Apple Computer Today Unveils its New "More Humane" TV Campaign at a Reception in New York

October 6, 1986

New York -- October 6, 1986 -- PRNewswire -- Apple Computer today unveils its new "more humane" TV campaign with great fanfare at an extravagant reception in the heart of the Big Apple.

Advertising Age reports the introduction will be presented to "about 500 computer industry analysts and reporters" by Apple Chairman John Sculley and BBDO Chairman-Creative Director Phil Dusenberry.

The company has invited nationally known film critics Gene Siskel and Roger Ebert to critique the new campaign, expected to cost "significantly more" than last year's estimated $14 million fourth-quarter budget, Ad Age reports.

The campaign breaks Oct. 18 during the first game of NBC-TV World Series telecast.

Apple's decision to stage the introductory event in New York puzzled some observers, Ad Age notes. The company apparently desires to impress "the financial community with its preparations for the critical Christmas selling season."

Norm DeWitt, an analyst with DataQuest, a San Jose, Calif., research company, predicted Apple will have a healthy fourth quarter. He noted, in particular, the 50 percent gross margins Apple earns on the new Apple IIGS, which he called "an Amiga in Apple clothing," a reference to rival Commodore International's top-of-the-line machine.

/CONTACT: Allison Winfield of Ad Age, 212-210-0230, or Smason Public Relations, 312-782-7160, for Ad Age/