Apple user group connection

The Apple User Group Connection (AUGC) was established in 1985 by Apple and led by Apple employee Ellen Leanse. AUGC was formed in response to concerns from users in community user groups that, with release of the Macintosh, development for existing Apple II and Apple III computers was compromised. The idea was for Apple to share information with its user community directly, rather than through the more traditional support and distribution channels. The organization successfully encouraged Apple to pursue early internet technology such as bulletin board systems and ARPANET.

Eighteen months after the release of the Macintosh, owners of Apple II and Apple III personal computers expressed frustration with the limited development of new features for these products. Seeking a commitment to ongoing support of utilities and software, users contacted Apple, published complaints in computer publications, and spoke out at public events such as MacWorld and other trade shows to ask for a future path. Furthermore, as Macintosh users sought more direct means of learning about innovations and capabilities of the Mac and its software (in 1985, standards for customer support depended primarily on written/mailed correspondence) Macintosh users began ask Apple and software providers for faster access to technical and usability information, as well as upgrades. Apple CEO John Sculley responded by creating a position for a "User Group Evangelist" charged with realigning Apple with its active user community through communication and identification of mutually-beneficial product development.

In September 1985, Apple established the Apple User Group Connection (AUGC) in response to input from users in community User Groups including Boston Computer Society and Berkeley Macintosh Users Group, along with user communities within educational, science, and business organizations.

Ellen Petry Leanse, an Apple employee since November 1981, became Apple's first User Evangelist in September 1985. Her charter was to address the frustration directed at Apple from the Apple II and Apple III installed base - individuals, business people, government officials and education leaders from around the world who had come to feel abandoned by Apple as it turned its attention to the Macintosh.

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