on the mouse, and in a vibrato but endearing electronic deep voice, Macintosh became
the first computer to introduce itself. “Hello. I’m Macintosh. It sure is great to get out of that bag,”
it began. The only thing it didn’t seem to know how to do was to wait for the wild cheering and
the greatest commercial of all time.
Over the years Steve Jobs would become the grand master of product launches.
In the case of the Macintosh, the astonishing Ridley Scott ad was just one of the
Ridley Scott made it in London using dozens of real skinheads among the enthralled
masses listening to Big Brother on the screen. A female discus thrower was chosen to
play the heroine. Using a cold industrial setting dominated by metallic gray hues, Scott
he had left the apple commune in Oregon to start the Apple corporation, he still wanted
to be viewed as a denizen of the counterculture rather than the corporate culture.
But he also realized, deep inside, that he had increasingly abandoned the hacker spirit.
Some might even accuse him of selling out. When Wozniak held true to the Homebrew
people in their tracks,” he said. “I want a thunderclap.” The task fell to the Chiat/Day
advertising agency, which had acquired the Apple account when it bought the advertising
side of Regis McKenna’s business. The person put in charge was a lanky beach bum with
it served its purpose of rallying Apple’s demoralized sales force. Jobs had always been able to draw
energy by imagining himself as a rebel pitted against the forces of darkness. Now he was
able to energize his troops with the same vision.
who had developed the drive, Hidetoshi Komoto, a Purdue graduate who fortunately
possessed a good sense of humor about his clandestine task.
Whenever Jobs would come from his corporate office to visit the Mac team’s engineers—which
pretty cool. They sent out Mike Moritz to write a story. We’re the same age,
and I had been very successful, and I could tell he was jealous and there was
an edge to him. He wrote this terrible hatchet job. So the editors in New
pitch and a blind faith that would have been the envy of the early Christian
martyrs, it is Steven Jobs, more than anyone, who kicked open the door
There was one more hurdle: Hertzfeld and the other wizards had to finish writing the code for the
Macintosh. It was due to start shipping on Monday, January 16. One week before that,
the engineers concluded they could not make that deadline.