A great name for an interesting program

JointVenture brochure from the Apple Store

In its early days, Apple almost had a stranglehold on the K-12 education market. With the launch of the Macintosh people in "creative" industries such as advertising, design, and music embraced Apple's computers. Now Apple is having increasing success in penetrating the "non-creative" computer market.

Apple's distinctive industrial design is popping up in more and more businesses. And Apple seems to be both embracing the change and supporting it with programs like JointVenture. And how does Apple differentiate JointVenture from its regular offerings? The opening spread shows that this is a program for "grownups".

Inside cover spread in JointVenture brochure

This guy is a fair bit older than most of the people that you see in Apple's marketing materials, and as such is probably a more credible source for business people. They are not really looking for some guys with purple dreadlocks and a ton of piercings and tattoos.

But probably the most important part of the program is its name. JointVenture says that Apple understands business and that adopting a new IT platform requires cooperation and understanding from the vendor. I think that this can will help Apple to increase its penetration into the business market.

(Disclosure: About 15 years ago, when I was working as a copywriter, I owned a Macintosh, but I don't currently own any Apple products. However, a Macbook Pro and iPhone are on my shopping list.)