PRESS RELEASE September 8, 2002

New Apple “Switcher” Ads Debut During U.S. Open

More Real People Talk About Switching To Mac

CUPERTINO, California—September 5, 2002—Apple’s second series of ads featuring real people who have switched from PCs to the Mac® will debut during CBS’s broadcast of the U.S. Open tennis tournament this Saturday and Sunday. The six new ads feature “switchers” from a wide variety of backgrounds: an attorney, a veterinarian, a trucking company owner, a software manager and two students. Their personal PC-to-Mac switching stories join the growing list from people switching from PCs to Macs every day.
“Our Switchers campaign has clearly resonated with viewers because the response has been nothing short of phenomenal,” said Steve Jobs, Apple’s CEO. “We are thrilled to have these real people stand up to tell their personal switching stories to the entire country.”
Apple® will continue to run the TV ads this Fall on major broadcast networks like CBS and NBC, including NBC’s broadcast of the 54th Annual Prime-Time Emmy Awards on Sunday, September 22, and on top cable networks like CNN, VH1, Comedy Central, Discovery Channel and ESPN. Print ads will begin appearing in mid-September in major magazines such as Time, Newsweek, BusinessWeek, Fortune, The New Yorker and Rolling Stone. Apple’s special web site for users interested in learning more about switching is available at www.apple.com/switch.
Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.
Press Contacts:
Lynn Fox
Apple
(408) 974-6209
lfox@apple.com
Tamara Weil-Heron
Apple
(408) 974-7403
tamarawh@apple.com
© 2002 Apple. All rights reserved. Apple, the Apple logo, Macintosh, Mac and Mac OS are either registered trademarks or trademarks of Apple. Other company and product names may be trademarks of their respective owners.