Retailing the Apple II


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There's a lot to say about the history of the Apple II — and, thanks to writers like Steve Weyhrich, much of it has already been said. Some of it even originates in my own backyard, such as the creation of genre-defining software titles VisiCalc in Zork, which happened right in Cambridge, Massachusetts, home to MIT and Harvard.

But what about the local names that don't make the history books? Especially retailers? They're the ones who directly made computers available to the masses, equipping homes and offices with these new inventions. What was it like to be one of those early salespeople who had to convince customers of the utility of a machine that was entirely without precedent?

That's a bigger question than can be answered in a humble weekly blog post — but it's one that's brought to mind after stumbling across this photo, taken exactly forty years ago last month:

B&W photo of businessman in store holding Apple II peripheral

I originally found this photo published with this caption:

Joel Skolnick computer store manager in Cambridge, Mass., displays a memory board of one of the many functions an Apple II computer can do which is shown on screen. November 15, 1978 (AP Photo / David Tenenbaum).

That's not a very descriptive title: "computer store manager". But it turns out Mr. Skolnick is still alive and well in the area, and a quick visit to his LinkedIn profile reveals that he was the vice president of finance for a business called… Computer Store. Huh.

The history of Apple II retail is a potential Juiced.GS article in the making, and one for which Mr. Skolnick would certainly be a primary source. In the meantime, enjoy this photo of Computer Store of four decades ago.

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