journal: mac

Okay Apple, we get the point

So Apple unveiled a new “Get a Mac” web ad today. That’s well and good, and the ad itself is amusing, but I think it’s time to quit the Vista bashing. Yes, we get the point; Vista sucks (though I beg to differ), and Mac OS X has been on the receiving end of generally positive reviews, but is it really necessary to point and laugh at the class loser? ("HAHAHA OMG VISTA IS T3H SUX0RZ!!!!11!11!") I mean, the poor thing has suffered enough!  Just leave Vista alone!!!1

In all seriousness, here’s the thing: it’s been pounded into people’s head that Vista sucks. Whether or not that is really the case depends on who you ask, but the perception is already there. Apple has already added to that perception with their earlier ads, and the press is certainly doing their part too. Why keep at it?

There are so many things Apple could be highlighting about the Mac, but aren’t. They could be spending more time answering the question, “What makes the Mac so great?” And they’ve done it before. The Time Machine ad is nothing short of a stroke of genius. It demonstrates a clear advantage of the Mac: an easy-to-use backup system. Viruses is another good one because it highlights the Mac’s better overall security record. ”Now what” does a good job at explaining how buying a Mac is easier than buying a PC. And then Santa Claus is just plain clever. Each of these ads extol the virtues of the Mac, and while they might dig at the PC a little, they’re not overly smug, and they’re more accurate. The Vista attack ads, while amusing, and initially focusing on legitimate concerns (for example, Choose a Vista highlights the potential confusion over Vista’s multiple editons), have grown kind of tired.

So yes, thank you Apple. We get the point. Now let’s find something new to talk about.


1See also this.

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thinkback

1.

Funny you should mention Time Machine, because although that’s probably the format that’s going to be bringing the most actual switchers in, it also covers a feature that Vista has, although without the IN SPACE part. I agree that bashing your competitors isn’t the greatest way to get switchers, but I’m reasonably sure that these ads are only half intended to attract new users and half pandering to the Apple zealots who will eagerly take an anti-Microsoft talking point and spread it all over the internet like dogs and their urine.

For an example of good computer commercials that gets thrown around a lot when this sort of debate occurs, see HP’s “The Computer Is Personal Again” ads, which *gasp* manages to keep the focus on the things that can be done with their products, not “DELL SUCKZ.” http://www.youtube.com/watch?v=RVyofNRyGzA& feature=related

2.

This is advertising, remember? Its purpose is to gently remind people that Apple Inc. continues to exist and makes good computers.

The next time that people are in the market, they might remember the ads and consider buying an Apple computer. But, this only applies to people who are open minded about the subject. Or, they are people who have learned to loathe Microsoft. In short, they are people willing to take a risk.

This advertising is designed to overcome decades of Microsoft Fear, Uncertainty and Doubt that Apple was going out of business, was too expensive, was in a niche market, didn’t have a two button mouse, had no software, didn’t have intel inside and was incompatible with their computer at work. Those contentions have been untrue for two to seven years now, but I still hear Wintel advocates trot them out. Ignorance of Apple never seems to die.

The People who are still committed to Microsoft Windows may dislike being reminded that their Operating System has deficiencies. Perhaps, they are in denial. They may resent even looking at the possibility that the ads contain an element of truth. The Ads aren’t a hard sell, but people often dislike being made fun of, or what they have committed their lives to.

But, they are unlikely to buy a Macintosh, so why should Apple cater to them?

Especially, when these Ads cater to the people who are learning to loathe Microsoft, but aren’t yet ready to buy a computer yet?

3.

Why the fear of bashing Microsoft who actually deserves it? Because of herd mentality? Belonging to a forum with unwritten taboos of which bashing Microsoft is one of them?

Most important to ponder: Why is it taboo to tell the truth at all? No guts?

The fact is Microsoft overpromised and underdelivered. Vaporware to fight an Apple being too much better at what they do.
The fact is that Windows still has crappy security. A really lousy feat these days.
The fact is that Windows is just a lousy Mac copy and there’s plenty of good reasons to laugh (or cry) at Microsoft’s almost total lack of real innovation in spite of all their billions of dollars in the bank. Perhaps monopolies, companies getting big, fat and lazy really IS very bad for everybody?!

Apple’s advancements has been a good kick in Microsoft’s rear end, which on the other hand has been good. See their rushed out IE8 for an example. It’s obviously the hungry, confident and bright companies who do good for us, so why complain about the “shameless” ads? Don’t you understand?

4.

Why the fear of bashing Microsoft who actually deserves it? Because of herd mentality? Belonging to a forum with unwritten taboos of which bashing Microsoft is one of them?

Fear? There’s no fear. Simply put, why attack your competitors when you could be telling the world how cool your products are? I mean, OK, Apple says Vista sucks. But why should a Windows user switch to a Mac? That’s the question Apple should be answering.

5.

Companies that put down other companies in commercials are always in the second tier.  Sega and Pepsi comes to mind.  And now so do Apple.

6.

It’s basic advertising 101 to be simple, funny or in some other way emotionally arousing to make people remember and hopefully be influenced by it. Listing dry, technical facts to an audience mostly with limited knowledge is of course doomed to fail.

It’s just like when I developed software at the university. Assume the user is an idiot and he’ll thank you for it.

Want proof? Study all the articles on the web about Apple’s annoying or funny ads, depending on who you ask. The web is overwhelmed by them! They’re almost as omnipresent as those about the iPhone close to the premiere and Macs are selling better than ever. Your own reaction is a proof of its success!

I’m impressed by Apple’s advertising people! They deserve a raise, definitely!

And lastly, who cares what stupid people think? XvsXP ended up as a nazi-type of community where the truth played second fiddle to virtual, social relationships where loudmouthed youngsters controlled the agenda. To hell with dictatorships, I just told you the truth anyway!

7.

Great discussion so far. Keep it coming!

Companies that put down other companies in commercials are always in the second tier.  Sega and Pepsi comes to mind.  And now so do Apple.

And that brings up another point: it’s OK to draw comparisons between yourself and your competition; it’s another to relentlessly bash the competition.

Listing dry, technical facts to an audience mostly with limited knowledge is of course doomed to fail.

Listing dry technical facts will fail, yes, without a doubt. But the type of ads I’m advocating are more along the lines of the TIme Machine ad:

http://movies.apple.com/movies/us/apple/get amac/apple_getamac_timemachine_480x272.mov

This is the type of ad I’d love to see Apple follow up on. It describes an advantage of OS X is a consumer-friendly matter (yes, Vista has a similar feature set, but Time Machine is way more n00b-friendly), and does it well. Another one is this:

http://movies.apple.com/movies/us/apple/get amac/accident_480x376.mov

Again, the Mac’s advantages are made abundantly clear. And I love the MagSafe popping off at the end. raspberry

I’m impressed by Apple’s advertising people! They deserve a raise, definitely!

Oh yeah, they definitely cause a buzz and by and large I like them. That doesn’t mean I like every single ad, though. Obviously there is a time and a place to compare yourself to the competition. I think my problem is simply Apple harping on Vista so much right now. It’s getting old, and it’s crossing the line from simply showing a comparison of Macs vs. PCs (not a bad thing) to outright bashing (a bad thing). I’m starting to feel bad for PC. sad

And lastly, who cares what stupid people think? XvsXP ended up as a nazi-type of community where the truth played second fiddle to virtual, social relationships where loudmouthed youngsters controlled the agenda.

I don’t agree with that statement. I can tell you this much as a former XvsXP admin (and MacVsWindows admin, though I rarely visit these days): we never, ever, banned anyone for what they said. Instead, we banned/reprimanded people for how they said it.

8.

I like ‘em all, they are all humorous in different ways which explains the buzz.
It doesn’t matter if you like them or hate them, the fact that they got a reaction out of you is a success. Indifference is a failure.

XvsXP originally had the purpose to compare Mac OS X with Windows in a kind of pseudo-objective way but totally deteriorated into a communication device for immature youngsters with a bunch of bullies who didn’t tollerate one bit of criticism of Windows. The site lost all credibility and meaning at that point when Dan Pouliot released control to them.

I’ve spent some time at Arstechnica where the technical news and facts are constantly reviewed and the value in what they do is obviously infinitely higher for one who searches for real information. DTGeeks has some value for me too, gives some information which may be of interest.

Focus must be on the facts in other words, opinions are of little value for people passing by.

9.

I’ll admit it, I laughed at the “Yoga” ad. raspberry

10.

Tracked: use this link

Deep Thought: Okay Apple, we get the point

Tracked on: use this link at 22-Jan-14 07:53 AM

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