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The company has a unique verbal and visual vocabulary and strives to establish a lasting connection with its consumers. In the 1970s, Apple ignited the revolution of personal computers within the market. This engineered the production of the Apple II, before the reinvention of the personal computer in the 1980s with the introduction of the Macintosh. The driver behind the branding of Apple is the desire of the company to bring the best personal experience of computing amongst the most common users of computers: educators, students, creative professionals, and overall consumers of electronics.