A friend once told me of his oldÂer cousin who, for the freakÂish act of installing a comÂputÂer in his colÂlege dorm room, found himÂself immeÂdiÂateÂly and irrevÂoÂcaÂbly dubbed “comÂputÂer Jon.” This hapÂpened in the earÂly 1980s, and boy, have times changed. They’d even changed by the late 1980s, by which time Apple’s colÂlege marÂketÂing efforts had become sufÂfiÂcientÂly advanced to require the talÂents of Matt GroenÂing, best known as the man who creÂatÂed The SimpÂsons. But that prime-time aniÂmatÂed sitÂcom wouldÂn’t begin its record-breakÂing run (still withÂout an end in sight) until ChristÂmas 1989, while the GroenÂing-illusÂtratÂed Who Needs a ComÂputÂer AnyÂway? (which you can flip through above) appeared earÂliÂer that year. Back then, readÂers might well have known him first and foreÂmost as the creÂator of the satirÂiÂcal alterÂnaÂtive-weekÂly comÂic strip Life in Hell, which had debuted in 1977. One of its stars, the hapÂless but good-heartÂed young one-eared rabÂbit BonÂgo, even made his way to Apple brochure’s covÂer. Though comÂputÂers themÂselves had long since come to domÂiÂnate AmerÂiÂca’s camÂpusÂes by the time I entered colÂlege, he and GroenÂing’s othÂer now-lessÂer-known charÂacÂters did do their part to preÂpare me for acadÂeÂmia.
I refer, of course, to School is Hell, his 1987 Life in Hell book offerÂing sarÂdonÂic primers on each and every phase of modÂern eduÂcaÂtion from kinderÂgarten to grad school (“when you haven’t had enough punÂishÂment”). GroenÂing’s pages in Who Needs a ComÂputÂer AnyÂway? read like a less sharp-edged verÂsion of those carÂtoons, folÂlowÂing Life in HelÂl’s sigÂnaÂture “The 9 Types of…” forÂmat to present the readÂer with their nine types of future colÂlege classÂmates, from “the stressed” to “the techÂnoid” to “the unemÂployed.” Between these, you can read Apple’s pitch for why you’ll find a piece of equipÂment still someÂwhat outÂlandish and expenÂsive so essenÂtial to every aspect of your colÂlege career. Though datÂed techÂniÂcalÂly — the text menÂtions nothÂing of the interÂnet, for instance, which this genÂerÂaÂtion of colÂlege stuÂdents would soonÂer drop out than do withÂout — it nevÂerÂtheÂless underÂscores the design virtues of Apple comÂputÂers — an intuÂitive interÂface, appliÂcaÂtion interÂopÂerÂabilÂiÂty, “everyÂthing you need in one small, transÂportable case” — that remain design virtues today. It also disÂplays an impresÂsive preÂscience of the perÂsonÂal comÂputÂer’s comÂing indisÂpensÂabilÂiÂty, a conÂfiÂdent preÂdicÂtion that, if not for the slackÂer’s levÂiÂty lent by GroenÂing’s hand, might, at the time, actuÂalÂly have soundÂed implauÂsiÂble.
via RetroÂnaut/DanÂgerÂous Minds
RelatÂed ConÂtent:
Hunter S. Thompson’s Edgy 1990s ComÂmerÂcial for Apple’s MacÂinÂtosh ComÂputÂer
Every Apple Ad Ever Aired on TV
ColÂin MarÂshall hosts and proÂduces NoteÂbook on Cities and CulÂture and writes essays on cities, lanÂguage, Asia, and men’s style. He’s at work on a book about Los AngeÂles, A Los AngeÂles Primer. FolÂlow him on TwitÂter at @colinmarshall or on FaceÂbook.




