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Apple Printed Materials
The Personal Computer Magazines

APPLE THE PERSONAL COMPUTER
MAGAZINE AND CATALOG 1-1

Looking at the back of the front cover is "Apple Magazine is published for times yearly by Regis McKenna Publications". Although it does not write the date and time of publication anywhere, it is presumed that it is from spring to summer in 1979 in view of the contents of the catalog etc. described in the second half of the magazine. A booklet of US $ 2.00, the special contents of the first issue is Computers in Education. Regis McKenna Publications was an advertising agency representing Silicon Valley at that time, Regis McKenna was regarded as an inventor of the Apple myth, and the success of Apple was often attributed to his network.

US letter size, 40 pages, published four times a year. 1979 Publication around in the spring and summer of 1979.

APPLE THE PERSONAL COMPUTER
MAGAZINE AND CATALOG 1-2

From the 2nd issue is "published quarterly by Apple Computer". The circumstances around here are not certain, but Editorial Director and Art Director are the same members, so there is no big difference in the overall editorial policy. The second issue is Computers in Business. In addition to proposals for various business uses, there is also an article such as Jef Raskin's Brief Dictionary of Computers. Raskin, also known for proposing the Macintosh concept, was convinced of this article as he was the author of various manuals at the time and was responsible for the document department. In the latter half of the catalog, Apple II Plus was introduced for the first time, and it is speculated that this booklet was published in winter from autumn of 1979.

US letter size, 45 pages, published four times a year. 79 Publication of winter from autumn of 1979 (estimated)

APPLE THE PERSONAL COMPUTER
MAGAZINE AND CATALOG 1-3

The cover is Space Shuttle. The first machine Enterprise successfully flew and landed in the atmosphere in 1977. Unit 2 Colombia planned to orbit in 1982 (in fact it succeeded in April, 81), with the background of such a period, the special feature content is The Challenge of Personal Computers in Industry and Science, et al. Among them, two problems concerning industrial use of Apple II are pointed out. The first is the lack of interface devices with analog systems. The second point is the problem of sales channels, information distribution channels which can answer the needs of professional users. In the catalog at the end of the book, Apple II and Apple II Plus are still written together.

US letter size, 45 pages, published four times a year. 80 Publication in the spring of 1980 (estimated).

APPLE THE PERSONAL COMPUTER
MAGAZINE AND CATALOG 1-4

The cover photo is the same as the brochure "APPLE AT A GLANCE". The special feature is A New Star is Born - The Story of Apple III. It posts the appearance of Apple II's successor with business users in mind. In the article, along with Steve Jobs, Apple III designer Dr. Wendell Sander is introduced with photos. This Apple III will cause numerous problems such as design constraints to make Apple II emulate, clock chip problems, internal heat dissipation and poor contact of internal connectors. Announcement of Apple III was announced in Anaheim's National Computer Conference in May, 1980 and shipment is after the fall of 1980, so this magazine is estimated to be around the autumn of 1980. In the catalog at the end of the book is explained Apple II as Applesoft Floating - Point BASIC in the Apple II Plus, Integer BASIC in the Apple II. Software and peripherals are also considerably more fulfilling, and The Apple Language System is introduced for the first time. Since DOS 3.3 and Pascal Language System are released in August 1980, it is also nodded for the first time in this issue.

US letter size, 40 pages, published four times a year. 80 Publication in the autumn of 1980 (estimated).

APPLE THE PERSONAL COMPUTER
MAGAZINE AND CATALOG 2-1

Editor has changed this issue, the overall impression has changed a bit. As usual there is no description on the publication date, but it may be a bit longer than the previous issue. The special feature is Riding The Data Highways, a prospect for the future of Personal Telecommunication. In addition, as an interview about the use of computer to the author Isaac Asimov and an interview with four Apple executives. Steve Jobs, John Couch, Steve Wozniak, and Don Bryson are posing side by side. The catalog at the end of the book is replaced with Apple At A glance, and Apple II shows that only the Apple II Plus was introduced and the product line was integrated. The treatment of Apple III which should have made a spectacular debut in the previous issue is small.

US letter size, 40 pages, published four times a year. 81 Publication in the spring to the summer of 1991 (estimated).

APPLE THE PERSONAL COMPUTER
MAGAZINE 2-2

The subtitle "CATALOG" disappeared from this issue, the hardware at the end of the book, the software catalog became only a simple system introduction. The special feature is "Apple and the Arts". On the cover is a real model of the Apple III made with a maple tree as a material by a sculptor named Tom Eckert. In the article called The Electric Canvas at the beginning, explained the use of Apple II and Apple III graphics. It tells about the trend of graphics software and the use of Personal Computer to control Videodisk. In an article called A Dragon Comes Alive, it is predicted that the special effect of cinema film which is done in Minivax system will be replaced by Personal Computer in the near future, taking up the movie "Dragonslayer" produced by Lucasfilms. Other articles is the use of Apple II at Stanford University, the use of Apple II for dolphin ecology research, etc.
This series of magazines had no mention of the publication time, but it is also interesting that this issue clearly states issue timing in November, 1981.

US letter size, 50 pages, published in November, 81, A2L0057.

APPLE THE PERSONAL COMPUTER
MAGAZINE 3-1

Special feature is the use of Apple computer in design. Case examples such as circuit design, industrial design, aircraft design, host computer terminal usage, etc. using graphic tablets etc. by CAD programs are being introduced. Others, such as medical use and use for quality control at the French champagne factory. Overall, due to the failure of Apple III, novelty and innovation are not felt in hardware and software, it is the symbolic of Apple facts in 1982. The cover changes from the hardware up to the previous issue, and it has been changed to a cover mainly for people. In Editor’s about this issue, Editor’s Monte Lorenzet touches on this concept change and appeals that the real change is in the person who uses the personal computer. Although this issue was published in June of 1982, considering that Apple’s advertising strategy centered on relationship between people and computers since 1983 and 1984, I will show that the middle of 1982 when this magazine was published was the turning point of the advertising strategy.
The person on the cover is a person who will be the aircraft designer Burt Rutan. At first glance the figures in the picture are precise illustrations as they look good. Although it is a turning point of a memorable concept, I can't completely understand the sense of this cover, how do you think?

US letter size, 44 pages, published in June, 82, A2L 0059.

APPLE THE PERSONAL COMPUTER
MAGAZINE 2-1（イタリア語版）

This is the Italian version of Apple The Personal Computer Magazine. It is written Volume II Number 2, and this magazine was published in Europe as well. According to the inner cover, the magazine published in December 82. Apple IIe to be released in the United States in January 1983 is announced, but in the system introduction page, Apple II plus and Apple III are introduced. The publication is Apple France, the back cover is the Milano Apple Italy address, the printing is a multinational organization called Belgium, and the lower part of the front cover shows the list price of this magazine in the currency of each country. By the way, it seems that 20 francs in France, 6 DM in Germany, 5000 lira in Italy, were sold for US $ 3 in US $ in other European countries. From this, there seems to be a possibility that French version and German version were also issued.
Since it is wrote Italian, detailed contents are speculated, but there are many articles common to the aforementioned US version 3-1, such as application to aircraft CAD. Unlike US version 3-1 of the worst design (?), the front cover was made by displaying real graphics on the monitor of Apple III and refined airbrush painted to lead to this graphics, Monitor III + Profile + Apple III system was arranged fashionable.

US letter size, 40 pages, published in December 1982, A2L 1059.

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