Raw footage for "Wired In," a never completed series on the technological trends and innovations of the 1980s. In this video, Apple employees continue to plan "A Personal Guide to Personal Computers." Advertising Manager Henry Whitfield, Editorial Services Manager Monte Lorenzet, Graphic Designer Russell Leong, and Editorial Services Writer Pete Lundstrom talk about the book in great detail. Henry Whitfield also gives a one on one interview about the new book and Apple's advertising strategy. Apple #3.
00:00 This tape begins with color bars.
00:47 Cut to a shot of the men giving their names and titles in the Apple company.
01:47 One of the videomakers asks Lorenzet to talk about the use of Apple computers in dolphin training. Lorenzet briefly talks about the subject before Whitfield shows the videomakers an ad the Apple company has produced about that very subject.
03:40 The camera operator gathers some b-roll footage of the four men going over paperwork.
05:00 The videomakers begin to interview Henry Whitefield about the guidebook to Apple computers. Whitfield states that the book was written due to the fact that much of the information available to consumers about computers was too technical for the lay person to truly understand. “A Personal Guide to Personal Computers” was written in response to this and provides the consumer with an easier path to understanding the operating process of a personal computer. Whitfield talks about the fear that many consumers have of purchasing computers simply because they do not know enough about the machine.
07:13 Whitfield talks about Apple’s advertising strategy for selling personal computers. He explains that people with less computer knowledge are beginning to buy personal computers. He goes on to talk about the differences between Apple and IBM computers. Whitfield also cites two important characteristics of Apple’s advertising strategy. He states that Apple tries to reflect their company personality in their ads. “I firmly believe that some of the best advertising somehow imparts to your customer some of the personality of the company. And so we’re trying to make our advertising reflect this personality that we have.” Whitfield also emphasizes the need to educate people through their advertising. This lasts for several minutes.
11:46 Whitfield talks about the company’s dependence on an independent dealer network. He goes on to say that the average consumer is scared to “go across the threshold of a computer store.” Whitfield compares the process to purchasing a car because of computers being so expensive and average consumers being so unaware of the product.
13:04 The videomaker asks Whitfield whether home computers will change the way people live. Whitfield responds, “I think so… I’m not a computer nut. I don’t think that people are going to live, eat, and breathe computers but I do think, I know in my own life here at Apple–I’ve only been here for a short time, and I find that very quickly once you get over the hump of actually using a computer you find that it really does provide a lot of freedom.” This lasts for several minutes.
14:28 The videomaker asks Whitfield whether computers will create a schism between information haves and have nots in society. Whitfield states that computers will contribute to that schism, but emphasizes the benefits that come along with the integration of computers into society. The videomaker also asks Whitfield about any new products Apple is currently creating, but Whitfield keeps a tight lip on new products. He goes on to talk about Apple’s benefits in the business world and their increasing productivity.
17:20 Whitfield briefly talks about the Apple philosophy. He goes on to present some of the new Apple computer ads, all with the goal of showing consumers that Apples can be used for anything. We watch as Whitfield describes the advertisements. This lasts for the remainder of the tape.
19:59 Tape ends.