By polarizing themselves against the PC makers, framing them as old and a huge digital bureaucracy, they hit all PC companies hard in the gut. It was tactical genius. PC makers have never been able to unfetter themselves from the frame Apple put them in.
Not only were they clear on the positioning then, they don't appear to have ever left it. I can't imagine how expensive this ad was at the time. But it was priceless in its timeless effect.
So timeless, someone made this remake of the ad and put it online in support of Barack Obama's campaign. It shook Clinton's campaign to the core. Like PC's, Clinton was never able to shake the frame this ad put her in.
The tech game is amazing isn't it? Obama's Apple ad made…