The Apple ad below announced the coming of the Macintosh computer in 1984. With the ad Apple positioned itself as the ultimate challenger of IBM. Throughout it's history Apple continued to keep this 'David vs. Goliath' image alive.
Ironacally Apple recently was dealt a blow when Norway’s powerful consumer ombudsman ruled that its iTunes online music store was illegal because it did not allow downloaded songs to be played on rival technology companies’ devices (FT). It's now Apple being Goliath.
Read more about it in this week's column.