In 1970 Digital Equipment Corporation (DEC) introduced an impact dot matrix printer, the LA30, as did Centronics (then of Hudson, New Hampshire): the Centronics 101. The search for a reliable printer mechanism led it to develop a relationship with Brother Industries, Ltd of Japan, and the sale of Centronics-badged Brother printer mechanisms equipped with a Centronics print head and Centronics electronics. Unlike Digital, Centronics concentrated on the low-end line printer marketplace with their distinctive units. In the process, they designed the parallel electrical interface that was to become standard on most printers until it began to be replaced by the Universal Serial Bus (USB) in the late 1990s. The Apple ImageWriter was a popular consumer dot matrix printer in the 1980s until the mid 1990s.