The Apple Inc. of 1984 was a very different company than the one we know today. Back then, it was an ambitious upstart trying to rally the troops. And while that young company was known for its infamous “1984” TV commercial, it was also responsible for another, very different video that same year — a 9-minute corporate film that debuted at Apple’s global sales meeting in Hawaii.
The vid notably featured a cameo appearance by Steve Jobs. So how did the younger Steve inspire the masses? By channeling Franklin Delano Roosevelt delivering an epic speech designed to bolster the troops:
“General, you and your brave fighting force have a rendezvous with destiny. Your battle will be long. It will be hard, but it will be won. I’m sure your victory will be great. Insanely great.” The enemy in Apple’s crosshairs back then? IBM.
If you’re into tech nostalgia, you can check out the full-length version below. But I have to warn you: It’s pretty cringeworthy, and a far cry from the slick, well-paced advertisements and corporate films the company favors today. But if you’re curious about what kind of production value $50,000 could buy a few decades ago (and you like cheesy corporate vids) then go ahead and hit that play button.
Then be sure to compare and contrast this internal flick with the ad the company ran the same year (at the bottom).