Apple (Commercial Tags)

Credits

1st Tag (1981-1982)

Visuals: On a black background, the seven parts of the Apple "rainbow" logo, without the bite, appear in top-bottom order. The bite then appears once it is formed, and the blue registered mark, along with "The Personal Computer" in serif below, fades in.

Variant: In 1982, the slogan was changed to "The most personal computer."

Technique: Cel animation.

Audio:

• A synth chime, a biting sound, and an announcer saying "Apple. The Personal Computer."
• On the 1982 commercials, a 7-note high-pitched synth that continues from the theme of the commercial, along with the biting sound and the announcer's line changed to "Apple. The most personal computer."

Availability: Seen on the 1981 Apple II commercials as well as the 1982 "The Most Personal Computer" campaign.

2nd Tag (1982-1998)

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Visuals: On a black background, the Apple "rainbow" logo is shown at the center. Below is the company's slogan in a serif font.

Technique: Fading effects. Otherwise, it's a still logo.

Audio: The ending audio of the commercial.

Availability: Seen on Apple commercials from the time, such as the Macintosh's first commercial entitled "1984".

3rd Tag (1984)

Visuals: On a black background, there is the rainbow Apple logo at the center without the bite. The bite then appears, and the white text "Apple Computer" fades in below the logo.

Technique: Cel animation.

Audio: A voiceover saying "Personal Computer", followed by a biting sound, and the same voiceover says "Apple" at the end.

Availability: Can be seen on early 1980s Japanese commercials from the company.