Apple
Inducted in 1995

Way back in 1970-something, an engineer named Steve Wozniak went to his bosses at technology giant Hewlett-Packard and offered to give them something he'd invented: a personal computer.

"No, thank you," they replied, "Why would anybody want a personal computer?"

It was a perfectly rational, logical, reasonable response. But, as we know today, the wrong one.

Apple has never marketed computers. Apple has marketed the potential to do things you didn't think you could do, the ability for ordinary people to do extraordinary things. Where others promoted chips and plastic, RAMs and ROMS, Apple talked about creativity and magic, learning and growing.

Apple converted people who never thought they'd use computers into people who became evangelists for a revolution called Macintosh.

Apple was the first company to wrap up the chips, plastic and operating software in an aesthetically pleasing package that looked good on your desk (they called it the Apple II). Apple was the first company to talk about how computers could help kids in schools (and put their money where their mouth was). Apple was the first company to advertise personal computers in broad-based magazines targeted at the average Joe (who actually read them). And Apple created the first personal computer commercial ever, then the first personal computer commercial to run on the Super Bowl (the famous "1984," which is still talked about today despite having run only that one time).

Apple's innovation and ingenuity at communicating the magic of personal computing helped neutralize the efforts of established technology giants to create their own PC standards. (Remember Bill Cosby for Texas Instruments and Alan Alda for Warner Communications' Atari computers?) And helped force IBM to establish one of its own (for which Microsoft is eternally grateful). Apple also changed the way industry advertised itself.

Apple advertising has been as effective as it has been creative-first with Chiat/Day (until 1986) and then with BBDO (since 1986). Apple won the Grand EFFIE in 1984 for the Macintosh introduction, and again in 1993 for the Powerbook introduction. Last year, Apple and BBDO won four EFFIEs and swept the computer category for three different campaigns. (And it has been creative, winning over 100 creative awards last year, including three Lions at Cannes.)

Today, as a result, Apple has become one of the most highly recognized, highly valued brands in the world.