Navy follows a strict code defining how uniforms are to reflect rank. Once she had the flavor nailed, the product was launched and the world got the Cap’n, and really sore gums.Īs for the Cap’n, one might assume that a great deal of research went into designing the saccharine sailor’s uniform, but they would be incorrect. ![]() Towards this end, she tried to mimic something close to a brown sugar, butter and rice concoction her grandmother used to make her as a child. As to that flavor, Low, who by the way was also involved with the development of Almond Joy and Mounds, as well as the Heath bar, states she was attempting to come up with that ineffable quality known as “want more-ishness” with this particular product. Interestingly enough, Cap’n Crunch was also around before the cereal that bears his name was even finished, with flavorist Pamela Low still working on the product while Quaker Oats was already done with the marketing side. naval investigation, helped give the world the iPhone, and his dog may be implicated for manslaughter. While he may seem like any other innocent mascot, Cap’n Horatio Magellan Crunch is a man of mystery and intrigue. Several mainstays of the canonically fuzzy cereal multiverse have their origins in the Wild West period of children’s marketing: Lucky the Leprechaun, Toucan Sam, and, of course, the infamous, mouth-mutilating Cap’n Crunch. Nowhere is this more apparent than in the cereal aisle. ![]() Advertising was largely unregulated-a fact that continues to influence certain industries. I might make hundreds of dollars." As it turned out, over the next five years I made over six million dollars in royalties.Anyone who has seen Mad Men knows that the 1960s in America were a time of unmitigated consumerism. So, riding my bicycle to the post office with a big manila envelope, I thought, "Hey, maybe they'll like my program. Somehow they heard about a word processor I was writing for my own use, and asked to see it. What happened was that the Apple decision-makers, Steve Jobs in particular, realized they had already saturated the market for hobbyists, and wanted to begin to sell computers to ordinary people, people who intended to use a computer to solve everyday problems like writing and printing documents. It was actually sold alongside Apple's operating system, it wasn't integrated into it. > And how did it end up being used in Apple's O/S? I wrote Apple Writer in assembly language - a very slow and laborious process, but the resulting program was very fast - much faster than its competition. Both RAM and storage were limited, and the machine had a clock speed of 1 mHz (glacially slow by modern standards).Īlso (apart from a version of BASIC that was too slow for serious work), there were no high-level languages, so if you wanted to write a high performance program, you needed to write in assembly language - one step above object code. > I don't know much about programming, so this question might seem a little dumb, but how did you write Apple Writer?Īt the time (beginning in 1978) Apple had only one computer for sale - a small machine called the Apple II that used a very limited processor called the 6502. Later, Draper supposedly remarked, "They asked for a hundred thousand dollar word processor, and I gave them one." Rumor has it that the PC version of Easy Writer was really terrible and didn't last long. Later I heard they offered Draper the same deal and he accepted. I think you'll need to do better than that." But IBM wouldn't budge, and that ended the negotiation. I thought for a minute, then said, "100K, okay, umm, that's 15 days of Apple Writer royalties right now. I asked "What business terms?" The IBM guy, taken aback that a programmer would switch into business mode so quickly, said, "Okay, you get $100K in royalties, after which we own the program." ![]() After my program Apple Writer ( ) replaced Easy Writer and became Apple's default word processor, someone from IBM called me up and asked me to write a word processor for their PC. I have the real story, and the author should have talked to me. ![]() When IBM launched its first PC, it also chose EasyWriter, over competition from other programmers, including a young Bill Gates." It became Apple's first word-processing program. Draper received permission from the sheriff's office to attend a computer fair in 1979 in San Francisco, where the program, named after the cult film "Easy Rider," was a hit.
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