January 24, 1984, The Birth of a Revolution Mark Rudd Writer - Podcaster Friday, 01/23/09 THE CALM BEFORE THE STORM
It was the late 1970s and Apple Computer, as it was known then, was enjoying a modicum of success from Apple ][ sales. There were rumors of a new and dynamic computing platform under development at the famed Xerox PARC (Palo Alto Research Center). Having scheduled a trip to visit PARC in 1979, Steve Jobs would go on record regarding the importance of that fateful day at the PARC.
The Jobsian impression of the GUI (Graphical User Interface), external keyboard, and mouse technologies employed by the Alto, may be gleaned through their miraculous appearance in the, then under development, Lisa.
These revolutionary technologies would not find their fruition in the Lisa. Due to its hardware limitations and price point, the Lisa was relegated to, in essence, a proof of concept or proving ground for the real revolutionary vision brewing in the mind and spirit of the caped crusader of Cupertino.
From his throne perched prominently upon Mount Olympus, Steve assembled the best and brightest from the four corners of the earth (well, if the earth is the Silicon Valley) to work on his new project.
The original Mac design team consisted of: (from left to right) Andy Hertzfeld, Chris Espinosa, Joanna Hoffman, George Crow, Bill Atkinson, Burrell Smith, and Jerry Manock.
IN THE EYE OF THE... DISTORTION FIELD
After nearly five years in development, the Macintosh was nearing its introduction. The problem facing Apple and its, charismatic but untested in the wild, leader, was how to introduce a revolution. One could not just simply and nonchalantly roll out such a product. It was at this seminal moment that two stars would rise to ignite the personal computer revolution.
As important as the Macintosh computer was to the personal computing revolution, without the marketing vision and genius of Steve Jobs, the Macintosh would have no doubt become another Xerox Alto hidden away in an Apple research facility begging to see the light of day. Under Jobsian creative direction, Apple hired Chiat Day to create the advertising campaign for the Macintosh. The FRUIT of that decision would set a new advertising standard which, arguably, has never been matched.
Overseeing the concept and creation of the "1984" super-bowel spot was only part of the growing Midas Touch which Steve possessed and wielded like the vaunted Excalibur. Though they didn't know it at the time, the thousands of unsuspecting attendees of the Macintosh introduction were witnessing the birth of a legend.
YOU SAY EVOLUTION, I SAY REVOLUTION
It has been twenty-five years since that young bohemian erudite walked onto the stage and changed the world. Indeed, the Macintosh platform has EVOLVED through the years and continues to be the standard for those desiring a powerful computer-- controlled by an intuitive interface-- contained within an elegant enclosure.
For most companies and customers, that would be enough. However, we are not talking about most companies or customers. Apple and the millions of passionate users of its products, live by a different standard. We reject the mundane. We refuse conformity. We demand REVOLUTION!
Without question, Apple still knows how to Think Different (think iPod and iPhone). However, in this, "what have you done for me lately" culture in which we live, evolution will not be tolerated!
It is my great honor and privilege to wish Apple, Steve, and all who have made the Macintosh great, a Happy 25th Birthday! (cue the Birthday music, streamers, confetti etc.) Now that we are done with the celebration, VIVA LA REVOLUCION!
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