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- 21-JAN-2026 | Apple’s “The Guy With An Apple” Ad
21-JAN-2026 | Apple’s “The Guy With An Apple” Ad
Dan Bogachek
January 21, 2026
The Vault from Copywork365
The swipe file is dead.
Literally, and maybe figuratively as well.
When I first started working on this project, I gave it the working title, Toolbox. The simple tagline was: the swipe file on roids.
But the more I worked on it, the more it became clear that this wasn’t just a box of tools. Calling it a swipe file wasn’t accurate, either. Roided up, or otherwise.
Because at its core, the swipe file is merely a collection of pictures or text. A pile, in other words.
This thing behaves more like a navigable map.
And no matter how much stuff you hoard into a swipe file, its contents are inert.
This, on the other hand, grows deeper over time. Its contents are living.
So, henceforth, this will be known as…
(This is just a placeholder, made with the help of AI.
So hit me up if you can make this more human & prettier!)
The Vault is an atomic copywriting database. As far as I know it’s the first of its kind, so that’s what I’m calling it.
It’s a database of world-class excerpts just like the ones we cover right here on the daily. Spanning ad copy, webpage copy, and literature.
Each excerpt is x-rayed and dissected to reveal what makes everything tick, how it works — on the most granular level. (Hence, atomic.)
It covers all the tools, techniques, and psychology we touch on here, but in their full depth. Making it easy to master these “devices” and then apply them to your own persuasive writing. You can even filter by author or brand to steal the secret sauce from your very favorite writers, copywriters, and brands.
Same as before, I’ve still got a forever deal for you.
If you join the waitlist below, you get exclusive lifetime access for an ultra-low flat fee when The Vault launches. (It’s looking like Q1 or Q2 of 2026.)
After all, a sweetheart deal is the least I can do to thank you for your support.
And as I’ve mentioned before, yes, I really do mean lifetime.
Even if the internet ceases to exist. I’ll toil day and night to make sure you receive a physical copy. With however many thousands of excerpts this accumulates over its lifetime.
Pinky promise.
Apple’s “The Guy With An Apple” Ad
Watch the guy with an Apple.
He’s getting ahead.
All the way into the future, in fact.
Because while he used to struggle to solve business problems with pencil and paper, he’s now getting answers on his Apple personal computer in seconds.
And instead of spending hours forecasting sales, or trends, or trying to answer any of those difficult “What if…?” questions, his Apple is coming up with answers to a multitude of variables at the touch of a button.
The Apple is the first personal computer. The first computer to bring the power of computing right to your desk.
It’s easy to use. And easy to own.
It’s a powerful new tool to help you solve problems, make better decisions, and become amazingly more efficient.
It can change the way you think, work and live, because there are literally thousands of programs available.
Why not let an authorized Apple dealer show you a few ways an Apple can make you better at what you do.
And then you’ll be the guy to watch. 🏁
Note how this pegs the problem on the past version of the guy — not on the reader in the present moment.
Why? You avoid insulting your reader, but the still connect the dots and substitute themselves in. And then the following association is created in their minds:
Where I’m stuck now → Apple → where I want to be/who I want to be.
There’s nothing quite like the promise of transformation.
