Video: Watch Apple woo the class of 2019 E-mail Tweet Facebook Google Plus Linkedin Share icons by Philip Elmer-DeWitt" itemprop="author" class="article-byline-author"> Philip Elmer-DeWitt @FortuneMagazine July 29, 2014, 7:32 AM EDT The last week of July is when parents of college-age kids decide what computer to buy. How do I know this? Because it’s July 29, and Apple, which knows how to sell high tech to youth, is going after the college market like a rich fraternity recruiting a new crop of pledges. A fraternity with a $164.5 billion endowment. The class of ’19 campaign has several parts: The MacBook Pro with a “Retina screen” that popped up on Apple online store today. It starts at $1,299, which tells you what tax bracket Apple is targeting. The traditional $100 Apple Store gift card for customers who buy a Mac for college. A 30-second TV ad for the MacBook Air (starts at $899) that celebrates the youthful art of the computer sticker. Posted on YouTube last week, it’s gone semi-viral (360,000 views to date). . Below: “Stickers” . Follow Philip Elmer-DeWitt on Twitter at @philiped. Read his Apple AAPL coverage at fortune.com/ped or subscribe via his RSS feed.