In 1980, IBM president John Opel, recognizing the value of entering this growing market, assigned William C. Lowe to the new Entry Level Systems unit in Boca Raton, Florida. Market research found that computer dealers were very interested in selling an IBM product, but they insisted the company use a design based on standard parts, not IBM-designed ones so that stores could perform their own repairs rather than requiring customers to send machines back to IBM for service The IBM PC debuted on August 12, 1981 after a twelve-month development. Pricing started at $1,565 for a configuration with 16K RAM, Color Graphics Adapter, and no disk drives. The price was designed to compete with comparable machines in the market.[30] For comparison, the Datamaster, announced two weeks earlier as IBM's least expensive computer, cost $10,000 IBM's marketing campaign licensed the likeness of Charlie Chaplin's character "The Little Tramp" for a series of advertisements based on Chaplin's movies, played by Billy Scudder
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