rentiating the many varieties of Apple PCs as well as defining the target markets in order to focus advertising and development. This process continued for every generation of CEOs after Scully-as Apple sought to "...formalize and give cohesiveness to Apple's market segmentation strategy and to target specific Apple machines to particular market segments." The product strategy, however, mainly consisted of developing new products at a rapid rate.
             Scully returned to Apple in 1997 and after an analysis of the moderate success of the previous campaigns, he re-invented Apple marketing. The new strategy involved the introduction of a controversial "Think Different" campaign, and the deletion of many products in the Apple line. Furthermore, Apple extended its sale capabilities into the Internet, selling computers on The Apple Store online and over the phone.
             The introduction of the iMac, "...the most in
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