PowerBook

(Apple)

Problem.

Notebook computers had been impractical: they were cumbersome, heavy and lacked the processing power of a desktop. But Apple had developed a solution. They asked us for a name that would leave the baggage associated with notebooks behind and still be believable.

Solution.

With PowerBook, Lexicon made a promise Apple could deliver on. Two common words were welded to create a powerful marketing tool: Powebook - a groundbreaking notebook that was smaller and lighter without sacrificing processing power. The first series was hugely successful, capturing 40% of all laptop sales. First year sales exceeded $1 billion, and in 2001 PowerBook earned a “Gold’ designation from the international Design Excellence Awards.

PowerBook_Apple_credential.jpg
 

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