Rare photos of 'Apple II Forever' media event surface, reveal Apple keynote progenitor
A set of photographs taken during Apple's 1984 announcement of the Apple IIc surfaced online on Thursday, showing company cofounders Steve Jobs and Steve Wozniak taking part in a media bonanza that would serve as a model of contemporary Apple keynotes.
Apple cofounder Steve Jobs at the "Apple II Forever" event at Moscone Center in 1984. | Source: San Francisco Chronicle
Recently unearthed by the San Francisco Chronicle, the photos of depict a large-scale showing at San Francisco's Moscone Center, a venue often used by Apple for product launches, conferences and other gatherings. The presentation, dubbed "Apple II Forever," was one of Apple's first attempts at spectacle-as-marketing.
"Apple II Forever" took place just three months after the first Macintosh was released in January 1984. Though the portable IIc failed to gain traction with consumers, its splashy reveal would serve as a guide for future Apple debuts.
The early event started with an iconically 80's video titled "Apple II Forever," shown on three large onstage screens. Set to a theme song of the same name, the short featured a slideshow of photos chronicling Apple's history and successes up to 1984, including the Apple I, a groundbreaking ceremony and the company's IPO.
As the Chronicle's Peter Hartlaub points out, Apple might have contracted Pat Benetar to sing "Apple II Forever," a valid guess considering Michael Jackson was originally slated to close the show before pulling out at the last minute. Herbie Hancock's Rockit Band stood in for the King of Pop, according to John Dvorak, who covered the event for the Sunday Examiner/Chronicle.
Jobs, Wozniak and then-president John Sculley took turns speaking onstage. Jobs discussed recent Macintosh sales numbers before turning to Apple IIc, the meat of the presentation. Like modern Apple keynotes, Jobs threw to Wozniak, who further detailed the IIc and its capabilities as a portable personal computer. Though the terminal lacked a monitor, it was relatively small and lightweight compared to its contemporaries.
Interestingly, Jobs ceded the presentation's "big surprise" to Sculley. Apple employees carrying IIc terminals were planted among audience members, and when Sculley gave the cue, they held the computer above their heads, showing off its lightweight design.
Following the presentation, the Apple executives met in a separate room to answer questions from the gathered media horde. Similar to present day keynotes, Apple had set up a few IIc terminals with monitors as part of a practical demonstration. This latter portion was more structured than more recent product unveilings, at which Jobs, and now CEO Tim Cook, milled among reporters in the hands-on area. There are photos of Wozniak talking with the crowd following the press conference, however.
Finally, Apple II Forever marked the debut of Apple's first ad blitzes aimed at children. According to Chronicle coverage of the event, one ad previewed during the event carried the headline "How to talk your parents into parting with $1300."A set of photographs taken during Apple's 1984 announcement of the Apple IIc surfaced online on Thursday, showing company cofounders Steve Jobs and Steve Wozniak taking part in a media bonanza that would serve as a model of contemporary Apple keynotes.
Apple cofounder Steve Jobs at the "Apple II Forever" event at Moscone Center in 1984. | Source: San Francisco Chronicle
Recently unearthed by the San Francisco Chronicle, the photos of depict a large-scale showing at San Francisco's Moscone Center, a venue often used by Apple for product launches, conferences and other gatherings. The presentation, dubbed "Apple II Forever," was one of Apple's first attempts at spectacle-as-marketing.
"Apple II Forever" took place just three months after the first Macintosh was released in January 1984. Though the portable IIc failed to gain traction with consumers, its splashy reveal would serve as a guide for future Apple debuts.
The early event started with an iconically 80's video titled "Apple II Forever," shown on three large onstage screens. Set to a theme song of the same name, the short featured a slideshow of photos chronicling Apple's history and successes up to 1984, including the Apple I, a groundbreaking ceremony and the company's IPO.
As the Chronicle's Peter Hartlaub points out, Apple might have contracted Pat Benetar to sing "Apple II Forever," a valid guess considering Michael Jackson was originally slated to close the show before pulling out at the last minute. Herbie Hancock's Rockit Band stood in for the King of Pop, according to John Dvorak, who covered the event for the Sunday Examiner/Chronicle.
Jobs, Wozniak and then-president John Sculley took turns speaking onstage. Jobs discussed recent Macintosh sales numbers before turning to Apple IIc, the meat of the presentation. Like modern Apple keynotes, Jobs threw to Wozniak, who further detailed the IIc and its capabilities as a portable personal computer. Though the terminal lacked a monitor, it was relatively small and lightweight compared to its contemporaries.
Interestingly, Jobs ceded the presentation's "big surprise" to Sculley. Apple employees carrying IIc terminals were planted among audience members, and when Sculley gave the cue, they held the computer above their heads, showing off its lightweight design.
Following the presentation, the Apple executives met in a separate room to answer questions from the gathered media horde. Similar to present day keynotes, Apple had set up a few IIc terminals with monitors as part of a practical demonstration. This latter portion was more structured than more recent product unveilings, at which Jobs, and now CEO Tim Cook, milled among reporters in the hands-on area. There are photos of Wozniak talking with the crowd following the press conference, however.
Finally, Apple II Forever marked the debut of Apple's first ad blitzes aimed at children. According to Chronicle coverage of the event, one ad previewed during the event carried the headline "How to talk your parents into parting with $1300."A set of photographs taken during Apple's 1984 announcement of the Apple IIc surfaced online on Thursday, showing company cofounders Steve Jobs and Steve Wozniak taking part in a media bonanza that would serve as a model of contemporary Apple keynotes.
Apple cofounder Steve Jobs at the "Apple II Forever" event at Moscone Center in 1984. | Source: San Francisco Chronicle
Recently unearthed by the San Francisco Chronicle, the photos of depict a large-scale showing at San Francisco's Moscone Center, a venue often used by Apple for product launches, conferences and other gatherings. The presentation, dubbed "Apple II Forever," was one of Apple's first attempts at spectacle-as-marketing.
"Apple II Forever" took place just three months after the first Macintosh was released in January 1984. Though the portable IIc failed to gain traction with consumers, its splashy reveal would serve as a guide for future Apple debuts.
The early event started with an iconically 80's video titled "Apple II Forever," shown on three large onstage screens. Set to a theme song of the same name, the short featured a slideshow of photos chronicling Apple's history and successes up to 1984, including the Apple I, a groundbreaking ceremony and the company's IPO.
As the Chronicle's Peter Hartlaub points out, Apple might have contracted Pat Benetar to sing "Apple II Forever," a valid guess considering Michael Jackson was originally slated to close the show before pulling out at the last minute. Herbie Hancock's Rockit Band stood in for the King of Pop, according to John Dvorak, who covered the event for the Sunday Examiner/Chronicle.
Jobs, Wozniak and then-president John Sculley took turns speaking onstage. Jobs discussed recent Macintosh sales numbers before turning to Apple IIc, the meat of the presentation. Like modern Apple keynotes, Jobs threw to Wozniak, who further detailed the IIc and its capabilities as a portable personal computer. Though the terminal lacked a monitor, it was relatively small and lightweight compared to its contemporaries.
Interestingly, Jobs ceded the presentation's "big surprise" to Sculley. Apple employees carrying IIc terminals were planted among audience members, and when Sculley gave the cue, they held the computer above their heads, showing off its lightweight design.
Following the presentation, the Apple executives met in a separate room to answer questions from the gathered media horde. Similar to present day keynotes, Apple had set up a few IIc terminals with monitors as part of a practical demonstration. This latter portion was more structured than more recent product unveilings, at which Jobs, and now CEO Tim Cook, milled among reporters in the hands-on area. There are photos of Wozniak talking with the crowd following the press conference, however.
Finally, Apple II Forever marked the debut of Apple's first ad blitzes aimed at children. According to Chronicle coverage of the event, one ad previewed during the event carried the headline "How to talk your parents into parting with $1300."
Apple cofounder Steve Jobs at the "Apple II Forever" event at Moscone Center in 1984. | Source: San Francisco Chronicle
Recently unearthed by the San Francisco Chronicle, the photos of depict a large-scale showing at San Francisco's Moscone Center, a venue often used by Apple for product launches, conferences and other gatherings. The presentation, dubbed "Apple II Forever," was one of Apple's first attempts at spectacle-as-marketing.
"Apple II Forever" took place just three months after the first Macintosh was released in January 1984. Though the portable IIc failed to gain traction with consumers, its splashy reveal would serve as a guide for future Apple debuts.
The early event started with an iconically 80's video titled "Apple II Forever," shown on three large onstage screens. Set to a theme song of the same name, the short featured a slideshow of photos chronicling Apple's history and successes up to 1984, including the Apple I, a groundbreaking ceremony and the company's IPO.
As the Chronicle's Peter Hartlaub points out, Apple might have contracted Pat Benetar to sing "Apple II Forever," a valid guess considering Michael Jackson was originally slated to close the show before pulling out at the last minute. Herbie Hancock's Rockit Band stood in for the King of Pop, according to John Dvorak, who covered the event for the Sunday Examiner/Chronicle.
Jobs, Wozniak and then-president John Sculley took turns speaking onstage. Jobs discussed recent Macintosh sales numbers before turning to Apple IIc, the meat of the presentation. Like modern Apple keynotes, Jobs threw to Wozniak, who further detailed the IIc and its capabilities as a portable personal computer. Though the terminal lacked a monitor, it was relatively small and lightweight compared to its contemporaries.
Interestingly, Jobs ceded the presentation's "big surprise" to Sculley. Apple employees carrying IIc terminals were planted among audience members, and when Sculley gave the cue, they held the computer above their heads, showing off its lightweight design.
Following the presentation, the Apple executives met in a separate room to answer questions from the gathered media horde. Similar to present day keynotes, Apple had set up a few IIc terminals with monitors as part of a practical demonstration. This latter portion was more structured than more recent product unveilings, at which Jobs, and now CEO Tim Cook, milled among reporters in the hands-on area. There are photos of Wozniak talking with the crowd following the press conference, however.
Finally, Apple II Forever marked the debut of Apple's first ad blitzes aimed at children. According to Chronicle coverage of the event, one ad previewed during the event carried the headline "How to talk your parents into parting with $1300."A set of photographs taken during Apple's 1984 announcement of the Apple IIc surfaced online on Thursday, showing company cofounders Steve Jobs and Steve Wozniak taking part in a media bonanza that would serve as a model of contemporary Apple keynotes.
Apple cofounder Steve Jobs at the "Apple II Forever" event at Moscone Center in 1984. | Source: San Francisco Chronicle
Recently unearthed by the San Francisco Chronicle, the photos of depict a large-scale showing at San Francisco's Moscone Center, a venue often used by Apple for product launches, conferences and other gatherings. The presentation, dubbed "Apple II Forever," was one of Apple's first attempts at spectacle-as-marketing.
"Apple II Forever" took place just three months after the first Macintosh was released in January 1984. Though the portable IIc failed to gain traction with consumers, its splashy reveal would serve as a guide for future Apple debuts.
The early event started with an iconically 80's video titled "Apple II Forever," shown on three large onstage screens. Set to a theme song of the same name, the short featured a slideshow of photos chronicling Apple's history and successes up to 1984, including the Apple I, a groundbreaking ceremony and the company's IPO.
As the Chronicle's Peter Hartlaub points out, Apple might have contracted Pat Benetar to sing "Apple II Forever," a valid guess considering Michael Jackson was originally slated to close the show before pulling out at the last minute. Herbie Hancock's Rockit Band stood in for the King of Pop, according to John Dvorak, who covered the event for the Sunday Examiner/Chronicle.
Jobs, Wozniak and then-president John Sculley took turns speaking onstage. Jobs discussed recent Macintosh sales numbers before turning to Apple IIc, the meat of the presentation. Like modern Apple keynotes, Jobs threw to Wozniak, who further detailed the IIc and its capabilities as a portable personal computer. Though the terminal lacked a monitor, it was relatively small and lightweight compared to its contemporaries.
Interestingly, Jobs ceded the presentation's "big surprise" to Sculley. Apple employees carrying IIc terminals were planted among audience members, and when Sculley gave the cue, they held the computer above their heads, showing off its lightweight design.
Following the presentation, the Apple executives met in a separate room to answer questions from the gathered media horde. Similar to present day keynotes, Apple had set up a few IIc terminals with monitors as part of a practical demonstration. This latter portion was more structured than more recent product unveilings, at which Jobs, and now CEO Tim Cook, milled among reporters in the hands-on area. There are photos of Wozniak talking with the crowd following the press conference, however.
Finally, Apple II Forever marked the debut of Apple's first ad blitzes aimed at children. According to Chronicle coverage of the event, one ad previewed during the event carried the headline "How to talk your parents into parting with $1300."A set of photographs taken during Apple's 1984 announcement of the Apple IIc surfaced online on Thursday, showing company cofounders Steve Jobs and Steve Wozniak taking part in a media bonanza that would serve as a model of contemporary Apple keynotes.
Apple cofounder Steve Jobs at the "Apple II Forever" event at Moscone Center in 1984. | Source: San Francisco Chronicle
Recently unearthed by the San Francisco Chronicle, the photos of depict a large-scale showing at San Francisco's Moscone Center, a venue often used by Apple for product launches, conferences and other gatherings. The presentation, dubbed "Apple II Forever," was one of Apple's first attempts at spectacle-as-marketing.
"Apple II Forever" took place just three months after the first Macintosh was released in January 1984. Though the portable IIc failed to gain traction with consumers, its splashy reveal would serve as a guide for future Apple debuts.
The early event started with an iconically 80's video titled "Apple II Forever," shown on three large onstage screens. Set to a theme song of the same name, the short featured a slideshow of photos chronicling Apple's history and successes up to 1984, including the Apple I, a groundbreaking ceremony and the company's IPO.
As the Chronicle's Peter Hartlaub points out, Apple might have contracted Pat Benetar to sing "Apple II Forever," a valid guess considering Michael Jackson was originally slated to close the show before pulling out at the last minute. Herbie Hancock's Rockit Band stood in for the King of Pop, according to John Dvorak, who covered the event for the Sunday Examiner/Chronicle.
Jobs, Wozniak and then-president John Sculley took turns speaking onstage. Jobs discussed recent Macintosh sales numbers before turning to Apple IIc, the meat of the presentation. Like modern Apple keynotes, Jobs threw to Wozniak, who further detailed the IIc and its capabilities as a portable personal computer. Though the terminal lacked a monitor, it was relatively small and lightweight compared to its contemporaries.
Interestingly, Jobs ceded the presentation's "big surprise" to Sculley. Apple employees carrying IIc terminals were planted among audience members, and when Sculley gave the cue, they held the computer above their heads, showing off its lightweight design.
Following the presentation, the Apple executives met in a separate room to answer questions from the gathered media horde. Similar to present day keynotes, Apple had set up a few IIc terminals with monitors as part of a practical demonstration. This latter portion was more structured than more recent product unveilings, at which Jobs, and now CEO Tim Cook, milled among reporters in the hands-on area. There are photos of Wozniak talking with the crowd following the press conference, however.
Finally, Apple II Forever marked the debut of Apple's first ad blitzes aimed at children. According to Chronicle coverage of the event, one ad previewed during the event carried the headline "How to talk your parents into parting with $1300."
Comments
Yeah the farce is strong in that one. That was the height of cheesy, and I say that affectionately while still giggling. I'm not just talking about the video quality, the oh so 80s Flashdance-ish soundtrack whereby I highly doubt that was Pat Benatar, she has a much more powerful voice. The fashion in hairstyle as well as in clothing is so time bound, and that I would even notice let alone comment about the fashion is a statement in itself. The annoyingly repetitive fast paced flashes were harbingers to the ADHD generation style of music videos. It was all so deliciously awful.
Even the 1983 Apple Event Dating Game presented a year earlier holds up better in spite of some seriously cringeworthy moments (yeah I’m looking at you ‘Bachelor’ #3). Who knows how the latest keynotes will stand up in 30 years yet I feel their more polished and classical style should fair much better. But then again who’s gonna care anyway. This was fun.
Hah!
Mmm...
Brings back memories...
Have an Apple I manual someplace in storage.
Bought an 8K RAM Apple ][ in July 1978 -- ~ $1,500 -- about $5-$6,000 in today's dollars. That was the computer and game paddles only -- no floppies then -- had to buy a a cassette tape deck (storage I/O), TV adapter and TV (display) separately -- all in for about $2,000 in 1978 dollars (my wife bought it for my birthday) -- About 2 months backlog. *
Got to ride in the Apple hot air balloon twice -- once at Apple HQ on Bandley, other at party at Woz's castle..,
...Fun times!
* Kinda piddly when compared to the price/capabilities of an iPhone or iPad.
1. What's with the articles' calling the //c a "terminal"? Being as it's the computer itself, it would make more sense to call it an almost-laptop. As it happens, there was an LCD display that was made for the //c, smaller and lighter than the CRT display Apple sold with the computer. Never saw the LCD display in the wild, as far as I can remember, but it shows up in an early scene in the movie 2010.
2. Nope, not Pat Benetar nor Bonnie Tyler, just some local voice talent.
3. The earthquake was a nice touch, making the announcement "earthshaking". When it hit, you could tell which exhibitors were not from California, as they began packing up to leave right now. The main hint that the quake was happening was the big roll-up doors at the back of Moscone started shaking and rattling like some really big kid wanted in.
The epicenter of the quake also happened to be about two miles from our home at the time in Morgan Hill, about 60 miles south of SF. We'd recently put up about 20 quarts of canned cherries, all of which ended up shattered on the floor of the garage. What a mess to clean up.
Two partners and I opened our Sunnyvale Computer Plus store in 1978 -- We were an Apple dealership (among others). At the same time, I worked at the IBM Palo Alto DB/DC Systems Center. In 1979 IBM announced a new CRT terminal -- AIR, this was an IBM 3101 terminal. The terminal was a breakthrough for IBM in that it was ASCII and used asynchronous communications -- which allowed it to connect to non-IBM computers -- maimframes, minis, etc. The terminal used a RS-232 connecter -- either hard-wired or dial-up.
https://en.wikipedia.org/wiki/IBM_3101
Remind you of anything???
Another group in the Systems Center was responsible for the introduction of the this terminal to the IBM marketing reps and customers. The only problem was that they didn't have access to any non-IBM computers to test the connection... They knew I had an Apple ][ and they asked me to bring it in so they could setup and test the RS-232 interface. Everything worked fine -- the IBM ASCII CRT Terminal connected to an Apple ][ computer.
AIR, the IBM Terminal was a lot bigger than the Apple ][, had beaucoup electronics inside and cost several hundreds of $ per month rental.
As to the LCD display: Our store was the best Apple Dealership in the area and was 7/10 mile from Apple HQ. Whenever anyone had some new accessory for an Apple Computer, they'd visit Apple HQ, and our store -- to see and be seen. AIR, again it was sometime in 1979-80, when a couple of men from a small startup in Taiwan (I think) brought in an LCD display that they wanted to connect to an Apple ][ computer. It was about 3" high x 8" wide and 1/1/6" thick clear plastic. The LCD was slightly bigger and a about the same shape as the label on the Apple ][. If you covered the label with masking tape the LCD looked like it belonged there!
Again, everything worked fine. It was neat!
These two men found out that our store was going to have a booth at the upcoming West Coast Computer Faire in San Francisco -- and we agreed that they could show their LCD Display in the booth... The Faire was really crowded and our booth was a hit -- we had the first Joy Stick for the Apple ][, a full Assembler and some Hi-Res Graphics apps... When word got around that we were demoing an LCD Display, the booth was overrun by people from various Asian countries. They all talked excitedly in languages that none of us understood. I suspect that some big deals were going' down! FWIW, one of the advantages of a clear LCD Display was that you could place it on an overhead projector and display the output on a white board -- an old teachers' trick.