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In the fall of 1983, Sculley, Jobs, other Apple executives and two members of the Chiat/Day advertising firm -- Lee Clow and Steve Hayden -- were brainstorming about the Mac launch campaign. Business Week had run a cover story that week saying, "The winner is IBM.""We hadn't even come out with the Mac, so we were all a little bit down in the dumps," Sculley said. "What can we do that will stop the world and get people to pay attention to the fact the game wasn't over? It hadn't even started yet."The group started talking about the big things that would happen in 1984, and the obvious reference to George Orwell's dystopian novel, "1984," came up. They debated, thinking that many marketers might play off the "1984" reference. But they hoped to get the leap by coming out with something in January -- perfect timing with the Super Bowl.

Steve Jobs and John Sculley worked together closely in the early years of Apple but only spoke one other time after Jobs was ousted from the company in 1985, "If we do something absolutely heart-stopping on the launch in lovecases check yo self iphone se / 5s / 5 case - gold January, then we'll preempt it, and nobody else will want to use it because it will look like they've stolen the idea," Sculley said, The Chiat/Day executives had a week to come up with a campaign like "no one had ever seen before." The 60-second "1984" commercial they created turned out to be one of the most celebrated ads of all time..

"We ended up getting $45 million of estimated free advertising because the networks kept running it over and over in its full length," Sculley said. "It turned out to be an amazing start for the Macintosh."Apple knew the first Mac wouldn't succeed unless there was software for it. Getting developers to write software for the computer fell to Guy Kawasaki, who joined Apple in 1983 as the Mac's first chief evangelist. "It was easy to get people to begin writing software because we were breaking new ground for the marketing of computers and opening a new market for computers," he said. "We provided a good alternative to the IBM PC and .. developers could write software they always dreamed about writing."But it wasn't easy to get developers to actually finish writing their software. They were working with an immature platform and dealing with the Mac's new graphical user interface.

Steve Jobs was ousted from Apple in 1985 but returned in 1997, Kawasaki avoided Jobs as much as he could because Jobs "scared the shit" out of him, One day, Jobs came to Kawasaki's cubicle to introduce him to someone and to ask Kawasaki what he thought of a company, "I say, 'It's mediocre, and the product is crap,'" Kawasaki said, "At the end of my diatribe, he says, 'This is the CEO of the company.'""I passed the Steve Jobs test," Kawasaki added, "Probably he knew the company was crap, If I had said it was great, it could have been my last day at Apple."Kawasaki ended up leaving Apple in 1987 to start his own company, He returned as an Apple Fellow in 1995, "when Apple was supposed to die.""The very fact they brought me back was because the cult was dying," Kawasaki said, Getting people excited lovecases check yo self iphone se / 5s / 5 case - gold about Apple again "wasn't easy, but it also wasn't impossible.""There's a core of people who never lost faith in Apple," Kawasaki said, "Apple is a religion."When Jobs left Apple in 1985, he started NeXT, a new computer company focused on workstations for universities, financial institutions and other businesses, While the computer didn't sell well (PCs running Microsoft Windows were the most popular at the time), NeXT had very interesting software..

"Steve called me and he said, 'Hey, I'm starting this new company. It's an amazing computer for education,'" said Tom Suiter, who served as Apple's first director of Creative Services and helped launch the Mac in 1984. He left Apple after Jobs' departure in 1985 but kept in touch with Apple's co-founder over the years. That included the time Jobs was setting up NeXT. Suiter remembers his conversation with Jobs about naming the new company. "I said, 'Congrats, it's great. What are you going to call it?'.