Description
This Apple ad, titled “Welcome, IBM. Seriously.”, is a brilliant mix of confidence, competition, and class. It was published in 1981, right after IBM entered the personal computer market, a space Apple had already been working in.
On the surface, the message sounds polite and welcoming. Apple congratulates IBM and acknowledges the growing importance of personal computers. But underneath the formal tone is a bold statement: We were here first, we’re leading the way, and we’re ready for the challenge.
It’s a clever move acknowledging a competitor without sounding defensive. Instead, Apple uses this as a chance to reinforce its own vision, putting powerful technology in the hands of everyday people to improve how they live and work.