Apple founder Steve Jobs, head of Apple's SuperMicro division (a combination of the Macintosh and Lisa divisions), focused on personal computers. Macintosh computers at that time were being used on college campuses with a high success rate. This had partly to do with the Apple University Consortium. This was Apple's mission statement: "To improve and increase computing technology on campuses, to provide low-cost computers to the university community, and, in partnership with Apple, to further develop Apple products and share experiences with other tertiary education institutions ." (University of Wollongong, 2008) Steve Jobs, still an integral part of Apple, was the person chosen to chair the meetings that would be held in universities. This would have given Jobs the opportunity to speak and sell members on certain departments of the University. This was also the best place to get valuable feedback on the products he sold. Jobs attended a meeting in Silicon Valley, San Francisco. Here he met Paul Berg (Shannon, 2006). Berg, an accomplished chemist, discussed with Job the problem of teaching both upper-level and lower-level courses using the same methodologies. This is because students studying lower-level courses had to make do with textbooks, while higher-level students used. practical and expensive methods deemed too complicated for computer simulation. Berg went on to advise Apple to upgrade their computers with higher specifications of random access memory (RAM), higher screen resolution, and make improvements to overall performance. This gave Jobs pause, but because of the problems Apple was having in...... middle of the paper ......fand, J., & Lois, G. (2000). Paul Rand. Phaidon Press.Hollis, R. (2001). Graphic Design: A Concise History (Art World). Thames and Hudson. Rand, P. (1993). Design form and chaos. NY: Yale University Press. Rand, P. (1996). From Lascaux to Brooklyn. NY: Yale University Press. Rand, P. (2001). Paul Rand: A Designer's Art. NY: Yale University Press. Stross, R. (1993). Steve Jobs and the next big thing. Athenium.Wheeler, A. (2012). Designing your brand identity: An essential guide for the entire branding team. John Wiley & Sons.Shannon, V. (2006) Apple is losing prestige in France. Available at: http://www.nytimes.com/2006/05/21/technology/21iht-lobbyside.html?_r=0 (Accessed: 20 November 2013)University of Wollongong (2008) Australasian Computer Science Week 2008 Available at : http://www.cs.uow.edu.au/conf/acsw08/sponsors.html (Accessed: 20 November 2013)