There were two kinds of customers. There were the educational aspects of Apple and then there were sort of the non-educational.

On the non-educational side, Apple was two things. One, it was the first "lifestyle" computer and, secondly, it's hard to remember how bad it was in the early 1980's. With IBM taking over the world with the PC, with DOS out there; it was far worse than the Apple II. They tried to copy the Apple II and they had done a pretty bad job.

You needed to know a lot. Things were kind of slipping backwards. You saw the 1984 commercial. Macintosh was basically this relatively small company in Cupertino, California, taking on the goliath, IBM, and saying "Wait a minute, your way is wrong. This is not the way we want computers to go. This is not the legacy we want to leave. This is not what we want our kids to be learning. This is wrong and we are going to show you the right way to do it and here it is. It's called Macintosh and it is so much better. It's going to beat you and you're going to do it."

And that's what Apple stood for. That was one of the things.

The other thing was a little bit further back in time. One of the things that built Apple II's was schools buying Apple II's; but even so there was about only 10% of the schools that even had one computer in them in 1979 I think it was. When I grew up I was lucky because I was in Silicon Valley. When I was ten or eleven I saw my first computer. It was down at NASA Ames [Research Center]. I didn't see the computer, I saw a terminal and it was theoretically a computer on the other end of the wire. I fell in love with it.