Brazil is frequently seen as the home of the Amazon rainforest, a multi-ethnic nation where blacks are the majority and the country of soccer. One fact that surprises many is Brazil's highly technological landscape. Apple even has a subsidiary in Brazil.

The Brazilian market has gained visibility when it comes to advances in the high-tech industry, and has made impressive growth within the dotcom sector. Over the years, computers have become popular in Brazil, and that doesn't look to change soon. In the streets of Brazil's major cities, computer ad campaigns are prominent. Computers have become a commodity reaching beyond the most privileged citizens. During the past two years, Apple Brazil has played a key role in the so-called 'new economy.' In a country where IBM and Compaq are considered 'big corporations' because of their high prices, the arrival of a round-shaped computer with unlikely colors took the nation by storm.

Since then, Apple has been marketed to graphic designers, industry players and creative personalities, much the same way Apple has marketed itself around the world.

Jokes about iMac resembling toys surfaced soon after they were launched in Brazil. At events like Fenasoft, one of the most popular computer exhibitions in Brazil, Apple Brazil began the task of proving that the iMac is not a toy.
Today, the iMac, as well as the iBook, have become the darlings of the Brazilian advertising industry. In this case, Apple was considerably 'helped along' with 'free advertising.' Apple appeared alongside other products, which strengthened its commercial appeal. Authorized dealers were key in advertising Apple products, because Apple Brazil does not yet have an online store.

Those inclined to use Windows regularly spread rumors that Apple was about to go bankrupt, and therefore no one ought to buy Apple products. What those Windows users did not anticipate was that the worst was over for Apple, and the iMac was destined to be more than just another pretty computer. Apple is slowly regaining lost ground from the dark days before the second coming of Steve Jobs.

Recently, Apple Brazil launched a Cube advertisement on the major Brazilian TV channel. In addition to the television campaign, which surprised Brazilians, Apple has also invested in advertising with cable TV networks, best-selling magazines, outdoor spots, on buses and in theatres. Apple's attempt to reach targeted niches is quite clear. According to many users, Apple's campaigns for cable TV networks are too "American" for the Brazilian audience. Despite that, the brand is gaining in popularity.

Unfortunately, Apple Brazil doesn't disclose even an approximate number of how many iMacs there are in Brazil. Any number they gave would probably be inaccurate anyway. High computer prices in Brazil have created a significant demand for contraband. PowerBooks and PowerMacs are considered too expensive for the average Brazilian, and are sold on the black market.

Only recently did Apple Brazil launch AppleLine, a service which allows the purchase of Apple products by phone. The service has helped increase legitimate sales.

Apple's policy for dealers is one of its weakest points. Apple has different policies for its dealers, which are currently divided into authorized and professional units. Apple receives many complaints about the constant changes to this policy.

Apple allows iMacs to be sold in specialized computer stores, but also in supermarket chains. As with Apple's relations with dealers in the United States, miscommunication between dealers and the company has been a source of friction.

Brazilian Sales: Growth Market

Microsoft does not disclose its sales figures, but representatives say sales of Office for Mac have grown sharply, and are expected to continue. Macromedia's sales of applications for Mac - Flash, Dreamweaver, Fireworks and Freehand - represent "between 3% to 5% of (our) total sales," said Eduardo Souza, Macromedia's country manager.

The number is significant, considering Brazil did not allow the import of computers from 1976-92. During that time, a home grown Mac clone company named Unitron created something called the Mac512, by reverse engineering the Macintosh ROMs, and creating a version they could legally use in Brazil.

However, Online Apple site Applefritter.com quotes a former Apple engineer as saying: