August 30, 2005: Test Drive a Mac

There is a persistent belief that if people would just try a Mac they would buy a Mac. Apple has tried to capitalize on this belief twice. The first was the ill-fated "test drive a Mac" campaign in the early days of the Mac (1984).

The idea was simple: qualified buyers could take a Mac home for a few days to see how they liked it. The program was a resounding failure. Apple went back to the test drive a Mac idea with the Mac mini. Apple's offer was as follows:

"We're so confident you'll love your new Mac mini, we'll let you test drive it for 30 days with no risk. If you decide you don't want it, we'll take it back. Here's how the test drive works:
Purchase a new Mac mini from the Apple Store online. You can also get an Apple keyboard and mouse, such as our new Mighty Mouse.
Set it up and start enjoying it.
If you don't love it, call us within 30 days of your order and we'll arrange for you to return your system — including the Apple keyboard and mouse - for a full refund."

The test drive a mini offer was just as ill-fated as its predecessor — Apple cancelled the promotion less than 24 hours after it began. Apple's second run at the "test drive a Mac" ploy began on August 30, 2005.