Gary Potter reminisces about his time working in marketing for Apple UK in the 1980s. He discusses how Apple UK grew from being a small distributor (Microsense) to directly being owned by Apple Inc. Vertical marketing targeting specific industries like education was very successful. The launch of the Macintosh in the UK required designing a brochure that would appeal more to a British audience. Software development established the Mac's place in publishing and design industries. Through passion and creativity of employees, Apple UK became one of Apple's top performing markets outside of the US.
The purpose of the presentation is to discuss some management principles learnt in-class to assess Dollarama. In this presentation, functional departmentalization, SWOT Analysis and Social responsibility were looked into.
This was also a requirement for "Introduction to Management MGT-1000-Y. 2013
TalentWeek™ Presentation - Tesla - Louis Efron and Juliana BednarskiQualtrics
Check out the presentation on-demand at TalentWeek.com.
Louis Efron
Head of Global Employee Engagement
Tesla
Award winning HR executive, entrepreneur, writer, and coach. Founder of World Child Cancer USA.
Juliana Bednarski
Associate HR Business Partner
Tesla
Focuses on purpose-driven engagement, and compassionate talent management through recruiting, interviewing, and training.
The following deliverables are carried out:-
1. Brief Overview on UBER
2. Environmental Forces that influences organization n vice-versa.
3. Macro Environment and Competitive Environment
4. Decision Making in UBER
5. Pros and Cons of Group-Decision Making
6. Procedure for making group decisions
7. Encouragement Methods for Creative Decisions
Social data is just one part of a rich tapestry of data available to brands, none of which should be viewed in silo for anyone seeking to really know their customer. The opportunities for joined-up consumer insight are huge, however data integration also presents considerable challenges. In this session we'll explore how social data can compliment and enhance other data in the research mix and how themes discovered through social can be further explored through data integration.
E book - Hiring tool kit for Smart RecruitersTalview
Talview E-book for recruiters gives a complete working tool kit for recruiters for a better and quality hiring. The E-book is divided into brief Six chapters where it gives complete information about the innovative change in the Talent Acquisition Department.
The Numbers Magic (Amsterdam Node Meetup Presentation)icemobile
An Amsterdam Node Meetup presentation by Luca Maraschi on December 16th 2014:
NaN is a Number and (0.1 + 0.2 === 0.3) is not true!JS, and so node.js, are infamous for their number’s management, but are we all right about this? Do we know where this come from? Is it fixable? Can we?
An historical odyssey (excursus) from the origin of floating point calculation till modern languages, which will take us analysing the real business value of IEEE754 and floating point precision, with real case scenarios and their resolution in production.
Want to land a sweet tech job? But not sure how to break in? Discover the seven secrets that took me from teaching kindergarten to landing jobs at Apple, LinkedIn, and startups!
In case you wish to be considered a perfect employee in your organization, try avoiding these seven deadly sins by Employees.
Read more interesting content, at www.thecareermuse.co.in - We intend to inform and inspire recruiters, job seekers and anyone with an interest in the workplace and HR technology.
Hope you enjoyed reading the Infographic.
Feel free to share your feedback with us at @CareerBuilderIn
This is a presentation from a introductory machine learning workshop that I conducted. This was held as a part of run up to Fifth Elephant 2014, a conference on big data and analytics.
The purpose of the presentation is to discuss some management principles learnt in-class to assess Dollarama. In this presentation, functional departmentalization, SWOT Analysis and Social responsibility were looked into.
This was also a requirement for "Introduction to Management MGT-1000-Y. 2013
TalentWeek™ Presentation - Tesla - Louis Efron and Juliana BednarskiQualtrics
Check out the presentation on-demand at TalentWeek.com.
Louis Efron
Head of Global Employee Engagement
Tesla
Award winning HR executive, entrepreneur, writer, and coach. Founder of World Child Cancer USA.
Juliana Bednarski
Associate HR Business Partner
Tesla
Focuses on purpose-driven engagement, and compassionate talent management through recruiting, interviewing, and training.
The following deliverables are carried out:-
1. Brief Overview on UBER
2. Environmental Forces that influences organization n vice-versa.
3. Macro Environment and Competitive Environment
4. Decision Making in UBER
5. Pros and Cons of Group-Decision Making
6. Procedure for making group decisions
7. Encouragement Methods for Creative Decisions
Social data is just one part of a rich tapestry of data available to brands, none of which should be viewed in silo for anyone seeking to really know their customer. The opportunities for joined-up consumer insight are huge, however data integration also presents considerable challenges. In this session we'll explore how social data can compliment and enhance other data in the research mix and how themes discovered through social can be further explored through data integration.
E book - Hiring tool kit for Smart RecruitersTalview
Talview E-book for recruiters gives a complete working tool kit for recruiters for a better and quality hiring. The E-book is divided into brief Six chapters where it gives complete information about the innovative change in the Talent Acquisition Department.
The Numbers Magic (Amsterdam Node Meetup Presentation)icemobile
An Amsterdam Node Meetup presentation by Luca Maraschi on December 16th 2014:
NaN is a Number and (0.1 + 0.2 === 0.3) is not true!JS, and so node.js, are infamous for their number’s management, but are we all right about this? Do we know where this come from? Is it fixable? Can we?
An historical odyssey (excursus) from the origin of floating point calculation till modern languages, which will take us analysing the real business value of IEEE754 and floating point precision, with real case scenarios and their resolution in production.
Want to land a sweet tech job? But not sure how to break in? Discover the seven secrets that took me from teaching kindergarten to landing jobs at Apple, LinkedIn, and startups!
In case you wish to be considered a perfect employee in your organization, try avoiding these seven deadly sins by Employees.
Read more interesting content, at www.thecareermuse.co.in - We intend to inform and inspire recruiters, job seekers and anyone with an interest in the workplace and HR technology.
Hope you enjoyed reading the Infographic.
Feel free to share your feedback with us at @CareerBuilderIn
This is a presentation from a introductory machine learning workshop that I conducted. This was held as a part of run up to Fifth Elephant 2014, a conference on big data and analytics.
Faire d’internet un véritable outil commercial dans le tourismePhilippe Fabry
Intervention à un forum sur le e-marketing dans le secteur touristique, organisé le 14 Octobre 2009, à La Rochelle, au salon de l’entreprise. Quelques éléments simples de cadrage dans l'etourisme et un zoom sur le secteur de l'hôtellerie.
Social Media is no longer optional. CPAs are using social media to stay on top of major trends, increase their recognition in markets, and being recognized as thought leaders. This preso is from a special 4 hour session at MACPA's Beach Retreat on July 3rd, 2010 in Ocean City, MD
I have presented these slides at the Energy Harvesting 2013 event funded by the EPSRC in London in March 25th.
This contains Morgan's involvement in developing a piezoelectric based commercial solution for the emerging energy harvesting technology.
APRIL 22, 2013, 1123 P.M. After a hectic day, an exhausted .docxaryan532920
APRIL 22, 2013, 11:23 P.M. After a hectic day, an exhausted Tim Cook is arriving back at Apple’s headquar-
ters in Cupertino, California. The Apple CEO is trying to find some quiet time to look over the day’s events and
handle some e-mails. Having joined Apple in 1998 as Senior Vice President of Worldwide Operations, Cook had
been appointed CEO based on the recommendation of Steve Jobs, who lost his battle with cancer a few weeks
after resigning from the top spot in August 2011. Cook had been filling in as CEO while Jobs had been on medical
leave. Cook was a low-profile, but high-impact executive at Apple who was responsible for restructuring Apple’s
supply chain, which had allowed Jobs to focus on high-profile product launches. Moreover, Apple’s now super-
efficient supply chain also increased its profitability tremendously.
Steve Jobs had led Apple through a period of innovation that saw the introduction of category-defining prod-
ucts such as the iPod, iPhone, and iPad and disruptive business models complementary to those products, such
as the Apple Retail Store and the iTunes online store. iTunes had started by selling music for Apple’s iPods and
later expanded into books, movies, television shows, and applications for all of Apple’s iOS devices. Apple’s
competitive advantage under Jobs was the ability to continually innovate, but Cook couldn’t help but wonder if
such success was sustainable, especially without Jobs.
Just the previous September, to great fanfare and expectations, Apple had launched the new iPhone 5. In his
presentation to an exuberant crowd of loyal Apple devotees in San Francisco’s Moscone Center that day, Cook
had highlighted Apple’s great performance by focusing on its retail stores and the sales of Mac notebooks and
iPads. In particular, Cook had emphasized the performance of Apple’s 380 retail stores in 12 countries around the
world. 1 An astounding 83 million people had visited Apple retail stores in the preceding quarter, which equates to
almost one million people a day, on average. In addition, he had stated that Apple ranked number one in notebook
sales in the United States, with 27 percent market share. That represented a notebook sales growth of 15 percent a
year. Cook had also commented on the iPad, crediting it with creating a post-PC revolution. Having sold
17 million iPads between April and June 2012, Apple claimed 68 percent market share in tablet computers. In
addition, the iPad accounted for 91 percent of web traffic by all tablets, which Cook attributed to the then over
700,000 iOS applications (apps) available to Apple users. A whopping 94 percent of Fortune 100 companies had
begun deploying Apple iPads in the workplace, many with customized apps to provide enterprise-specific busi-
ness solutions. “To put this achievement in some perspective, we sold more iPads than any PC manufacturer sold
of their entire PC lineup,” Cook said. 2 By June 2012, Apple had sold a total o ...
APRIL 22, 2013, 1123 P.M. After a hectic day, an exhausted .docxShiraPrater50
APRIL 22, 2013, 11:23 P.M. After a hectic day, an exhausted Tim Cook is arriving back at Apple’s headquar-
ters in Cupertino, California. The Apple CEO is trying to find some quiet time to look over the day’s events and
handle some e-mails. Having joined Apple in 1998 as Senior Vice President of Worldwide Operations, Cook had
been appointed CEO based on the recommendation of Steve Jobs, who lost his battle with cancer a few weeks
after resigning from the top spot in August 2011. Cook had been filling in as CEO while Jobs had been on medical
leave. Cook was a low-profile, but high-impact executive at Apple who was responsible for restructuring Apple’s
supply chain, which had allowed Jobs to focus on high-profile product launches. Moreover, Apple’s now super-
efficient supply chain also increased its profitability tremendously.
Steve Jobs had led Apple through a period of innovation that saw the introduction of category-defining prod-
ucts such as the iPod, iPhone, and iPad and disruptive business models complementary to those products, such
as the Apple Retail Store and the iTunes online store. iTunes had started by selling music for Apple’s iPods and
later expanded into books, movies, television shows, and applications for all of Apple’s iOS devices. Apple’s
competitive advantage under Jobs was the ability to continually innovate, but Cook couldn’t help but wonder if
such success was sustainable, especially without Jobs.
Just the previous September, to great fanfare and expectations, Apple had launched the new iPhone 5. In his
presentation to an exuberant crowd of loyal Apple devotees in San Francisco’s Moscone Center that day, Cook
had highlighted Apple’s great performance by focusing on its retail stores and the sales of Mac notebooks and
iPads. In particular, Cook had emphasized the performance of Apple’s 380 retail stores in 12 countries around the
world. 1 An astounding 83 million people had visited Apple retail stores in the preceding quarter, which equates to
almost one million people a day, on average. In addition, he had stated that Apple ranked number one in notebook
sales in the United States, with 27 percent market share. That represented a notebook sales growth of 15 percent a
year. Cook had also commented on the iPad, crediting it with creating a post-PC revolution. Having sold
17 million iPads between April and June 2012, Apple claimed 68 percent market share in tablet computers. In
addition, the iPad accounted for 91 percent of web traffic by all tablets, which Cook attributed to the then over
700,000 iOS applications (apps) available to Apple users. A whopping 94 percent of Fortune 100 companies had
begun deploying Apple iPads in the workplace, many with customized apps to provide enterprise-specific busi-
ness solutions. “To put this achievement in some perspective, we sold more iPads than any PC manufacturer sold
of their entire PC lineup,” Cook said. 2 By June 2012, Apple had sold a total o ...
This file includes the Top 10 Marketing Campaign by Apple wich includes "1984" Super Bowl, THINK DIFFERENT, GET A MAC, SWITCH, APPLE iPOD CAMPAIGN, DIGITAL HUB, DO NOT DISTURB, FACE TIME EVERYDAY, MUSIC EVERYDAY, PHOTO EVERY DAY,
Presentation Description:
These Slides is helpful for all my FRIENDS who want to make a Final Project on any Multinational Company. If you are Impressive from my slides then should be contact with me my E-mail RIASATMINHAS@YAHOO.COM and Contact No 923044164216. I wait your suggestions.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
3. 3
After recently lecturing to a class of 16
and 17 year old students memories of
35 years ago flooded back to me.
I was talking about the ‘old’ and
‘new’ ways of designing and creating
brochures and advertising material.
One of the female students posed the
question: “which do you prefer, the
‘old’ or the ‘new’?” It made me ponder!
Casting my mind back to 1st October
1980 - I entered the upstairs offices
of Microsense Computers, Finway
Road, Hemel Hempstead - the Sole UK
Distributor for Apple Computer. The
first person I met was Gill Underwood,
Admin and Personnel Manager. I
never realised at that moment, I would
be renting a room from her for the
next 12 months!
microsense
computers limited
Sole UK Distributor for Apple Computer
garypotter@sizzleonline
4. 4
I felt like Billy Elliot, coming from a working
class, industrial town in the Black Country,
I had very little knowledge of micro
electronics and only an awareness of what
an Apple Personal Computer could do. I’d
had a fantastic job at JCB until Margaret
Thatcher wiped the smile off my face, so
seeking employment I made the brave move
to the Home Counties, joining Microsense.
A completely different culture to the life
style back in the Midlands. People seemed
to have ‘money’!! A one bedroom flat on
Woodall Farm, Hemel was £22,000 – you
could buy a mansion for that in Walsall!
Microsense was a small business, I was the
21st employee, joining Stephen Brewer and
a young lady called ‘Cherry Watret’ in their
Marketing Department.
5. 5
Two brothers, Stephen and Mike Brewer,
raised a substantial amount of capital
by remortgaging their homes to start
Microsense in 1979, having visited a
major computer fair in New York and
doing a deal with Steve Jobs. They
identified the potential of Personal
Computers and purchased 60 units
from Apple Computer Inc. Brought
the PC’s back to the UK, converted
the Power Supplies to 240 volts and
sold them through their existing dealer
network. The Brewers already owned
a computer peripherals company ‘Data
Efficiency’ and they could use their small
network of dealers to help market these
revolutionary desktop products.
After selling the initial 60 Apple II’s,
a further 60 were purchased from
California and sold again. From then on,
the consignments got bigger!
Stephen Brewer, Gary Potter,
Mike Spring and Hugh Chappell
Microsense and Apple UK
1979 - 1985
6. 6
Apple - The Brand
Jobs and Wozniak had used the name
‘Apple’ to create a brand for their
company. The word ‘Apple’ is a non
specific word used in everyday English
grammar, available for everyone to use,
unlike specific words like Nike, Sony or
Dyson, for example.
This was a wise move by Jobs and
Wozniak because the word ‘Apple’ could
be related to the iconic Beatles record
label owned by Apple Records (Apple
Corps. Ltd)*.
I would say that naming the company
‘Apple’ helped extensively in making
Apple Computer Inc. a success, because
the name was iconic, it was familiar, it
had trust, and everyone liked John, Paul,
George and Ringo.
7. BRAVE NEW WORLD
It also had retail connotations because
in 1976, 45 rpm and 33 rpm black plastic
records were purchased in the High
Street. ‘Apple’ worked, it made people take
notice, and it already had ‘trust’. A brilliant
move!
Combine this brand with the Apple
II product, which was a workhorse; it
was reliable, it had expandability, it was
versatile and adaptable. In addition,
there was a huge range of software and
hardware products available. It was the
combination of these qualities which
established it within the marketplace
during those very volatile and precarious
early days. Remember – at that time the
public were only just getting used to hand
held calculators!!
7
10. 10
During these early days, it was the shear
passion and spirit of the employees,
combined with their imagination, creativity,
hard work, determination and camaraderie
that helped the Apple UK operation expand
and fight off major competition from
IBM, Apricot, Hewlett Packard, Compaq,
Amstrad and the BBC Micro.
The excellent working relationships
between directors and employees was
remarkable, continuously working together
on exhibition stands and at dealer shows.
Outside of the US, compared to countries
like Germany and France, Apple UK was the
highest performer in terms of Apple II sales
and software development. By 1982 we had
helped Apple Computer Inc. achieve over
$1 Billion in sales.
competition!
11. 11
The first Apps!?
While the ‘Freddie Laker and Patrick
Lichfield’ campaigns were attracting
general interest, working alongside this,
one of our most successful marketing
strategies was ‘Vertical Marketing’.
This is based on taking a product which
the average consumer doesn’t normally
relate to, in our case Personal Computers
which were not fully understood in 1981,
and make it appeal to consumers in a very
specific business sector, which in turn
creates strong interest and sales.
Apple dealers supported this and they
developed software for applications such
as small business accounting, building
& construction, dentistry, industrial
applications, the medical profession,
farming and agriculture.
12. 12
Apple Software
Catalogue
One of my main responsibilities involved
the creation of the Apple Software
Catalogue, liaising with the Dealer
Network and software developers to
keep it up-to-date, creating the design
and artwork, organising the printing and
distribution to the dealer network.
The Catalogue helped drive the Vertical
Marketing campaign, gave us an
edge over competitors and was used
extensively at all major events such as
seminars, exhibitions and dealer shows.
Companies like Jarman Systems,
Lakeland Computer Systems, Computech
Systems and Dewco Information Systems
flourished as a result.
Software -
the life and
soul of the
computer,
enables the
hardware
to become
a fully
functional,
practical
working
tool.
13. 13
Apple in Education
The biggest vertical market sector
was ‘Education’, so in 1980 a specialist
UK Education Department was set
up, headed by Dave King (Microsense
and Apple UK) and supported by Jon
Covington, Apple Computer Inc.
Barry Holmes, former Head Teacher
at St. Helens County Primary School in
Cambridgeshire sums it up, “In the late
seventies, when personal computers
were really establishing themselves in the
business world, I became interested in
their value to education. I sat down with
my Deputy and examined the idea of how
one could help us. We then examined the
various products on the market, compared
each one’s merits, and finally made the
decision to buy Apple, which not only fitted
our criteria but was also being offered
at a very reasonable price by Personal
Computers of London”.
Dave King, Apple UK and
Jon Covington Apple Inc.
14. 14
Steve Jobs
Apple UK moved to Eastman Way,
Hemel Hempstead, where Steve Jobs,
Mike Spindler (Apple Inc.) and Richard
Haas (Apple Europe) would come over
to the UK, gather us in the staff canteen,
and talk to us!! Although ‘ultimately’ the
company portrayed a ‘Jeans Culture’
Steve dressed in sharp, double breasted
suits and wore a bow tie and colourful
braces. At 27 years old, he had a mature
persona, it was fascinating listening to
him convey his stories, advice and ideas
on what we were going to do next!!
By the summer of 1983, rumours of the
Apple Macintosh were now turning into
reality, shipments of early models, empty
cases for photographic purposes plus
hardware components and software
were sent to us for UK development.
Mike Spindler
16. 16
Christmas 1983
We preferred a more ‘simple and
direct’ approach: ‘If you can point, you
can use a Macintosh’. This instantly
conveyed how ‘user friendly’ the Mac
is and available for everyone. With this
title in mind I wrote and designed the
first Apple UK Macintosh brochure,
using on the front cover, a combination
of photographs to reflect the message,
superimposing 3 photographs on top
of one another. Adobe Photoshop
didn’t exist then!
The inside pages directly compared IBM
with Apple Mac technology, showing
how pointing and clicking on ‘icons’ was
far more user friendly than keying in
complex command codes.
17. 17
January 1984
At a London theatre the
Apple Macintosh was
launched in late January
1984 portraying the iconic
1984 advert directed by
Ridley Scott which we, as
a marketing department,
assisted in its production.
1984
18. 18
Vertical Marketing
remains as
a powerful
marketing tool
Following the launch of the Apple
Macintosh, it became apparent that
‘Vertical Marketing’ was fundamental in
developing sales.
The Apple Macintosh, with its ability
to produce clear fonts on screen using
black on white graphics, was ideal for
the design, advertising, printing and
publishing industry. During the mid
80’s, programs like Aldus Pagemaker
and Adobe Illustrator were being
rapidly developed to work with the
Apple Desktop Laser Printer - and the
term, ‘What you see is what you get’
was coined.
What you see is
what you get!
19. 19
Software
Development
As the Apple Macintosh product
developed so did the software,
establishing the Mac in the marketplace
and revolutionising the newspaper, book,
publishing, graphic design, advertising
and photographic industries. Gone
were the traditional skills required to
create artwork, film and plates, the
Mac automated artwork production,
connecting directly to imagesetters,
eradicating the use of rubilith masking
film, or the need for manually stripping-
in four colour scan sets to create
photographic images.
No other PC manufacturer compared to
this during the mid 80’s.
20. 20
Apple Macintosh
Today!
Today, although the original principle
is the same, pointing and clicking icons,
the present Apple Macs have moved on
considerably, the screen becoming much
larger, with a flatter metal body, and the
electronics much more powerful.
Software has become highly
sophisticated with Quark Xpress, the
Adobe Creative Suite and most recently
‘Online Artwork Creation’ software,
helping customers save time and money
on artwork production and giving them
greater control.
21. 21
Conclusion
From 1976 to present day, I have to thank Steve Jobs, Steve Wozniak, Mike Markkula,
Mike and Stephen Brewer. They were the pioneers and risk takers. We also need to
reconise Apple’s employees who’ve come and gone, plus the huge dealer network that
evolved in the US and Europe, they have contributed to history, helping to create one of
the world’s most iconic brands and a digital age as we know it today.
Apple’s success has been due to its ‘revolutionary’ approach towards technology. It could
be described as being: daring, risky, pioneering, even crazy and sometimes painful, but
it got there, becoming bigger than IBM, a company which had a turnover larger than the
Gross National Product of Australia in 1982.
Let’s hope the present management team can and will continue to apply this revolutionary
spirit, because they certainly now have the resource.
All it needs is vision, imagination, determination and a yearning to be different!
22. 22
Gary Potter
Maximising sales by marketing
Gary Potter graduated from De Montford University in 1977, with a 2.1 BA Hons Degree
in Industrial Design (Engineering).
He worked for JCB Sales, in their Marketing Department, and then for Apple Computer
(UK) Limited, helping to establish Apple PC’s in the UK and later launching the Apple
Macintosh in 1984. After Steve Jobs left the company, Gary moved over to Pirelli UK as
Marketing Manager for their retail garage servicing, and fleet tyre divisions.
In 1995, Gary formed his own design, artwork and marketing company which is still
flourishing today.
Gary believes in keeping technology at the forefront of his business helping to maximise
quality in design and print, combined with optimum efficiency, while keeping costs down.
Gary helps charity organisations around the West Midlands, and is a Trustee of Central
Youth Theatre. He also edits and designs his local Church magazine.
If you wish to contact him: Tel: +44 (0)121 569 7785
www.clik.uk.com
gary potter@sizzleonline
https://uk.linkedin.com/in/gary-potter-86887032