by the Propellerheads, which became the hallmark of all subsequent advertisements.

One of the problems, noted Apple ad agency creative director Ken Segall, was the use of what he termed a 'real person.' Steve Jobs, he stated, avoided using people in his ads because it was difficult to find an actor who appealed to everyone. Another problem was that, "It was somewhat uncomfortable to watch, and on the web some started to refer to it as the 'iClod' commercial... it was a young guy trying to act cool,