The document contrasts the personalities of Apple and PCs. It describes Apple as cool, trendy, young, friendly, reliable, fast, and looking for fun, while PCs are described as boring, formal, cold, old, unreliable, slow, and not inspiring. It then discusses Apple's focus on experience, packaging/color, logo, and stores in building its brand personality compared to PCs.
9. ¡°Hi, I am a PC¡± ¡°Hi, I am a mac¡±
I am boring, I am cool, trendy,
formal, cold, old, young, friendly,
unreliable, slow, casual, reliable, fast,
not inspiring looking for fun
PERSOONLIJKHEID