Rick Holzgrafe writes regarding "Apple in 1998: Retreat or Focus?" in TidBITS 416: "In discussing Apple's new 'snail' ad, Adam wonders whether speed is what the average consumer really wants. It probably isn't, but that's not the point. John Sculley (remember him?) raised Pepsi from obscurity to equal standing with Coca-Cola by means of 'taste test' ads. The real purpose of those ads was not to convince America that Pepsi was better than Coke; it was to establish Pepsi and Coke as peers - and it worked. The 'snail' ad probably has the same hidden agenda. The main purpose is to get people to think of both Wintel and Mac when they think 'PC,' and break the stranglehold on mindshare that Wintel currently enjoys. The message 'Macs are better' is secondary; the message 'Macs are okay' is primary. I expect more ads along these lines, each pointing out one simple, clear reason why Macs are better but mainly driving home the point that you don't have to buy Wintel; there's a choice."
Go Back and Forth Fast in Preview
If you're reading a PDF in Apple's Preview software, and you follow a bookmark or an internal link to move around within the PDF, you can quickly return to where you were by pressing the keyboard shortcut Command-[ (that's Command-Left Bracket). Or, you can choose Go > Back.
The command works iteratively, so you can go back to just the previously viewed page or if you issue the command again, to the page before that, and so on. There's also an equivalent Go > Forward (Command-]).
- Apple in 1998: Retreat or Focus? (09 Feb 98)