Picture this: It's 1981. Apple has just gone public, creating 300 millionaires overnight. But their champagne-popping celebration is short-lived.
IBM, the Goliath of mainframe computing, announces its entry into the personal computer market. For most companies, this would be terrifying – imagine Google suddenly deciding to compete in your space today.
But Steve Jobs saw an opportunity. He took out a full-page ad in The Wall Street Journal welcoming IBM to the PC market.
The ad featured a headline that would change tech marketing forever: "Welcome, IBM. Seriously."
The Genius of Apple’s "Welcome" Ad
Apple’s “Welcome” ad was more than just a greeting. It was a masterstroke of marketing strategy. Here’s why:
- Expert Positioning: In one swift move, Apple cast themselves not as the plucky underdog, but as the seasoned pioneers – confidently welcoming the corporate behemoth to a field they had already mastered while framing IBM as a slow-moving latecomer.
- Controlling the Narrative: By being the first to publicly address IBM's entry, Apple seized control of the broader PC competition narrative. This preemptive strike allowed them to define the terms of the conversation before IBM or anyone else could
- Generating Buzz: The ad's audacity generated significant media attention and industry buzz, amplifying Apple's message and creating a sense of anticipation about the upcoming market dynamics.
- Simplifying the Landscape: By not mentioning other competitors like Commodore or Tandy, Apple effectively positioned the market as a showdown between themselves and IBM.
Other Tech Brands That Riffed On The Ad
The “Welcome” ad format would be referenced and remixed for years to come. Notable examples include:
Key Takeaway For Product Marketers and Compete Pros
When a new competitor enters your space or launches a product, resist the urge to panic-list features they're missing.
Instead, view these competitive threats as opportunities to tell your unique story.
For up-and-coming startups, consider positioning yourself as the innovative expert or savvy underdog.
If you're an established player facing new competition, consider taking the high road by "welcoming" them to your field. This unexpected approach can:
- Demonstrate confidence
- Generate buzz
- Allow you to frame the competitive narrative on your terms
Remember: A well-crafted response to competition can reinforce your market position and spark interest – just as Apple did decades ago
