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A key component to this is Apple's ease of use. "Adding extra hardware and software to a Mac was almost as easy as plugging speakers into a stereo system." Because of this loyalty, Apple was able to form a tight knit relationship with its customers, particularly within the education and design & publishing industries, which accounted for 80% of Apple's market position in 1998 (Exhibit A). Furthermore, the 1998 "Think Different" campaign propagated Apple's image as inventive and trendy. It enabled Apple to become a substitute based on design alone, giving it a particular edge over its khaki-clad competitors...
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