{"id":904,"date":"2012-10-22T14:26:37","date_gmt":"2012-10-22T19:26:37","guid":{"rendered":"http:\/\/www.vintagecomputing.com\/?p=904"},"modified":"2012-10-22T16:07:55","modified_gmt":"2012-10-22T21:07:55","slug":"retro-scan-of-the-week-baked-apple-ii","status":"publish","type":"post","link":"https:\/\/www.vintagecomputing.com\/index.php\/archives\/904\/retro-scan-of-the-week-baked-apple-ii","title":{"rendered":"[ Retro Scan of the Week ]<\/span> Baked Apple II"},"content":{"rendered":"

\"Baked<\/a>Two hours later, firefighters found Fluffy melted into the plastic.
(click image to see the full two-page spread)<\/em><\/span><\/p>\n

\nThere was a fire.<\/p>\n

And a cat.<\/p>\n

The computer melted.<\/p>\n

A Beautiful Computer.<\/p><\/blockquote>\n

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:<\/p>\n

\nThis is Apple.<\/p>\n

We are amazing.<\/p>\n

Really.\n<\/p><\/blockquote>\n

Don’t get me wrong — I like Apple as much as the next guy, but man, wipe that smirk off your face.<\/a><\/p>\n

Apple has come a long way since that time, from floundering near death to basking as the most valuable corporation<\/a> 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.<\/p>\n

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.<\/p>\n

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

More Melted Tech<\/h3>\n

Back in early 2011, I created a slideshow called “A Gallery of Melted Technology<\/a>” 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.<\/p>\n

[ From Popular Computing, January 1982, p.8-9 ]<\/em><\/center><\/p>\n

Discussion Topic of the Week:<\/strong> Have you ever lost or damaged a gadget in a fire? Tell us about it.<\/p>\n","protected":false},"excerpt":{"rendered":"

Two 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 […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,27,26,10],"tags":[],"class_list":["post-904","post","type-post","status-publish","format-standard","hentry","category-computer-info-and-history","category-regular_features","category-retro-scan-of-the-week","category-computers"],"_links":{"self":[{"href":"https:\/\/www.vintagecomputing.com\/index.php\/wp-json\/wp\/v2\/posts\/904","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vintagecomputing.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vintagecomputing.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vintagecomputing.com\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vintagecomputing.com\/index.php\/wp-json\/wp\/v2\/comments?post=904"}],"version-history":[{"count":0,"href":"https:\/\/www.vintagecomputing.com\/index.php\/wp-json\/wp\/v2\/posts\/904\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.vintagecomputing.com\/index.php\/wp-json\/wp\/v2\/media?parent=904"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vintagecomputing.com\/index.php\/wp-json\/wp\/v2\/categories?post=904"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vintagecomputing.com\/index.php\/wp-json\/wp\/v2\/tags?post=904"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}