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Mon, 10 Jun 2002

Apple Launches ''Real People'' Ad Campaign

Apple today launched a new advertising



campaign featuring real people who have switched from PCs to the



Macintosh. The campaign will debut today on television with eight



different ads, each highlighting a different "switcher" telling their



story. The "switchers" featured in the Real People campaign come from



diverse backgrounds, including a Windows network administrator, a writer,



an illustrator, a small business owner, a programmer, an interactive



producer and a DJ. This will be Apple's largest ad campaign since "Think



Different" was launched in 1998.

"These are not actors-they're real people who have switched from PCs to



Macs, telling their story in their own words," said Steve Jobs, Apple's



CEO. "More people are interested in switching from PCs to Macs than ever



before, and we hope that hearing these successful switchers tell their



story will help others make the jump."







The TV ads can be seen today on major cable networks like ESPN, CNBC,



Comedy Central and Fox News and will appear this week on ABC's Boston 24/7



and The Drew Carey Show, as well as NBC's ER and NBA Finals broadcasts.



Print ads are in this week's issues of Time and Newsweek, and will appear



this month in a number of other major magazines. As part of the campaign,



Apple has also set up a special web site for users interested in learning



more about switching at www.apple.com/switch.







The ads were directed by Errol Morris, a widely admired director and



producer of documentary films. Morris infused the ads with the same



straightforward, compelling style found in his critically acclaimed opening



segment for this year's Academy Awards, which featured celebrities and



movie goers sharing their favorite films.







Apple is gaining momentum in its quest to attract the "other 95 percent"



since announcing its pioneering Digital Hub strategy in January 2001. Since



then, Apple has delivered:







  • the world's best computers, including the all new flat-panel iMac, the



    iBook, the Titanium PowerBook G4, the Power Mac G4, the new eMacü and a



    line of stunning Cinema Displays;



  • Mac OS X, the world's most advanced operating system, offering power,



    stability and elegance. Mac OS X has now "arrived" with better than ever



    usability and amazing third-party software products like Microsoft Office



    v.X for Mac and PhotoShop 7;



  • the breakthrough iPodü digital music player, which has set the standard



    by which all other portable MP3 players are judged;



  • award-winning Digital Lifestyle applications like iPhotoü, iTunesü,



    iMovieü and iDVD, which enable "mere mortals" to make movies, create and



    share digital photo albums, manage large music libraries and create and



    burn their own DVDs, all with the Mac's legendary ease of use;



  • Xserveü, Apple's powerful 1U rack-mount server that is ideal for business



    and education customers and a perfect complement to Apple's UNIX-based Mac



    OS X Server software; and



  • thirty (and growing) Apple Retail Stores throughout the U.S. that offer



    the best computer buying experience on the planet.







You can see the new ad campaign at http://www.apple.com/switch/.



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