Psychology Today: Apple able to turn its customers into 'quasi-sales force'
"Apple Computer doesn't create new family members so much as brothers- and sisters-in-arms. Presenting itself as the anti-IBM, Apple is the computer for those who shun the domineering image of 'Big Blue.' This approach can be traced from the historic '1984' television ad that depicted Macintosh computers as a tool to fight Orwellian oppression caused by widespread PC use (aired just once, during the 1984 Superbowl, but still considered one of the most successful ads ever) to its... [MacDailyNews]
