Steven P. Jobs [Chairman]: APPLE COMPUTER, INC. ANNUAL REPORT 1984. Cupertino, CA: Apple Computer, Inc., 1984. Original edition.  Slim quarto. Perfect bound printed wrappers. 44 [xxiv] pp. One double fold-out “Apple Factory: one 128 Macintosh every 27 seconds”. Fully illustrated with color photographs and financial charts. Tasteful design and typography executed in the Apple corporate style by Chiat/Day.  The book is complete, with solid spine and firmly attached pages.  There is some foxing on the outer cover and some staining.   
9 x 11 annual report with 44 pages of corporate analysis, financial data, and random middle fingers to IBM throughout. A 24-page black and white illustrated appendix of user testimonials follows the legally mandated financials, with photos and testimonials from Ted Turner, Kurt Vonnegut, Maya Lin, Peter Martins, Milton Glaser, Jim Henson, Dianne Feinstein, Stephen Sondheim, Bob Ciano, Lee Iacocca, and David Rockefeller.
Apple was founded by Steve Jobs, Steve Wozniak and Ronald Wayne in 1976 to develop and sell Wozniak's Apple I personal computer. It was incorporated by Jobs and Wozniak as Apple Computer, Inc. in 1977 and sales of its computers, including the Apple II, grew quickly. It went public in 1980 to instant financial success. Over the next few years, Apple shipped new computers featuring innovative graphical user interfaces, such as the original Macintosh, announced with the critically acclaimed advertisement "1984.” The high price of its products and limited application library caused problems, as did power struggles between executives. In 1985, Wozniak departed Apple amicably, while Jobs resigned to found NeXT, taking some Apple co-workers with him.
In 1982, Apple had issued an request for proposal that led to the hiring of Hartmut Esslinger's frog design, and the development of the Snow White design language. Used by Apple Computer from 1984 to 1990, the scheme has vertical and horizontal stripes for decoration, ventilation, and to create the illusion that the computer enclosure is smaller than it actually is. The Apple IIc computer, and its peripherals, launched in 1984, were the first to sport the new style, which would be used with only minor evolutions for the rest of the decade.
In 1984, Apple launched the Macintosh, the first personal computer to be sold without a programming language. Its debut was signified by "1984", a $1.5 million television advertisement directed by Ridley Scott that aired during the third quarter of Super Bowl XVIII on January 22, 1984. This is now hailed as a watershed event for Apple's success and was called a "masterpiece" by CNN and one of the greatest TV advertisements of all time by TV Guide.
And now let’s bring on Thomas C. Hayes to find out what’s generating all this commotion. Hayes filed this article for the Business section of the New York Times on February 25, 1984 under the typically dry Times headline “STRONG SALES SEEN IN '84 FOR APPLE'S MACINTOSH:” “More than 600 business computer buyers put Apple Computer Inc.'s new Macintosh through its paces at a trade show here this week.
”After 40 minutes on the machine, Robert Dieter, an executive of the Home Federal Savings and Loan Association of San Diego, was still not sure which microcomputer maker would get the big order he expects to place for Home Federal's 160 branches. But, he said, ''Whatever it is has to be easy to use, and this is easy to use.'' And he added, ''I'm impressed.''
”Many industry analysts, however, say the jury is still out on the Macintosh. Some accuse Apple of arrogance in not making the Macintosh and its three sisters in the Lisa series compatible with the International Business Machines Corporation's personal computer. Apple may yet pay for that arrogance, analysts warn. Although more than 150 companies are writing software for the Macintosh, few programs are available now. And until they are developed, the product's success will remain in doubt.
”Nonetheless, one month after Apple's chairman, Steven P. Jobs, introduced the machine before a cheering crowd of 2,600 at the company's annual meeting, it is clear to many that the Macintosh appears to be on its way, at least, to a very big first year. James McCamant, co-editor of the California Technology Stock Letter, estimates that Apple could sell as many as 500,000 Macintoshes by the end of September, the close of its fiscal year, if the company can make them that fast. He expects Apple's sales to climb to about $1.5 billion, or more than 50 percent above last year's $982.8 million.