Apple Computer, Apple II Basic Manual Press Release. "Apple II BASIC Programming Manual, Informative and Entertaining Reading for Novice and Professional Alike," press release dated 8 June 1978, describing the publication of Jef Raskin's Apple II Basic Programming Manual.
Apple Computer, Apple Publishing Press Release. "Apple Computer Announces Book Publishing Program and Exclusive Agreement with Addison-Wesley," press release dated 28 November 1984, describing "a book publishing program to improve the distribution of existing and future Apple manuals and to encourage the development of computer books and training materials." in conjunction with Addison-Wesley.
Apple Computer, Software for Apple's Macintosh Computer. "Software for Apple's Macintosh Computer Abounds at National Computer Conference," press release dated 9 July 1985, describing software in development for the Macintosh.
Gartner Group News Feature 1, "Meeting the Challenge." Presents the Macintosh introduction as part of a high-risk, high-reward strategy by Apple to maintain its preeminence in the computer industry.
Gartner Group News Feature 2, "Creating a Computer." Profile of the Macintosh development team. Features quotes from software wizards Bill Atkinson and Andy Hertzfeld, technical documentation manager Chris Espinosa, and Apple co-founder Steve Jobs.
Gartner Group News Feature 3, "Getting Mac to Market." Inside the factory created to produce Macintosh computers.
Gartner Group News Feature 4, "Targeting the Audience." Dissects the Macintosh advertising campaign, explaining the amount of work that goes into a large-scale marketing effort targeted at "knowledge workers."
Gartner Group News Feature 5, "Winning the Educational Market." Focuses on the Apple University Consortium, and Apple's hopes that the Macintosh will catch on among students and faculty.
Gartner Group News Feature 6, "Press Release-- Macintosh." A general overview of the Macintosh computer and its introduction.
Gartner Group News Feature 7, "Macintosh International." Discusses plans for marketing the Macintosh overseas, especially in Europe.
Guy Kawasaki, Macintosh Insiders Ten Years Later. A look at the subsequent careers of the signers of the Macintosh, released as part of a 10-year celebratory press packet issued by the company. "Forty eight of the early employees of the Macintosh division signed the die for the inside of the Macintosh 128K. Who were these people? And what are they doing today?"
Barbara Krause, Inquiries from the Press. Memo to Apple managers from Barbara Krause, manager, corporate press relations, 4 March 1985. It warns against talking to the press without the assistance of Apple PR, to avoid "confusion and an erosion of Apple's credibility" or leaks about new products.
Barbara Krause, Media Guidelines. Memo to Apple managers from Barbara Krause, manager, corporate press relations, 9 April 1985. It warns about journalists' wiles, and explains how they may try to get proprietary information or distort statements.
Barbara Krause, Inquiries from the Press. Memo to Apple managers from Barbara Krause, manager, corporate press relations, 10 July 1985. It encourages employees to direct media calls to Apple's PR department, and warns against speaking with the press off the record.
Regis McKenna, Macintosh Product Introduction Plan. Plan dated 7 October 1983, covering strategic marketing effort, with a focus on the initial rollout and several months afterwards.
Regis McKenna, First Macintosh Press Release. "Apple Introduces Macintosh Advanced Personal Computer," the first press release describing the Macintosh, 24 January 1984.
Regis McKenna, Relationship Marketing and Apple. Extract from Regis McKenna's Relationship Marketing: Successful Strategies for the Age of the Customer (Reading, MA: Addison-Wesley Publishing, 1991), describing how McKenna and Apple developed the "knowledge worker" concept, and the key messages to use in communicating with journalists and other industry influencers.
Jean Richardson (Apple Computer) and Rene White (Regis McKenna), "Apple Computer." Profile of Apple Computer, given to journalists as background.
Andy Cunningham, Interview with Andy Cunningham. Interview with Andy (Andrea) Cunningham conducted by Wendy Marinaccio. Cunningham worked for Regis McKenna between 1983 and 1985, and was one of the main McKenna consultants who worked on the Macintosh launch."
Andy Cunningham, Andy Cunningham on Working with Regis McKenna. Andy Cunningham discusses her work with Regis McKenna, and his influence on high-tech marketing. From an interview with Andy Cunningham."
Andy Cunningham, Andy Cunningham on the Macintosh Launch. Andy Cunningham discusses the Macintosh launch. From an interview with Andy Cunningham.
Andy Cunningham, Andy Cunningham on the Influence of the Macintosh Launch. Andy Cunningham discusses the influence of the Macintosh launch on Silicon Valley marketing and public relations. From an interview with Andy Cunningham.
Andy Cunningham, Andy Cunningham on Working with the Macintosh Developers. Andy Cunningham discusses working with the Macintosh's software and hardware developers on press appearances. From an interview with Andy Cunningham.
Andy Cunningham, Complete transcript of Andy Cunningham interview. The Andy Cunningham interview, presented on a single page, rather than broken into several different pages. The content of this document is the same as found in the smaller pages."
Evelyn Richards, Interview with Evelyn Richards. Interview with Evelyn Richards, 17 May 2000. Richards covered Silicon Valley for the San Jose Mercury News in the 1980s, and wrote a number of articles about Apple. In this interview she discusses the state of high-tech journalism in the early 1980s, Silicon Valley companies' relations with the press, and Apple's impact on corporate communications, new product launches, and high-tech journalism.
Evelyn Richards, Evelyn Richards on High-Tech Journalism in the 1980s. Evelyn Richards describes the state of technology journalism in the early 1980s. From an interview with Evelyn Richards, 17 May 2000.
Evelyn Richards, Evelyn Richards on Apple's Influence on Technology Journalism and PR. Evelyn Richards describes the orchestration of the Macintosh launch, its impact on corporate PR, and journalists' reactions. From an interview with Evelyn Richards, 17 May 2000.
Evelyn Richards, Evelyn Richards on the Long-Term Impact of Macintosh. Evelyn Richards describes the long-term impact of the Macintosh introduction on technology journalism and PR in Silicon Valley. From an interview with Evelyn Richards, 17 May 2000.
Evelyn Richards, Complete transcript of interview with Evelyn Richards. Complete transcript an interview with Evelyn Richards, 17 May 2000, presented on a single page, rather than broken into several different pages. The content of this document is the same as found in the smaller pages.
Apple Computer, Photograph of Bill Atkinson, Andy Hertzfeld, Chris Espinosa, George Crow. Photograph of Bill Atkinson, Andy Hertzfeld, Chris Espinosa, and George Crow. An outtake from the PR photographs taken for the Macintosh release in 1984.
Apple Computer, Photograph of Bill Atkinson, Andy Hertzfeld, Chris Espinosa. Photograph of Bill Atkinson, Andy Hertzfeld, and Chris Espinosa. An outtake from the PR photographs taken for the Macintosh release in 1984.
Apple Computer, Photograph of Chris Espinosa, George Crow, Bill Atkinson, and Andy Hertzfeld. Photograph of Chris Espinosa, George Crow, Bill Atkinson, and Andy Hertzfeld. An outtake from the PR photographs taken for the Macintosh release in 1984.