toggle

AAPL Stock: 562.29 ( -3.03 )

MacNN News

Apple's ad campaign misses the point

updated 05:30 pm EDT, Thu May 4, 2006

Apple\'s new ad campaign

Apple's new "Get A Mac" campaign has been praised for its focus on the advantages of the Mac, but one columnist believes that it is preaching to the choir and won't bring about any signficant changes in market share. Columnist Stan Beer of IT Wire remarks, "no-one appears to be stating the obvious - it's preaching to the converted. [...] Yes, the Mac is easier to use, more reliable, much better for music and movies and, despite recent controversy, much less of a security risk. Hasn't the general public known about most of these things since 1986? So how come the horribly unsophisticated, virus friendly Windows PC gets the nod 96 times out of 100 times someone walks into a computer shop?" Beer says that the answer is really quite simple, that most people use a Windows PC at work or school, so usually they don't want something different at home. Even with the capability to run Windows, Apple has begun alienating the masses with its ads, according to the column.

by MacNN Staff

(26)

TAGS :

Apple

Share the Article

Facebook Twitter Delious Slash Dot Digg

toggle

Comments

tedjac

Joined:

0

05/04, 05:51pm | report spam | close Reply | delete
Many don't know...

I worked an Apple Store in S. Cal. for over a year and I was amazed at the number of people that would just wander in as they were walking down the street and they had NO IDEA what a Mac really was. Believe it or not, a common question was... Where is Windows? They had no idea that a Mac was a completely differnt OS. When they were shown the simplicity and elegance of the Mac OS they were almost always blown away. I sold many Macs to people off the street that had no real idea what a Mac was when they walked in the door. Computer geeks and pros THINK that the average person out there knows... mnay don't... and for this reason I think the new ads are right on the mark!!

cebritt
Fresh-Faced Recruit

Joined: Mar 2000

0

05/04, 06:06pm | report spam | close Reply |
Clever ads, mature market

I think the ads are clever. They get the point across without a bunch of geekspeak. The networking ad is especially good with the Mac guy speaking Japanese.

The bigger issue is that the personal computer industry is mature and people just don't get excited about processor speed and such any more. Computers are like appliances. If someone has the Internet and email, they're set. How many PC magazines are left? 3? I remember when Computer Shopper had 600+ pages.

Vista is slipping and nobody cares. XP is good enough. Even Bill Gates must be bored because he's complaining about being too rich...

jogdish
Fresh-Faced Recruit

Joined: Jan 2006

0

05/04, 06:11pm | report spam | close Reply |
I disagree

I have to disagree with this columnist, in my experience most people are under the impression that Macs don't play well with Windows.

I teach an anatomy lab at a local community college. For the lab, students are required to make a Powerpoint presentation about a health-related topic. Most of the students bring their presentations in on a flash drive and most of the time the drives do not mount on the PC at the school. At this point I have the students insert the drive into the USB port on my PowerBook and the drive easily mounts. At this point I am warned by the students that their presentation is in the PC version and won't work on my Mac. I double click the presentation icon, Powerpoint opens and they are off and running.

I was glad to see these commercials address the common misunderstanding that if you buy a Mac you are stranded in a backwards, incompatible world when the reality is that everything on a Mac just works.

MacScientist
Junior Member

Joined: Feb 2000

0

05/04, 06:41pm | report spam | close Reply |
Does Fry's sell clues?

If they do, then Stan Beer might do well drop by and get one. At first, I didn't like the virus commercial. I found the others to be quite clever. How little I knew! This very day while opening a Wintel laptop, one of my students told his colleagues and me that he wished that he had enough money to buy a Mac. He said that it doesn't get as many viruses as Windows. He specifically referenced the new Apple ad. Other students in the room nodded in agreement. He went on to say that his brother who works for CompUSA will help him get a Mac mini.

slider
Mac Elite

Joined: Oct 1999

0

05/04, 07:08pm | report spam | close Reply |
Just to criticize?

Uh, I don't get the columnist thinking. He says that apple points out the platforms strengths. Yes, and Apple is trying to convince PC users to switch. They do it in a series of witty, friendly, and short commercials without aggressively bashing PC's. Exactly what kind of commercial does this person think would work, I don't know, perhaps is problems is the commercial just wasn't "PC".

Mr. Strat
Fresh-Faced Recruit

Joined: Jan 2002

0

05/04, 07:30pm | report spam | close Reply |
the bs flow

And the bullshit continues to flow from these "experts."

caverbw
Fresh-Faced Recruit

Joined: Jun 2006

0

05/04, 07:32pm | report spam | close Reply |
Good, but not brilliant

C'mon folks...Apple doesn't need the creative advertising it once did. The products sell themselves, and the company has declared time and time again that it isn't interested in being 96 out of 100 users' choice for an *OS*. It is a boutique manufacturer, and always will be, and frankly, I'd prefer if they'd keep it that way.

I do think iTunes + iPod is what will carry Apple Computer, Inc. into the next decade...

jamesa
Grizzled Veteran

Joined: Sep 2000

0

05/04, 07:36pm | report spam | close Reply |
this guy is a hack

don't link articles to itwire - he's the australian equivalent of john dvorak, just trying to drive hits to his site.

sadmachine
Fresh-Faced Recruit

Joined: Jun 2004

0

05/04, 08:04pm | report spam | close Reply |
too expensive?

Whenever someone assumes Mac's are too expensive, point them here: http://systemshootouts.org/

For the hardware and especially software that Apple includes with their systems, they are right on par, if not better than Dell.

chadpengar
Fresh-Faced Recruit

Joined: Oct 2001

0

05/04, 08:06pm | report spam | close Reply |
actually ads are good

As one person observed on a mail list I am on: "Apple uses one of the biggest, most successful, and hip ad agencies in the US. This is not just 4 guys sitting in a back office writing a few commercials. Bet that this has been focus-grouped to death; and that they know EXACTLY who their target market is (and it ain't us and it ain't your mom). They don't want us to know, though clues point to newly-minted American young professional non-IT first-time (or first paycheck) home or SoHo computer buyers.

...And it's a very clever psychology of personifying the computers: you identify with the smart, poised, relaxed, confident, affable, friendly, helpful, modest Mac while he "manages" the interaction with the PC. Not negative campaigning, by any means - you identify Apple (and yourself) with the pleasant, non-negative guy."

barang
Forum Regular

Joined: Jan 2005

0

05/04, 10:42pm | report spam | close Reply |
On the mark

I think that while the adds aren't the most amazing ever, they definitely help. A friend of mine who is a graphic designer has always been wary of macs, and we've talked about it some.

Yesterday he told me he's going to invest in a Mac and a couple cinema displays cause he saw an add that said that the Mac has few virus problems. Amazing. I'm already seeing the results of the adds.

tindrum
Fresh-Faced Recruit

Joined: Apr 2004

0

05/04, 11:22pm | report spam | close Reply |
testudo?

I'm holding my opinion until I know what testudo thinks.

kw99
Fresh-Faced Recruit

Joined: Nov 2001

0

05/05, 02:02am | report spam | close Reply |
Most "PC" users

don't have a clue about Macs. They don't even think about Macs as an alternative.

These ads will be effective. They don't "alienate" Windows users. They just plant a seed in their minds to consider a better alternative. With widespread malware issues and a very visible delay in Vista, the timing for these ads is near perfect.

Before, the campaign was "Switch." Now, it's just "Get a Mac." Keep you PC and use it with our Mac if you'd like... no problem. You can even run Windows on the Mac if necessary. The attitude (just like the banter between the "PC" and "Mac" characters) is friendly. I don't see the "alienation." They are much more effective and memorable than the typical Dell ad that lists configurations, specifications, and prices.

dynsight
Fresh-Faced Recruit

Joined: May 2005

0

05/05, 08:16am | report spam | close Reply |
Ads are okay

The ads are fine, but a wasted opportunity. Why do I have to use the same computer at home that I use at work? Most people use what program...everybody now...MS OFFICE! And office exists very nicely for the MAC (even giving a nod to MS, this point needs to be highlighted).

Also, Apple needs to address the Myth that there is no software...even in their stores. Sure, if you're looking for an application in windows, you will find 30 or 40 of them, as opposed to 5 or 6 on the MAC, but do you really need that level of choice? Plus, most of the windows apps you will see are just old VB or poorly written .Net apps.

Apples have their place. Music, video, just less hassel.

You play games on a game consule, work on a PC, have fun on a MAC!

My two cents...

jhorvatic
Fresh-Faced Recruit

Joined: Apr 2005

0

05/05, 09:44am | report spam | close Reply |
Because there stupid

Anyone willing to buy a PC today is stupid to put up with the viruses and spyware and a 5 year old unsecure operating system. I've heard nothing but good things about the new ads from other people and not Mac heads either.

testudo
Fresh-Faced Recruit

Joined: Aug 2001

0

05/05, 10:17am | report spam | close Reply |
Re: testudo

I'm holding my opinion until I know what testudo thinks.

Gee, I was waiting for what tindrum thought. Damn!

All I can say is that on tuesday, the reaction here was more on the negative side on these ads. Now that someone criticizes them, all of a sudden the analysts are wrong?

testudo
Fresh-Faced Recruit

Joined: Aug 2001

0

05/05, 10:25am | report spam | close Reply |
Re: too expensive

For the hardware and especially software that Apple includes with their systems, they are right on par, if not better than Dell.

Yeah, again, if you need a specced out computer (isght camera? digital audio in/out?) and all that software (does everyone do podcasts, music production, movies, photos, websites, etc???)

And they never take into account what the mac doesn't have (PC Card slots, PCI slots, etc).

And those Macs no longer come with any type of office like suite (even a crappy thing like WordPerfect office or MS Works comes with most PCs). Where art thou, Appleworks???

hayesk
Professional Poster

Joined: Sep 1999

0

05/05, 10:39am | report spam | close Reply |
Re: testudo

The average user dosn't know what a PCI slot is, rather than why they might need one.

I've had a G4 desktop for 5 years for software development, and I've never needed a PCI card? So why does the average consumer?

You have a point about Appleworks, though. Consumer Macs came with AppleWorks right up until the Intel transition. Because AppleWorks is not native, they no longer include it. As outdated as it is, it can be useful. Most people don't need MS Office, but AppleWorks is more than enough for casual use.

testudo
Fresh-Faced Recruit

Joined: Aug 2001

0

05/05, 11:16am | report spam | close Reply |
re: testudo

The average user dosn't know what a PCI slot is, rather than why they might need one.

I've had a G4 desktop for 5 years for software development, and I've never needed a PCI card? So why does the average consumer?

Well, I have/had a Beige G3 which was used for basically home use and it ended up having all its slots filled (one for a USB/Firewire card - what a concept, new technology comes out, and rather then buy a new computer, you just add the functionality to your old one), one for a graphics card, and one for a tv tuner card.

And who cares whether people use it. Everyone talks about all this c*** that comes with macs that might never be used, but when you mention PCs and their expandability, its always "yeah, but no one expands their computers....". For example, how many iMac users use airport? Most people have one computer sitting next to their broadband. Airport is pointless. And most don't do bluetooth (nor know what it is). Doesn't stop apple from forcing it on all users (yet, just as usable/useless, modems are kicked out).

MacGeek50
Fresh-Faced Recruit

Joined: Mar 2006

0

05/05, 11:35am | report spam | close Reply |
It's better than...

Dude, you're getting a Dell!

Buran
Fresh-Faced Recruit

Joined: May 2000

0

05/05, 11:51am | report spam | close Reply |
if AirPort is pointless

... then why are more and more homes and businesses deploying Wifi as an alternative to costly and unsightly wiring? Properly secured, Wifi is a good answer to these problems. And no computer I've seen recently doesn't have an Ethernet port -- if you don't want to use the Wifi, just turn it off and plug in an Ethernet cable.

doc e
Fresh-Faced Recruit

Joined: Aug 2005

0

05/05, 01:00pm | report spam | close Reply |
WiFi isn't for everyone

Saying WiFi is useless at home is a very narrow-minded view. Sure if you're single, living alone with one computer it's usefulness is marginal. But if you're married and/or have a family with everyone having their own computer, then WiFi is a very cool and convenient way to set everyone up on the net. If you have a 2-story home it's also a whole lot easier connecting computers with WiFi than running cables.

testudo
Fresh-Faced Recruit

Joined: Aug 2001

0

05/05, 04:33pm | report spam | close Reply |
Re: if airport is pointle

... then why are more and more homes and businesses deploying Wifi as an alternative to costly and unsightly wiring? Properly secured, Wifi is a good answer to these problems. And no computer I've seen recently doesn't have an Ethernet port -- if you don't want to use the Wifi, just turn it off and plug in an Ethernet cable.

First, I didn't say it was completely pointless. But, in many cases, people DO NOT need it. My mac and PC sit under my desk. The router and DSL modem sit there as well. For what purpose would I want to spend money on adding wifi to either of these computers? Just to turn it off? That makes no sense.

Now, my iBook has wifi. And that makes sense to build it in, because that's the point of laptops, to be mobile. People don't move their macs all over the house just because they get an urge to work on the deck. (And, BTW, if you own a G5 tower, you don't move the computer at all unless you have the urge to rench your back out, as the sucker weighs a ton).

The only reason a business will run wifi is if (a) the building doesn't support easy wiring, (b) they don't have a need for high security on their network, and/or (c) they don't need high bandwidth. I can't imagine working with wifi, as slow as it is compared to a simple 100Base-T network cable. Anyone doing lots of file transfers to/from servers would be nuts to do this wirelessly. Wifi is great for the conference room, and might work for the big guys up front, but for grunt work, you better get some cable.

And its nice to know all computers come with built-in networking. But how many desktop computers come with built-in wireless by default, with no way of removing it? Apple's iMac and mini are two. I don't know of others (although I wouldn't be surprised if Gateway was stupid enough to do it).

But, my point was this: Apple makes computers that include everything. There are no choices. You want to deploy 50 iMacs throughout your office, all wired up. Great! But then that wifi/bluetooth stuff is just sitting there. Wouldn't you like to save that $5000 ($100 for the hardware x 50 computers)? Same with the iSight. Another $5000 of company money wasted.

testudo
Fresh-Faced Recruit

Joined: Aug 2001

0

05/05, 04:37pm | report spam | close Reply |
Re: its better than

Dude, you're getting a Dell!

Or the dell interns. Or the MS Office "Let's jump into a pile because Office 2003 didn't crash today!". Or the MS Windows "We're flying because we have XP". Or the Apple "switcher" commercials (Oh, wait, I can't remember, did we consider those good or bad? Must've been bad, because they're just like the new ones). Or the intel 'dancing bunnies'. Or...

Interlard
Fresh-Faced Recruit

Joined: Oct 2005

0

05/05, 04:49pm | report spam | close Reply |
Students learning from ad

I was interested by MacScientist's post about the students referring to the Apple ad. In summary, they quoted the ad and all seemed to nod in agreement.

I actually find it quite strange that students should be getting their information from advertising. I know I'm a bit different that way, but I always regard advertising as a kind of propaganda. Studies show that children are easily taken in (hence the ban on ads during Sesame Street), but most adults are at least semi-aware.

I thought students would know better.

Having said that, I think the ads are pretty factual (not to mention funny and subtly well acted).

zenith01
Banned

Joined: Aug 2006

0

05/12, 10:20pm | report spam | close Reply |
ipod for sale

ZENITH WORLD INC.

Email: zenithworldinc@yahoo.com

NEW GSM PHONES/PDA - UNBEATABLE PRICES WE ARE CERTIFIED WHOLESALERS OF VARIOUS GSM MOBILE PHONES AND LAPTOPS AT VERY AFFORDABLE PRICES ATTACH IS OUR VERY CURRENT PRICE LIST OF GSM PHONES FOR YOURREFERENCE ALL PHONES/PDA ARE BRAND NEW SIM FREE/OPEN LINES/UNLOCK.

We are mobile phones wholesalers and we do sale in pieces to enhance our sales.We deals on all brands and models of mobile phones such as Nokia,Motorola,Samsung,Sony Ericsson,Sagem, Sprint,Ipods, Laptops, Mp3 players etc at very cheap prices.Also, this is to reach our customers globally that its the season of BUY TWO GET ONE FREE. We are using this medium to reach interested buyers of mobile phones.Do kindly reply back if you are interested. THE KINDS OF MOBILE PHONES ARE LISTED BELOW: MOTOROLA RAZOR V3 for........$130usd, MOTORLA RAZOR V6 FOR........$150usd, MOTOROLA A1000 For $140, NEXTEL i930 For........ $110usd, NEXTEL i860 For........ $90usd, SONY ERICSSON W800i For ........$140usd, Sony ericsson w810i for.......$145usd, MOTOROLA MPX 220 For........ $110usd, MOTOROLA MPX 300

Show More Comments

Login Here

toggle

Network Headlines

05/25	Sotheby to auction Jobs Atari memo,...
05/25	Apple hiring new chip engineers for...
05/25	Third-gen iPad coming to Philippines...
05/25	Apple to integrate Baidu search into...
05/24	Apple submits surprise optical stylus...

Show All

05/25	Sotheby to auction Jobs Atari memo,...
05/25	Apple to integrate Baidu search into...
05/25	Google picks up webOS Enyo team, Open...
05/24	Apple submits surprise optical stylus...
05/24	Yahoo releases Axis 'visual search'...

Show All

05/25	Sotheby to auction Jobs Atari memo,...
05/23	Google launches redesigned Search app...
05/22	Leaked next-gen iPod touch part hints...
05/22	Hulu Plus updates with iPad Retina...
05/22	TiVo Stream to push TV to iPhones,...

Show All

03/02	Save $330 on refurb. 15.4-inch, 2.4GHz...
03/01	Pre-owned 8GB iPod touch 2G, drops...
02/29	$150 off Nikon Coolpix S80 Compact...
02/28	Plantronics BackBeat 903 Bluetooth...
02/27	Refurb. Seagate 1.5TB GoFlex Portable...

Show All

toggle

Apple's ad campaign misses the point

updated 05:30 pm EDT, Thu May 4, 2006

Apple\'s new ad campaign

Many don't know...

Clever ads, mature market

I disagree

Does Fry's sell clues?

Just to criticize?

the bs flow

Good, but not brilliant

this guy is a hack

too expensive?

actually ads are good

On the mark

testudo?

Most "PC" users

Ads are okay

Because there stupid

Re: testudo

Re: too expensive

Re: testudo

re: testudo

It's better than...

if AirPort is pointless

WiFi isn't for everyone

Re: if airport is pointle

Re: its better than

Students learning from ad

ipod for sale

Login Here

Register for our weekly email newsletter:

Connect tools:

Subscribe

to our RSS

Follow us

on Twitter

10 Most Read

10 Most Discussed

MacNN Marketplace

Apple's ad campaign misses the point

updated 05:30 pm EDT, Thu May 4, 2006

Apple\'s new ad campaign

Related Articles

Recent Articles

Many don't know...

Clever ads, mature market

I disagree

Does Fry's sell clues?

Just to criticize?

the bs flow

Good, but not brilliant

this guy is a hack

too expensive?

actually ads are good

On the mark

testudo?

Most "PC" users

Ads are okay

Because there stupid

Re: testudo

Re: too expensive

Re: testudo

re: testudo

It's better than...

if AirPort is pointless

WiFi isn't for everyone

Re: if airport is pointle

Re: its better than

Students learning from ad

ipod for sale

Login Here

Register for our weekly email newsletter:

Connect tools:

Subscribe

to our RSS

Follow us

on Twitter

10 Most Read

10 Most Discussed

MacNN Marketplace