Mike Markkula also insisted that Apple advertise for its new computer. He called up one of his friends, Regis McKenna, who was one of the most renowned advertisers in the Valley. While they worked with Steve Jobs on Apple’s first ads, an art director called Rob Janoff designed a new logo for the company. The only thing Steve asked him was: “Don’t make it cute.” He was the one who came up with the bitten apple (so that it wouldn’t look like a tomato), as well as the striped colors — to emphasize the Apple II’s ability to display color.

Rod Holt, a friend of Steve Jobs’, was hired to build a switching power supply and design a mold for the Apple II’s plastic case. Mike Markkula later also hired a fourth guy, Mike Scott, to run the startup, whose first offices were moved to Stevens Creek Boulevard in Cupertino.