[ Retro Scan of the Week ] Baked Apple II

October 22nd, 2012 by Benj Edwards

Baked Apple Melted Burned Apple II computer with cat house fire Ad - 1982Two hours later, firefighters found Fluffy melted into the plastic.
(click image to see the full two-page spread)

There was a fire.

And a cat.

The computer melted.

A Beautiful Computer.

Oh, the curt, pretentious voice projected by Apple advertising in the 1980s. It almost revels in talking down to you. Just about every Apple print ad of the era uses a similar subliminal script. It goes a little something like this:

This is Apple.

We are amazing.


Don’t get me wrong — I like Apple as much as the next guy, but man, wipe that smirk off your face.

Apple has come a long way since that time, from floundering near death to basking as the most valuable corporation in the world. The firm, like its co-founder Steve Jobs, suffered some hard knocks, and Apple’s post-1997 advertising reflected that by gaining a little humility. Just a little.

In general, I like Apple advertising these days (except for that recent “Genius” campaign). The 1984-era smirk is long gone, although a hint of strategically placed pretension remains.

But hey — that’s the way people like their Apple, and it shows: a record number of consumers keep buying their products.

More Melted Tech

Back in early 2011, I created a slideshow called “A Gallery of Melted Technology” for PCMag.com that features this ad and photos of similar melted gadgets. If you have the same morbid curiosity I do about melted technology, I think you’ll enjoy that as well.

[ From Popular Computing, January 1982, p.8-9 ]

Discussion Topic of the Week: Have you ever lost or damaged a gadget in a fire? Tell us about it.

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