Editing Apple II (section)

==Advertising, marketing, and packaging==
[[File:Apple II advertisement Dec 1977 page 1.jpg|thumb|A 1977 ''Byte'' magazine advertisement for the original Apple&nbsp;II]]
[[Mike Markkula]],<ref name="Markkula1997">{{cite news|url=https://www.nytimes.com/1997/09/01/business/an-unknown-co-founder-leaves-after-20-years-of-glory-and-turmoil.html|title=An 'Unknown' Co-Founder Leaves After 20 Years of Glory and Turmoil|date=September 1, 1997|work=[[The New York Times]]|first=John|last=Markoff|access-date=April 25, 2010|url-status=live|archive-url=https://web.archive.org/web/20100301012736/http://www.nytimes.com/1997/09/01/business/an-unknown-co-founder-leaves-after-20-years-of-glory-and-turmoil.html|archive-date=March 1, 2010|df=mdy-all}}</ref> a retired [[Intel]] marketing manager, provided the early critical funding for Apple Computer. From 1977 to 1981, Apple used the [[Regis McKenna]] agency for its advertisements and marketing. In 1981, [[Chiat/Day|Chiat-Day]] acquired Regis McKenna's advertising operations and Apple used Chiat-Day. At Regis McKenna Advertising, the team assigned to launch the Apple II consisted of [[Rob Janoff]], art director, Chip Schafer, copywriter and Bill Kelley, account executive. Janoff came up with the Apple logo with a bite out of it.<ref>{{Cite web|url=https://www.culturecreature.com/apple-logo-meaning/|title=What Does The Apple Logo Mean?|last=Redding|first=Dan|date=25 January 2018|website=Culture Creature|language=en-US|access-date=2 June 2019|archive-date=June 2, 2019|archive-url=https://web.archive.org/web/20190602125541/https://www.culturecreature.com/apple-logo-meaning/|url-status=live}}</ref> The design was originally an olive green with matching company logotype all in lowercase.{{citation needed|date=May 2018}} [[Steve Jobs]] insisted on promoting the color capability of the Apple II by putting rainbow stripes on the Apple logo. In its letterhead and business card implementation, the rounded "a" of the logotype echoed the "bite" in the logo. This logo was developed simultaneously with an advertisement and a brochure; the latter being produced for distribution initially at the first [[West Coast Computer Faire]].<ref>{{Cite news |last=McCracken |first=Harry |date=2012-04-16 |title=Apple II Forever: a 35th-Anniversary Tribute to Apple’s First Iconic Product |url=https://techland.time.com/2012/04/16/apple-ii-forever-a-35th-anniversary-tribute-to-apples-first-iconic-product/ |access-date=2024-10-31 |work=Time |language=en-US |issn=0040-781X}}</ref>

Since the original Apple II, Apple has paid high attention to its quality of packaging, partly because of [[Steve Jobs]]' personal preferences and opinions on packaging and final product appearance.<ref>[[Michael Moritz|Moritz, Michael]]. ''The Little Kingdom''. New York, William Morrow and Company, Inc, 1984: pg. 186.</ref> All of Apple's packaging for the Apple II series looked similar, featuring much clean white space and showing the Apple rainbow logo prominently.<ref>[http://www.digibarn.com/collections/systems/appleIIgs-wozedition/complete-system/index.html A gallery of Apple IIGS packaging] {{webarchive|url=https://web.archive.org/web/20060315094318/http://www.digibarn.com/collections/systems/appleIIgs-wozedition/complete-system/index.html |date=March 15, 2006 }} from DigiBarn</ref> For several years up until the late 1980s, Apple used the [[Apple typography#Motter Tektura|Motter Tektura]] font for packaging, until changing to the [[Typography and logography of Apple Computer#Apple Garamond|Apple Garamond]] font.<ref>{{cite book |last1=Dormehl |first1=Luke |title=The Apple Revolution: Steve Jobs, the Counterculture and How the Crazy Ones Took over the World |date=2012 |publisher=Random House |isbn=978-1-4481-3136-5 |page=87 |url=https://books.google.com/books?id=640f7JNTX0kC&pg=PA87 |access-date=February 25, 2022 |archive-date=February 25, 2022 |archive-url=https://web.archive.org/web/20220225025805/https://books.google.com/books?id=640f7JNTX0kC&pg=PA87 |url-status=live }}</ref><ref>{{cite book |last1=Bierut |first1=Michael |title=Seventy-nine Short Essays on Design |date=2012 |publisher=Chronicle Books |isbn=978-1-61689-071-1 |page=140 |chapter-url=https://books.google.com/books?id=YxhkfQeC4_kC&pg=PA140 |chapter=I Hate ITC Garamond |access-date=February 25, 2022 |archive-date=February 25, 2022 |archive-url=https://web.archive.org/web/20220225025756/https://books.google.com/books?id=YxhkfQeC4_kC&pg=PA140 |url-status=live }}</ref>

Apple ran the first advertisement for the Apple II, a two-page spread ad titled "Introducing Apple II", in ''[[BYTE]]'' in July 1977.<ref name="byte198509">{{cite news | url=https://archive.org/stream/byte-magazine-1985-09/1985_09_BYTE_10-09_Homebrewing#page/n181/mode/2up | title=A Microcomputing Timeline | work=BYTE | date=September 1985 | access-date=October 27, 2013 | author1=Williams, Gregg | author2=Welch, Mark | author3=Avis, Paul | pages=198 | url-status=live | archive-url=https://web.archive.org/web/20140403220658/https://archive.org/stream/byte-magazine-1985-09/1985_09_BYTE_10-09_Homebrewing#page/n181/mode/2up | archive-date=April 3, 2014 | df=mdy-all }}</ref> The first brochure, was entitled "Simplicity" and the copy in both the ad and brochure pioneered "demystifying" language intended to make the new idea of a home computer more "personal." The Apple II introduction ad was later run in the September 1977 issue of ''[[Scientific American]]''.<ref>{{cite web|url=http://www.folklore.org/StoryView.py?story=1984.txt|title=Folklore.org: 1984|website=www.folklore.org|access-date=April 27, 2018|url-status=live|archive-url=https://web.archive.org/web/20170115184456/http://www.folklore.org/StoryView.py?story=1984.txt|archive-date=January 15, 2017|df=mdy-all}}</ref>

Apple later aired eight television commercials for the Apple II<small>GS</small>, emphasizing its benefits to education and students, along with some print ads.<ref>{{cite web|url=http://www.theapplecollection.com/Collection/AppleMovies/movies9.html |title=<nowiki>Apple //gs</nowiki> Commercials QuickTime Movies @ The Apple Collection |url-status=dead |archive-url=https://web.archive.org/web/20060524200043/http://www.theapplecollection.com/Collection/AppleMovies/movies9.html |archive-date=May 24, 2006 }}</ref>