▪ Web ads
▪ Billboards & signage
▪ Media
▪ Word of mouth
▪ focusing on product design so relentlessly that
the product, as they say, “advertises itself.”
▪ Big on launch dates to build consumer’s
excitement for new products.
▪ Well known for their advertising slogan “Think

9. Different”
▪ Print advertisements (Newsweek and Time)
Many technology mainstream journalism sources
advertise for them through media such as Technica,
Engadget, Gizmodo, Daring Fireball,9to5Mac,
AppleInsider, MacIssues, MacRumors. Macworld,
etc..
▪ Apple released new commercial
advertisements for product launches during
the Super Bowl and Oscars all of which
brought in large viewer audiences.
▪ YouTube channel
Releases 4 new videos for its campaign Behind the
Mac. (Clover, Rossignol, Hardwick, & Broussard).
Often Apple chooses high profile launches for its
advertisements like the Oscars or super bowl. “The
first iPhone spot, "Hello," debuted during the 2007
Oscars. It showed the Apple logo, but not the iPhone
name -- Apple was battling Cisco over the rights.
That year, Apple reported an increase of $129
million in ad spending, to $467 million.” (Bergen. &
Bergen, 2014)
“In 1997, the year Steve Jobs returned as CEO, the
company successfully managed to rebrand Apple as
a product for independent thinkers.
Apple bought full-page ads in newspapers and
magazines with black and white images of
revolutionary thinkers including Albert Einstein,
Muhammad Ali, Gandhi, Bob Dylan, and Amelia
Earheart — next to the words "Think Different," and

10. an Apple logo.
It's viewed as one of the most successful ad
campaigns of all time, according to Tech Republic.”
(Business Insider, 2017).
Apple revealed one of its biggest marketing secrets
in federal court. The company relies heavily on free
product placement in television shows and movies.
Apple advertisement strategy relies heavily on this.
Some examples include the Mission Impossible
movies,…… Their products also found their way into
mainstream television shows, such as modern
family. (Bergen. & Bergen, 2014). Apple is iconic
enough to have its products advertised this way.
The company uses word of mouth advertising, also
heavily relying on the media to create buzz for its
products through positive reviews. “As digital media
expanded, Apple avoided a centralized strategy,
letting its videos proliferate across the web” (Bergen.
& Bergen, 2014). In a sense, Apple has
advertisements all over the web in articles with
reviews, feeds specifically on Apple/Mac content and
gossip news like, Mac Rumors,
https://www.macrumors.com/. (Clover, Rossignol,
Hardwick, & Broussard). There is also 9to5Mac,
https://9to5mac.com/page/2/ which features news
and reviews for Apple products, apps, and rumors.
“The provide breaking coverage for all things Mac.”
(Cao, et al., 2018). These websites have a strong

11. online presence with not only their websites, but their
social media presence with twitter, YouTube
channels, Facebook pages, etc... Apple doesn’t have
to develop or pay for this advertisement, which is
why they invest more heavily on research and
design letting their product features advertise for
them with consumers and the media reviewing their
products positively, creating a strong word of mouth
advertising tactic that is sure to reach technology
enthusiasts, business and creative professionals,
and students.
“One of Apple's employees works closely with
Hollywood on so-called product placement, so its
gadgets are used in movies and television shows,
Schiller said.
None of the tactics are a surprise. Anyone who has
ever watched a movie, or a TV show has seen
actors turning to their iPad and MacBook as props.”
(Edwards, 2012).
Apple ran noncommissioned, photos shot by iPhone
6 users as an advertising effort. Sourced from 77
photographers across 24 countries, the campaign
was a testament to the capabilities of the iPhone 6’s
camera – if it’s good enough to blow up on
billboards, it’s definitely good enough for you.
Using research to support These media vehicles effectively promote

12. your claims, explain why the
media vehicles were chosen
to reach the intended target
market. (Include short or in-
text citations)
empathy which connects consumers to their
advertisement, thereby emotionally connecting
their target to their product. These advertisement
media vehicles were particularly chosen to reach
the largest number of consumers in their target
market.
Apples target market for their MacBook Pro has
been defined as both males and females aged
between 20-45, upper- or middle-class
consumers that are generally business or
creative professionals or higher education
students. Their target market is also technology
enthusiasts, consumers appreciating design,
quality, and technology products and services
over their prices, creative, artistic professionals
in design, media, music, and marketing. “A
major target segment for Apple, according to an
August 2007 Silicon.com article, are developers,
photographers and creative professionals who
use its Mac Pro desktop, or MacBook Pro
notebook computers, designed for graphical
performance. In addition, Apple offers Final Cut
Pro, video editing software that's a standard for
many television and movie professionals.”
("Apple Segmentation, Targeting and
Positioning", 2018).
Apple’s software developed with design/artistic
professionals in mind is able to emotionally
connect well with many of their target segments.
One such advertisement that stands out from
researching Apple’s marketing is a commercial

13. they developed showing how using a Mac as a
portable studio allows Grimes (musician) to
make music on her own terms. The commercial
is also shared on their YouTube page. Behind
the Mac – Grimes video published June 14, 2018
is just one of their recent campaign videos for
Behind the Mac targeting specific audiences that
will connect with their content and what they can
offer to them. The YouTube video
https://www.youtube.com/watch?v=eRl5wi8JCnA
also states, “ Learn more about making music at
https://apple.co/2JCd4eH directing their target
market, and in general all consumers to their
apple website where they can learn more and
where Apple can advertise more with going into
further simplistic details, showing videos, and
powerful detailed images of their products. After
advertising and drawing consumers in with their
websites advertising, consumers are given the
option to purchase directly through their website
with financing options being available to them as
well.
Apple’s website is actually one of the company’s
most powerful forms of advertisement.
Consumers need to be able to visualize the
product, learn about it, and decide whether the
particular product fits what they are looking for.
Apple’s website does an amazing job of
illustrating and describing their features in terms
that consumers will understand, advertising how
each feature benefits them (their target market).

14. For example, instead of describing only how
many gigabytes the device has they will also
advertise something like, “holds 20,000 songs
for you to download and listen to”.
Commercials with celebrities using their
products for everyday household chores made
celebrities seem more human and allowed
consumers to connect to them better,
connecting them to the Apple product.
Consumers could then feel a deeper connection
with the product through their connection with
the celebrity, thinking that they may not be a
famous celebrity themselves, but they could use
the same phone that celebrities use. This fits in
with the benefits sought from the Mac’s target
audience, sense of achievement and belonging.
Apple is one of the first pioneers for selling experiences
rather than just products. They use this strategy with the
way they market. In the way their advertising focuses
not so much on features, but on why those features
matter to the customer.
Apple enhances their marketing strategy by
maintaining an air of secrecy around everything they
do, creating movie-like TV ads, hosting Keynotes
and product launches.

15. Part II - Techowear Wearable Technology Product:
Restate your new product’s
name from Assignment 1,
Part II
Time Traveler (smartwatch)
Promotional piece: Video advertisement:
https://www.youtube.com/watch?v=TQSLVFry9ss
“To the extent possible,the look and feel of the presentation should be
consistentwith thatof the companyor productimage.” (Williams,, , &
, "Promotion").
Using research to support
your claims, explain how at
least two of the
advertisement’s creative
choices (the music, actors,
copy, images, layout, design,
etc.) are appropriate for the
product’s specific target
market. (Include short or in-
text citations)
“This requires knowing the psychographics of the
target market. What interests them? How do they
earn a living? What are their habits? For a business,
what are their goals and objectives? Which
requirements have been defined? Once the needs,
desires, interests, or requirements of the target
market are understood, the marketer needs to clarify
how their product fits. That means understanding the
value proposition of the product or service as it
pertains to the target market.” (Williams, , , & ,
"Promotion").
Psychographic segment of my target market
includes consumers interested in mystery and
originality. The entire style of the advertisement has
a mysterious unveiling tone with the dramatic music
the fade in and out from a black background. The
images also give off a more mysterious vibe. I use
the phrase “A watch beyond time and travel” in the
beginning of the video to create this suspense. The

16. advertisement also seeks individuals (its target
market) that love originality, standing out in a crowd
by using descriptive words like stand out in the
crowd, track your fitness data like never before, a
watch like never before made.
The design is artistic with the way the images move
along the screen in slow motion, while the
voice/speaker is accelerated. The style is mysterious
with certain parts that give off a futuristic theme. The
ad also has pieces of the logo and product
packaging in different styles placed into the video to
create an entire branding experience for viewers.
According to Leading edge Marketing, “the look and
feel of the presentation should be consistent with
that of the company or product image” (Williams, , ,
& , "Promotion"). I feel this video advertisement
effectively goes well with the company and product
image.
The phrase run with greater piece of mind is used
when describing the GPS feature that can be used
to share your location with friends and family. To
reinforce these words, I have an image of a woman
running by herself with these words captioned below
it. This attracts runners, explorers, families, and
loved ones who have children going away to college
that they want to have an added security feature with
them at all times.
In the advertisement there is a business professional

17. checking his watch in the middle of a busy
intersection, there are athletic runners, young adults
that could certainly be seen as students, and
worldly, space like futuristic image with the space
traveler packaging rolling around in slow motion. All
of these images are relatable in different ways to
segments of my target market.
“The logo is a visual and graphical representation of
a company or product for all to see. A logo will
immediately or eventually embody the product or
company’s image.
The video advertisement featured the logo and the
packaging design to create further brand awareness
and connect the target market to the brand to get
more of a feeling of the product vision, style, and
target market. Feeling like a specific product was
designed for my needs would make it more desirable
to me; which is what this advertisement aims to do.
The advertisement is effective in reaching its target
audience as well because the presentation style tells
a story. It has clear grabber, message, and call to
action.
“The grabber appeals to the interests or
requirements of the target market.” (Williams, , , & ,
"Promotion").
The grabber in the video advertisement would be the
dramatic build up with the retro themed fast paced
logo piece barely recognizable and the words

18. beyond time and travel being seen and heard. The
build up continuing with the speaker stating that it’s a
watch like never before made. This drawing the
target audience in with suspense and intrigue.
The message of the advertisement being that this
multifaceted device will help business professional,
creative professional, students, and technology
enthusiasts be more productive and successful and
will help give consumers peace of mind with being
able to share their location with friends and family
while the video illustrates these words in order for
the viewer to connect to the words being said and
understand the message. The call to action used in
the video is to experience the time traveler. To try it
for yourself and stand out!
The content in the video pertains to the target
audience being informative, interesting, and
entertaining. According to Leading Edge Marketing,
“It should include information of value about the topic
of focus and demonstrate how it relates to the
product. This can be accomplished in several ways”
(Williams, , , & , "Promotion").
I chose important features to mention and illustrate
that consumers (target market) care about and
explained how those features will specifically benefit
them.

19. Where would you advertise
this product? (Please be
specific and identify specific
publications, television
channels or websites.)
I would advertise the Time Traveler through our
Techowear website, like Apple does with its website.
I would also make YouTube a major platform where
we advertised with commercials and through the
Techowear YouTube Channel where advertisements
would be posted, tutorials, and live product
launches.
I would invest in sponsoring a few College/ student
events and Business events.
I would also use social media contests to draw in
draw in college students, creative professionals, and
technology and design enthusiasts. This would also
help create buzz for media outlets to advertise for
the company and for more consumers to share our
advertisements with their friends and family.
Vacation resorts
Streaming services commercials/advertisements
TV commercials
**brand ambassadors at colleges to bring in more
college student consumers.
Product placement (where the device can be used
by creative or business professionals, students,
explorers, runners, technology lovers, sci-fi/history
channel lovers.
Giving products to celebrities/public figures/media
Collaboration with Netflix on product placement
Product launches Live at Techowear stores on

20. YouTube, Facebook, and Techowear Website.
▪ Billboards
▪ Newspapers like the USA Today, WSJ, NY
Times
▪ Forbes Magazine, Wired Magazine (online and
in print)
I would advertise commercials on Tv stations such
as, the History channel, SyFy, CNN, ABC, CBS,
CBS Sports, MSNBC, MTV, FreeForm, CW, NFL
network, TNT, TBS, USA, FX, ESPN, Fox business
network. These channels would be best for targeting
business professionals, college students, creative
professionals, athletes, explorers, people interested
in historical and supernatural topics for
entertainment, consumers who like to stand out and
be original, and more.
Additionally, I would use social media to reach my
target audience.
▪ Twitter
▪ Facebook
▪ Instagram
▪ Pinterest
Using research to support
your claims, explain why you
chose these media vehicles to
reach the intended target
According to Leading Edge Marketing, “Relevant
information about the product should be presented
succinctly and, in a format, that the audience can
easily understand. The information about the product

21. market. (Include short or in-
text citations)
should be comprehensive but not overwhelming.”
(Williams, , , & , "Promotion"). These media vehicles
will be able to successfully reach large audiences in
a platform that will be simplistic in a format viewers
can understand, yet powerful enough to emotionally
connect with its target market.
Popular forms of communication and entertainment
will reach large audiences, and by adjusting our
advertisements to what our target market wants
Techowear can affectively draw audiences in,
explain what their products message is, and their
call to action to bring in sales and profit.
Creative professionals would likely use YouTube,
making it a perfect advertising channel to reach my
target market. Artistic creative people often use
YouTube as a source of inspiration or a way to
spread their own work and network with others.
YouTube will also work as a great source to reach
business professionals who often look up tutorial
videos or take breaks from long business hours to
find a quick release with watching/listening to
something entertaining. Students of course do the
same with needing study breaks, listening to
YouTube playlists, watching tutorials, posting their
own content, or creating academic projects with
YouTube.
I have personally fit into multiple segments of my
target market at different times in my life and have

22. used YouTube for as long as I can remember.
“An idea or message is usually communicated
through words, pictures, or sounds.” Newspaper
advertisements and product collateral use words and
pictures to deliver messages.
I would use newspapers and magazines such as
WSJ, USA Today, NY Times, Wired, and Forbes
magazine to attract business and creative
professionals, technology enthusiasts, explorers,
and innovators.
“The promotion must close the gap—to convincingly
explain why the prospect should buy.” (Williams, , , &
, "Promotion").
Wired focuses on technological innovations and how
they affect the world. Being featured in the magazine
being able to explain how the Time traveler impacts
the world would be a perfect way to attract our target
market with explaining how our product benefits
them.
“Television commercials and radio spots add the
element of sound. When the opportunity presents
itself the two other senses, the ability to smell and
touch, might be invoked to convey a message.”
(Williams, , , & , "Promotion"). I would use specific tv
channels to reach my target audience based on their
interests and concerns using both demographics
and psychographics to determine those channels.

23. Some channels would include SyFy, History, CNN,
MSNBC, FOX, FOX Business, ABC, CBS, CBS
sports, FreeForm, FX, TNT, TBS, etc…
“A promotional idea is the reason the prospective
customer should purchase, or consider purchasing,
the product. The purpose of the message is to
implant that idea in their mind.” (Williams, , , & ,
"Promotion"). With running promotions in areas
where portions of my target market is like Colleges,
or areas they spend a lot of time on like Facebook,
Twitter, and Instagram I can create excitement over
the product and have my target market share the
advertisements/promotions with others who would
be interested, eventually creating strong word of
mouth and media to advertise the Time Traveler for
the company.
I feel these advertisement channels will also aide in
creating a stronger brand with displaying the logo
with advertisements creating a more visual
connection to the product on tv, newspapers,
magazines, billboards, social media and more.
“The logo is a visual and graphical representation of
a company or product for all to see. A logo will
immediately or eventually embody the product or
company’s image.”
I would use vacation resorts to reach my target

24. market with their families. I would advertise it as a
waterproof masterpiece perfect for family fun in the
sun and water. A way to stay connect and safe when
in crowded fun vacation areas or when one family
member wants to do something close by that
another doesn’t want to do. I feel this channel
specifically highlights one of the products main
features (waterproof) to draw in specific audiences
that care about this feature.
Lastly, I would use product placement and develop a
partnership with Netflix with trends in cord cutting
and the direction of streaming tv and movies is
continuing to head to reach large target audiences
and create a stronger branding image for
Techowear. Apple proved how effective this
advertising strategy is and the advertising simplicity
that consumers love.
All of these specific advertising channels will
effectively reach the Time Traveler’s target market,
reaching large segments using consumers
demographics and psychographics and explaining
how the product benefits them specifically, or
displaying a powerful visual image of the product or
logo that audiences connect with and that also is
simplistic in design similar to Apple’s advertising
strategy.
Time Traveler’s target market use these media
vehicles in their everyday life making the specific

25. advertising channels effective with reaching them.
References:
A. (2016, October 27). The new MacBook Pro - Design, Performance and Features - Apple.
Retrieved August 20, 2018, from https://www.youtube.com/watch?v=WVPRkcczXCY
Bergen., M., & Bergen, M. (2014, September 08). A History of Apple's Product Launch
Marketing. Retrieved August 25, 2018, from http://adage.com/article/media/a-history-apple-s-
product-launch-marketing/294843/
Business Insider. (2017, February 25). The best Apple ad from each year since its 1984 Super
Bowl hit. Retrieved August 20, 2018, from https://www.businessinsider.com/apple-history-
through-advertising-40-years-anniversary-2017-2#2006-get-a-mac-23
Cao, P., Benjamin, J., Mayo, B., Potuck, M., Hall, Z., & Sponsored Post. (2018, August 24).
Peter Cao. Retrieved August 25, 2018, from https://9to5mac.com/page/2/
Clover, J., Rossignol, J., Hardwick, T., & Broussard, M. (n.d.). Mac Rumors: Apple Mac iOS
Rumors and News You Care About. Retrieved August 24, 2018, from
https://www.macrumors.com/
Edwards, J. (2012, August 05). Apple's Biggest Marketing Secret Was Revealed In Federal
Court. Retrieved August 25, 2018, from https://www.businessinsider.com/apples-biggest-
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