First, he wowed the world with iMac, a low-priced PC in a sexy translucent case and gave consumers their choice of fun colors, for which he was honored in the Marketing 100 last year.
Then he followed that with his "iMac to go" last fall. The iBook, with its 12-inch screen, six-hour battery, $1,599 price tag and juicy color schemes of tangerine and blueberry, captured the fancy of laptop-computer lovers and neophytes alike. Apple Airport wireless networking capability, also introduced last year, gave users freedom from cabling. By the fourth quarter, PC Data numbers put iBook as the No. 1 laptop at the U.S. retail sale level.
Advertising to support the launch came from TBWA/Chiat/Day, Los Angeles, and sported the same sleek look as the iBook.