"When you face such a tidal wave," said Michael Mace, director of Macintosh platform marketing, `.....you can stand on the beach and close your eyes in terror; you can run away and scream; or you can grab a surfboard. In marketing terms, we'll be doing a lot of surfing."
The day of the launch, Apple ran a backhanded congratulations spread ad in The Wall Street Journal while reminding readers of the program's complexities.
The ad, from BBDO Worldwide, Los Angeles, ran on pages B4 and B13 because the center spread was already booked that day.
Other initial efforts included a mobile outdoor board outside the Microsoft campus in Redmond, Wash. The ad also was available online.
Last month, Apple launched ads mocking Windows 95's promised improvements.