Today, Apple is above it all. The company has retired its gloves for the time being, and it lets companies like Microsoft and Samsung land unanswered blows while Apple just sits back and enjoys being the most valuable technology company in history. It’s easy to stay quiet when your success does the talking, so Apple takes a different approach to commercials for the holidays now, and releases ads meant to move us.

Apple definitely didn’t always take the high road, though. The company used to pick fights all the time with its more successful rival Microsoft, and today we’re going to take a look back at how Apple spent the Christmas holiday back in the 1990s.

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The infamous “I’m a Mac” ads starring Justin Long weren’t the first TV commercials in which Apple bashed Microsoft. In fact, the company has a long history of setting its sights on Microsoft and its products, and Wired recently took a look back at one of Apple’s Christmas commercials from the early 1990s.

There’s really no need for an introduction. Here’s the full commercial:

Zach Epstein has worked in and around ICT for more than 15 years, first in marketing and business development with two private telcos, then as a writer and editor covering business news, consumer electronics and telecommunications. Zach’s work has been quoted by countless top news publications in the US and around the world. He was also recently named one of the world's top-10 “power mobile influencers” by Forbes, as well as one of Inc. Magazine's top-30 Internet of Things experts.