Software for the Masses

Selling the programs that personalize those personal computers

Steven Stadler, 54, a senior vice president at the Massachusetts electronics firm of GenRad bought one of the popular Apple II personal computers for about $1,500. But that was just the beginning. First he had to buy something called Apple Post (price: $50), which was a computer program that told his machine how to keep track of the family's Christmas card list. Then he bought Apple Writer, a word-processing program, for about $75, so he could draft and type company reports. To connect his machine to...

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