Three questions:

What did it smell like?

How long did it take?

What happened?

Xerox happened, that's what, at least according to this corporate history. By the time this ad hit the magazines, Apeco was already losing value and marketshare. It hung on, though, investing in R&D, and rolled out a machine in 1968 that made ten copies per minute. They also began to diversify, since that was all the rage. You know how that works: you're a copy maker, so naturally you buy a houseboat manufacturer.

Really, what's what they did. Several morphs and bankruptcies later, the company is . . . . a temp employment agency.