As Glen Sanford states on his History of Apple Website, «in January 2002, Apple reinvented the consumer desktop, again, when it released its flat panel iMac». The company also announced iPhoto, a new software package. However, Apple stumbled in the second half of 2002, when the marketplace shrank due to global economic conditions. In June, Apple introduced its Switchers ad campaign, which would grow to be one of the most successful of Apple’s history. Based on non-scripted monologues of real people, the Switchers campaign made the strongest case yet for Macs in a PC world. In July 2002, Apple announced iCal and iSync, as well as the free iTools service which would be rolled into a new subscription-based «dotMac» service, aimed at futher centralizing the Mac in the high-tech lifestyle. But in October Apple announced a quarterly loss of $45 million, due to weak PowerBook and PowerMac sales. (more…)