It's interesting to compare the sophistication of Apple's marketing with the ads made by typical S100 computer companies of the day.
There were a lot of the latter, and some of them survived for a while. They all had ads similar to the original Apple ad - a so-so logo, mostly a list of specs in a small box, perhaps with a photo or line drawing of a board or a monitor, no colour anywhere.
The ones that understood a little about marketing usually had a man in a suit using a computer next to a pot plant.
None of them had anything even remotely close to the slick and polished presentation put out by RMI. That Intel ad is incredible for 1973.
There are many invariants in ads. Olivetti 60s ads aren't far from Apple's 2Ks ones. It's all geometry glamour in the promise of making life|work better. In retrospect Olivetti ads are borderline ridiculous, they made very nice typewriters and even calculators (HP took 'too' many hints even). But lots of it revolved around optimized furniture, swappable parts, customizable. 'Now you can have your favorite picture in your new olivetti desk' ..
