Category Archives: Change & Technology

Remembering Apple’s 1984 ad

On the 40th anniversary of the Apple Super Bowl ad for the first Macintosh computer, we remember the people who created the ad as well as a time when hackers hoped to liberate computing.

It is no small historical irony that today,  the most restrictive and least liberated of the big tech companies  is Apple.

When the ad first aired — once, at the Super Bowl on Jan 22, 1984 — it was such a strong and unusual claim that it was replayed over and over on network television.   The claim was that this computer represented a vision of a free internet.  That is, free as in “free markets” and “free speech” — freedom from censorship and dark cycle forced purchases.   Computing that could afford to be ethical. 

Most of all it meant freedom from IBM, which at the time had a strict corporate culture and a record of ethics-free service to government — even the government of Germany in the 1930s.  

Apple was supposed to be above all that, and these days, historians often lead us to believe that it was.  The usual celebrations of Apple Corp., and Steve Jobs gloss over the wretched stuff — the Foxconn suicides,  the the dictatorial tantrums, his astonishingly selfish family life.

However, it was the open source liberated computing movement with Ted Nelson, Richard Stallman,  Bill Joy and others who really changed computing.  The Unix operating system and the Apache web server, among many others, are fundamental to the way networks operate today. Without them, computer users would be paying much more for the privilege of getting online, and the prospect of an open World Wide Web would have been foreclosed.      

Most of the articles about the Apple 1984 ad focus on the ad’s style, not its message of liberation.

A Feb. 9, 2024 NY Times article on the anniversary of the ad features interviews with director Ridley Scott; John Sculley, Apple; Steve Hayden, a copy writer; Fred Goldberg, the Apple account manager; and Anya Rajah, the actor who famously threw the sledgehammer. (Little known fact: The hammer was paper mache).

Other videos about the ad include:
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Farewell, Sports Illustrated

First cover, Aug. 16, 1954. (Wikipedia)

By Bill Kovarik

Sports Illustrated — once the beloved icon of sports news and photography — has been sidelined for financial irregularities and technical fouls. It probably won’t be back.

The fouls involved articles scraped up through artificial intelligence bots – an ethical lapse which came to light in November, 2023. Worse, the magazine tried to cover it up with AI portraits of the supposed authors. The ruse was quickly spotted and the editor was fired.

As advertisers began pulling out, the remaining editors and management faced increasing financial trouble and then, on Jan. 5, 2024, defaulted on regular quarterly payment to its owners, Authentic Brands Group. Two weeks later, ABG terminated the licensing agreement and laid off most of the reporting staff.

So, let’s pause for a moment of silent reflection, in recognition that another great institution is passing us by, headed for the intellectual property bone yards, where its icons will be recycled to brand products like designer swimsuits and tennis shoes.

Sports Illustrated was founded in 1954 by Henry Luce of the Time-Life group to compete with two of the major sports magazines of the time — Sport (founded 1946) and the venerable Sporting News (founded 1886). Back then, people thought Luce was crazy to invest in a “jockstrap” magazine, but his timing was good.

Illustrated magazines were filling the consumer demand for high quality visual experiences while the dominant media — radio and early television — offered audiences only low visual definition. Sports Illustrated also presented better quality journalism and photography than was possible in daily newspapers at the time, and Luce managed to keep all his magazines a step ahead of the competition.

In the 1950s and 60s — a time when politics was America’s most dangerous occupation — Sports Illustrated occupied center field by raising the tone of sports news. Along with sports that were already well covered, like boxing and baseball, Sports Illustrated opened tennis, golf, football and basketball to greater public participation.

Some of its editorial innovations are still well known, such as the athlete of the year and the annual swimsuit issue. Making the cover of Sports Illustrated was, for an athlete, a lot like a Nobel Prize for a scientist.

However, by the end of the twentieth century, the business of magazine and newspaper publishing fractured under competitive pressures from cable, streaming and internet publications. Advertising and circulation declined, and so did Sports Illustrated, despite valiant attempts to save it.

The magazine was sold during the Time-Warner breakup in 2018 and, after changing hands, was picked up by Authentic Brands Group, which specializes in

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