The following advertisement appeared in the London newspapers today:

Pictured is Alistair Taylor, general manager of Apple, who against his better judgment was persuaded to appear by Paul McCartney. Among The Beatles, Paul was clearly the prime mover in the Apple venture. According to board member Peter Brown,

Paul, for the longest time, was Apple. It was his baby. He was coming in every day, and decisions were made by either Neil [Aspinall] or me going to him and saying, “Do you approve?” “Yes.” Okay, it was done. Paul oversaw everything, from building the offices to designing the layouts.

John would show up now and again, but was not super-productive:

Stoned and cranky during his brief outings to the Apple office, he growled at the inexperienced young staff, firing off obscenities at the most insignificant provocation. (Bob Spitz, The Beatles)

George, meanwhile, wanted nothing to do with the whole thing. “I hate it,” he said, describing the Apple offices as “rooms full of lunatics, people throwing I Ching and all kinds of hangers-on trying to get a gig.” As for Ringo, I’m not sure he even knew that Apple existed; the others may have forgotten to mention it to him.

So as with Magical Mystery Tour, the lion’s share of the blame for this latest fiasco goes to Paul. I’m not sure who had to sift through the deluge of submissions that poured in from every ambitious eccentric in the country. But in the end not a single artist was signed to a contract as a result, sales of Bentleys did not skyrocket, and the status quo continued unabated.

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