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By introducing colour, Steve Jobs shifted the paradigm from Henry Ford’s (Gates/Dell) famous statement that you could have any colour as long as it was black (grey) to any colour you wanted. Companies treated Apple Macs as a fashion accessory. Receptionists displayed iMacs on their desks, regardless of the suicide blonde (dyed by her own hand) receptionist’s own computer literacy. Apple’s focus on design has allowed each of its subsequent products to create a distinctive identity, and Steve Jobs famously declared that “the back of our computer looks better than the front of anyone else’s.” The iMac was recognisable on television, in films and in print. This increased Apple’s brand awareness and embedded the iMac in popular culture. The iMac and other Macintosh computers can also be seen in various movies, commercials, and TV shows (both live action and animated).

The iMac has also received considerable critical acclaim as the “Gold Standard of desktop computing”. Forbes magazine describes the original candy-coloured line of iMac computers as being an “industry-altering success”. The “blue and white” artistic look was applied to the Power Macintosh. The later iMac and eMac computers were accompanied by a design, dropping the array of colours in favour of white plastic.

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Current Mac systems are targeted mainly at the home, education and creative professional markets, and use aluminium enclosures. Today many PCs are more design-conscious than before the iMac’s introduction. Multi-shaded design schemes are now quite common and some desktops and laptops are available in colourful, decorative patterns.

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Apple’s use of translucent candy-coloured plastics inspired similar designs in other consumer goods. Grilling machines, portable electronics, pencil sharpeners, video game consoles and peripherals (including the Nintendo 64, which was released in special edition “Funtastic” colours), featured the translucent plastic. Apple’s introduction of the iPod, iBook G3 and iMac G4, all featuring snowy white plastic, inspired similar designs in consumer electronic products. In recent years, Apple has seen a significant boost in sales of Macs.

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This is due, in part, to the success of the iPod, a halo effect where satisfied iPod owners purchase more Apple equipment. iPods have recaptured the brand awareness of the Mac line that had not been seen since its original release in 1984. From 2001 to 2007, Mac sales increased continuously on an annual basis.

In October 2007, Apple reported a shipment of 2 164 000 Macs, exceeding the previous company record for quarterly Mac shipments by more than 20%. The ability and option to run Windows on the same hardware means that the much larger Windows software base is not excluded. Apple have made their technology more accessible and reduced some of the resistance to change that the PC Windows users might have felt. In the first quarter of 2008, Apple Mac computers made up a total of 66% of all computers sold above US$1 000 and 14% of all computers sold.

Market re indicates that Apple draws its customer base from a higher-income demographic base than the mainstream PC market. Steve’s job in paradise Steve Jobs, co-founder, chairman and CEO of Apple Inc and the former CEO of Pixar Animation Studios, is a quirky, individualistic Silicon Valley entrepreneur, emphasising the importance of design while understanding the crucial role aesthetics play in public appeal.

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