page_title: Apple II series
section_title: Advertising, marketing, and packaging
hierarchical_section_title: Apple II series / Advertising, marketing, and packaging
caption_attribution_description: An Apple II advertisement from the December 1977 issue of Byte magazine, pages 16 and 17. The second page was described the features of the Apple II. The ad originally ran in May 1977 and was updated that December.
context_page_description: The Apple II series is a family of home computers, one of the first highly successful mass-produced microcomputer products, designed primarily by Steve Wozniak, manufactured by Apple Computer, and launched in 1977 with the original Apple II. In terms of ease of use, features, and expandability, the Apple II was a major advancement over its predecessor, the Apple I, a limited-production bare circuit board computer for electronics hobbyists. Through 1988, a number of models were introduced, with the most popular, the Apple IIe, remaining changed relatively little into the 1990s. A 16-bit model with much more advanced graphics and sound, the Apple IIGS, was added in 1986. While compatible with earlier Apple II systems, the IIGS was in closer competition with the Atari ST and Amiga.
  The Apple II was first sold on June 10, 1977. By the end of production in 1993, somewhere between five and six million Apple II series computers had been produced. The Apple II was one of the longest running mass-produced home computer series, with models in production for just under 17 years.
context_section_description: Mike Markkula, 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 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. The design was originally an olive green with matching company logotype all in lower case. 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.
  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. All of Apple's packaging for the Apple II series looked similar, featuring much clean white space and showing the Apple rainbow logo prominently. For several years up until the late 1980s, Apple used the Motter Tektura font for packaging, until changing to the Apple Garamond font.
  Apple ran the first advertisement for the Apple II, a two-page spread ad titled "Introducing Apple II", in BYTE in July 1977. 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.
  Apple later aired eight television commercials for the Apple IIGS, emphasizing its benefits to education and students, along with some print ads.
caption: A page from a 1977 Byte magazine advertisement for the original Apple II
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