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http://www.macnn.com/articles/02/02/14/apple:.everything/

Apple: Everything is easier on a Mac

updated 08:40 pm EST, Thu February 14, 2002

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Apple continues its apparent phasing-out of the Think Different advertising campaign with a new Web page outlining why the Macintosh is easier to use than Windows. "Everything is easier on a Mac" cites iTools, Mac OS X, Microsoft Office, AirPort, iTunes, iDVD, iMovie and iPhoto as reasons why the Mac platform is simpler and better than its competitors. Moreover, Apple appears to be pushing the 'digital hub' concept as it presents the Mac as a complete solution.

by MacNN Staff

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MacNN.com Reader
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02/14, 08:58pm | report spam | close Reply |
About time!

this is only what mac users have been telling apple for YEARS....

MacNN.com Reader
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02/14, 09:02pm | report spam | close Reply |
About time!

this is only what mac users have been telling apple for YEARS....

MacNN.com Reader
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02/14, 09:04pm | report spam | close Reply |
except.....

for crashing.....

MacNN.com Reader
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02/14, 09:05pm | report spam | close Reply |
except.....

for crashing.....

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02/14, 09:10pm | report spam | close Reply |
Crazy Ones

Using a Mac still requires you to Think Different.

geezer
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02/14, 09:26pm | report spam | close Reply |
Hmm..

crashing? freezing? dunno what OS you are using but i use OS X, maybe you've heard of it?

it's the proverbial Rock of Gibraltar.

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02/14, 09:32pm | report spam | close Reply |
Re:Hmm

Isn't that what he just said? That everything else is easier on a Mac except being harder to crash on it?

yeahrightsure
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02/14, 09:36pm | report spam | close Reply |
right...

And he/she was such a dim freakin' bulb that he/she had to say it twice... DOH! When are people going to get wise about hitting reload/refresh?

corelli

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02/14, 09:49pm | report spam | close Reply | delete
We'll miss you, Think...

Great ad campaign it was. And that's a pretty boring Web page. I don't really want to click on anything.

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02/14, 10:18pm | report spam | close Reply |
About time!

this is only what mac users have been telling apple for YEARS....

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02/14, 10:34pm | report spam | close Reply |
oh boohoo

i'm gonna miss Think Diffferent. does that mean i can no longer wear my think different thongs?

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02/14, 10:59pm | report spam | close Reply |
Yawn

Whoa, Macs are easier to use than PC's? I don't have a problem figuring out Windows Media Player or Internet Explorer or MS Word or Outlook Express on my PC because they're all amazingly easy to use, but I think I'll switch to Mac because it sounds EVEN EASIER!

^^^^
The above situation will never happen in a million years, what a horrible ad campaign.. =(

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02/14, 11:18pm | report spam | close Reply |
Re: Yawning Troll

Whoa, Macs are easier to use than PC's? I don't have a problem figuring out Windows Media Player or Internet Explorer or MS Word or Outlook Express on my PC because they're all amazingly easy to use

And did you have fun with your day-long installsof Windows 98 / 2000 / Me / XP? Like that super-easy connection of third party peripherals, and how flawlessly they always work, right out of the box? And those amusingly frequent crashes, and the constant necessity of downloading MS security patches, which STILL never seem to keep the viruses out..... Ah yes, Windoze is SO simple... just like the folks who use it.

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02/14, 11:31pm | report spam | close Reply |
re: troll

seriously though, if you bought a computer with xp already installed, it's really not that bad. apple should've had the "mac as full solution" ad campaign back when the competition was 98. XP fixes alot of the irregularities, crashes, etc that 98 had problems with. (of course the mac didn't have all the iapps back then though...) they've left a few though and os x is still infinitely more stable than my xp boxes but xp is pretty usable now. in fact, for surfing the net, i much prefer windows because it's just so much faster than os x.

and i do like the windows update system better than os x's update system. it keeps track of your update history, you can personalize it and it categorizes updates into "critical," general windows xp and driver updates. instead, os x just displays a long list of updates and you get to sort out which is which.

Patrick_Starfish
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02/15, 01:08am | report spam | close Reply |
score!

I believe I called this before everyone and got shot down SLAM

TheGreatButcher
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02/15, 01:21am | report spam | close Reply |
good

looks like Apple finally fired those Berzerkeley-clueless-about-the-real-world marketers they had and hired some real ones

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02/15, 01:37am | report spam | close Reply |
re: score!

yeah, i can believe that. you probably ran into a bunch of self-righteous people saying things like "oh you just don't understand the whole ad campaign, it's great" and all that. while the think different campaign was great, it surely missed the mark in that it didn't do anything to get windows people to consider macs. those people always eventually asked "why?" and think different just didn't answer that question.

HeatherEcsedi
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02/15, 01:58am | report spam | close Reply |
What Apple forgot

Everything is easier on a Mac - including having Mac users pay much more to buy their next G4. Honnestly, I'm not the least interested in buying a new iMac. It may look cool and bla bla bla, I have no use for it. I need PCI slots. So what choice do I have left ? A G4 PowerMac I cannot afford or ... a PC running Xp ! I've been a die hard Mac fan since 1988 but with the introduction of MacOS X and prices just to steep for me, I might as well go for Wintel. It's a tough decision to make but I'm seriously thinking about it... Okay I just can't - sob - but I really wish we had more choices. I don't need a very fast Mac but my beige G3 is kinda getting old even though it still runs perfectly.
I'll miss the Think Different campaign too. The Think Different - Buy Different - Spend More Money Different thing - again. Btw, the next Mac I might be buying will be a Performa 6400. One more piece in my private Apple museum.

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02/15, 03:22am | report spam | close Reply |
This is the answer

This is the answer to the first campaign:

Apple: "Think different"
Consumer: "Why?"
Apple: "Everything is easier on a mac"

joeg
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02/15, 04:02am | report spam | close Reply |
Sorry Apple, too late ...

What a bad time to come up with this strategy. The Mac *used* to be easier to use but not any more. I've used Macs since 1984 and PCs since 1994. The Mac did have a significant advantage in ease of use for many years but that advantage has been eroded slowly but surely. Windows has become easier to use and the Mac more difficult. Now, with all the OSX command-line c*** and confusing permissions, which is fine if you are a geek, I actually find Windows easier to use - and faster too.

As a graphic designer, one of Apple's mainstay markets, I just want to get my work done without barriers being thrown up in front of everything I want to do. I want a colour accurate monitor too but sadly, Apple don't do those anymore. What are they playing at - deserting the faithful like this?

scottgfx
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02/15, 04:56am | report spam | close Reply |
Re: Sorry Apple...

Hmmm, Why do you feel the need to use the command-line? I've been using my G4-733 for 6 or 7 months now, and I don't believe I've opened it once. Perhaps you're just making things harder on yourself. If you want to, there's a command prompt that you can bring up in XP too! Ahhh, XP. Where the drive names are still throwbacks to CP/M.

I have a XP based dual Athlon 1.2Ghz sitting under my desk. I've tested Photoshop 6 on it and yes, it's quite zippy. Strangely enough, it's faster than my dual G4-500 at work. Two huge problems. The CONTROL key is in the wrong place. I have to contort my hand in all sorts of new ways just to undo. Apple was thoughtful enough to place the COMMAND key right where my thumb goes. It's a lot easier than using my pinky on the control key. The second problem is the pull-down menus in Windows. There is always a delay before the sub menus pop up, even when you have all the cute sliding animation c*** turned off. I also don't care for the way the image panels are redrawn. It's kind of chunky even with a Radeon 8500.

Why do these things matter to me? I do graphics for TV news, and my deadlines are measured in minutes or seconds, not days.

A PC using friend of mine started a new job where he had to use Macs at a newspaper. After a few months, he learned that he worked faster with the Macs and ended up buying my Blue G3-450.

I could also go on about resale value. :)

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02/15, 05:09am | report spam | close Reply |
I'm the yawning troll

I'm not a "troll" just because I don't think Macs are significantly easier to use. I like Macs more than PC's, but I'm running a PC running WinXP right now. I just bought a printer the other day for my PC. Here's what I did to make it run on XP (besides taking off the printer tape and inserting the cartridge etc):

1) Stick in the USB cable
2) There's no step 2!

Installing WinXP isn't hard at all either (I've done it a couple times). Just wait a long time and plug in your serial #, etc.

Like I've said before: Talk about why Macs are BETTER, not simpler. Nobody wants a "simpler" TV, a "simpler" camera, or a "simpler" cell phone. They just want better ones. PC's used to be too complex for the average user, not anymore (except for some target groups).

scottgfx
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02/15, 05:37am | report spam | close Reply |
Re: Yawning Troll

The driver for the printer was probably already in the XP install. There are a lot of them included. Perhaps XP is better about driver installs (I haven't added a printer to mine yet) but my experiences with installing a USB printer under 98 and 2000 have been pure h***. (install. plug-in printer. no-go. uninstall. re-install. no-go. uninstall. shutdown. plug-in printer. startup. see-printer. install driver. no-go. switch USB port. Hey, now it works.) or some such frustrating hour-long battle. I could never find any logic behind it.

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02/15, 08:22am | report spam | close Reply |
Apple's True Advantages

I've been using PC's since '92 and my PowerBook since Feb '01. My PC gets used for email, surfing, and Quake3. I was never creative with computers until the first time I used iMovie.

From that moment on, I've been hooked. I'm in the process of editing my brother's wedding. They can't believe how professional the results look.

Also, I just picked up a second-hand digital camera yesterday, and I'm having fun being able to take unlimited amounts of pics and playing with them in iPhoto. Between my new camera and the scanner I got for my old pics, I can see a few of these iPhoto books & 20x30 blowups as perfect gifts.

I guess what I'm trying to say is, if I just want to do mundane computer work, I use a PC. When I want to actually create something with my computer, I use the Mac. Somehow, it just gets the creative juices flowing.

hayesk
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02/15, 08:24am | report spam | close Reply |
Re: Yawning Troll

I think Apple's idea of things to do that are easier are not abstract computing tasks like save a file or install a printer, but rather real world things like listen to music, create a DVD, make a movie, type a letter, etc.

Though I will agree when you have the drivers and Windows XP is behaving, it can be just as easy to install a peripheral. But if you don't have the driver...

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02/15, 08:46am | report spam | close Reply |
Re: What Apple forgot

"Btw, the next Mac I might be buying will be a Performa 6400. One more piece in my private Apple museum."

So, you're going to complain to everyone about how expensive Apple hardware is---so expensive that you just can't afford a new G4---but you're going to waste money on a 6400 for your "private museum"? OK, sure.

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02/15, 08:49am | report spam | close Reply |
Think Different.

Was a creative campaign for a creative company. "Everything's easier on a Mac" too closely mimics (and it *pains* me to say this) Dell's "Easy as Dell." I think if they want to go the mundane route, they should at least modifiy to be "Everything is BETTER on a Mac." Maybe they can use this tagline and the word "easy" can be interchanged with other adjectives as the situation dictates. For example:
DP PowerMac ad: "Everything is faster on a Mac."
iBook ad: "Everything is cooler on a Mac."
iMac ad: "Everything is entertaining on a Mac."
TiBook ad: "Everything is industrial-strength on a Mac."
iPod ad: "Everything is louder on a Mac."
AirPort ad: "Everything is connected on a Mac."

etc etc...

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02/15, 09:24am | report spam | close Reply | delete
is easier always better?

A philosophical question: does easier always mean better?

Also, Apple's webpage really doesn't address non-creative professionals (that is, business/corporate users who aren't in the graphics or press world), which is an area they've always addressed poorly imho. They should put up links, at the very least, to accounting, database, and administrative solutions that are already out there and that unfortunately too many people don't know exist.

rickolseth
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02/15, 10:19am | report spam | close Reply |
from the cranky old man:

to all the wavering mac faithful:
"..but they're too expensive": yeah, yeah. Suck it up and EARN MORE MONEY if you want one. Get a paper route, or do somebody's web page. Be creative. Might as well spend it now and enjoy it. Hey, if they start giving away Tbooks, I'll be first in line, but until then I'm keeping my eye out for that golden opportunity...and the silver and the bronze.

"..it's not as easy as it used to be": yeah yeah. Suck it up and LEARN SOMETHING NEW! Dust off the old brain cells and get creative. It'll keep you young. (Did I mention being creative?)

You have the right not to like anything you want about Apple--including their sometimes lame advertising efforts. But dagnabbit, remember the Alamo-- remember Monopoly-- don't give up when we're starting to WIN!

larry56073

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02/15, 11:25am | report spam | close Reply | delete
EasyMac

.. just like the mac and cheese commercial.

apple4ever
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02/15, 04:44pm | report spam | close Reply |
XP easy? My butt

I don't know who says XP is easy, but I think it is h***!
Let me tell you a story. I work at a University Technology Dept, and I see computers all the time. 98 is terrible, 2000 is terrible, and XP is terrible. One time a guy brought in his laptop with XP on it because he broke the ethernet pins on it. He needed if fixed right away, and we couldn't fix the ethernet pins(it was brand new, and under warranty, and had to go back to the manufacturer), so we decided to put in a ethernet card in the PC card slot. The card was supposedly compatible with XP. Well, it wasn't! We spent THREE days trying to get XP to use the card and not the internal one. We tried EVERYTHING. Then, after it wouldn't work, we tried to delete the PC Card ethernet card's entry in the device manager. XP REFUSED to let us do it, despite it being disable and the internal one enable. At least SEVEN people, all highly knowledgeable on PCs, tried to get it to work. It was frustrating as h***!
Easy my butt.
With OSX, you add the port in the network System Preference Pane, select it, and you are good to go. And you can delete it anytime you want. Macs ARE easier, WAY easier, than PCs.

joecarterjr

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Think Different People

Think about the big picture you all, the "Think Different" campaign was good...for Mac users, however most PC users don't know what the h*** Apple is talking about!! Seriously, you can say "Think Different" all you want but it has not much impact on people...other than Mac users. "Everything is Easier on a Mac", if that's what the new slogan is gonna be, may sound bland to us Mac users, but for PC users it makes them want to check it out, then they'll start to learn what's so special about Macs, not that they're so much easier to use, but that they really do make you expand your mind and your horizons, they make you want to explore, learn and create(i.e. Think Different). "Think Different" was basically preaching to the converted, "Everything is Easier on a Mac" is thier way of making a statement to a wider market, the outside world if you will. So before you start to criticize the idea of change, think (different) about the big picture.

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02/16, 09:25am | report spam | close Reply |
Mac users are like that

Whatever Apple may do, Mac users will complain day and night about how bad their idea is. But if you wait a month or two, then every Mac users will think its a good idea !

applebuddy
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02/17, 02:12pm | report spam | close Reply |
I don't know....

Think different is like a religion for me and I am sorry apple i moving away from it. I wish they would not change it. I like OS X but I don't like the way they are going. I hope all goes well for Apple.

efrain

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Does cheese come with...

that WHINE! : ) LOL! I just figured out why PC users are always crying about PCI expansion, cheaper prices, whine, whine, cry, cry, sniff, sniff cuase they are the NYC CRACK HEADS! Always chasing after the ultimate high. Did they everthink about that since they are always displeased with the hardware, software, OSs, etc., and after they have spent all thier money constantly buying new video cards, hard drives, etc. They have spent the same amount if not more than an wntry level Mac costs. I can only speak for myself but I have only installed a 120GB HD, SCSI Card and plan on ditching the Rage128Pro for the Titanium. I really, as a home user have no need to bank up all my PCI slots, etc. I am happy with what my Mac does for me as is.

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02/17, 03:08pm | report spam | close Reply |
Think About It

The new slogan is not targeted to current Mac users or to PC geeks who won't change over even if Macs were $500. It is for the average user (or would-be user) who wants a new computer for the home.

The "Everything" Apple is referring to is mainly: setup, music, movies, photos and communications. All in all, with the new iApps, these ARE easier on a Mac. We all know it is "better" as well, but I bet for the masses, "better" means "harder."

This sounds like a targeted campaign for potential iMac buyers, and for them it is perfect. Yes, Apple may be going more "mainstream" in it's message, but the quality is still there in the products.

When Apple makes the next big push with the high end/server products, we might see another targeted campaign, possibly along the lines of, "Everything on a Mac kicks PC's a**!"

scotty321
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02/17, 03:38pm | report spam | close Reply |
Here's the problem

Unless you ALREADY KNOW that the URL for this new ad campaign is then there is currently NO WAY AT ALL to find this page on the Apple website. There are NO LINKS TO IT at all on the Apple site. At least that's how it is today (February 17, 2002).

applebuddy
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02/17, 04:24pm | report spam | close Reply |
I don't understand....

You know Mac's where easier to use. I used to enjoy not to have worry about some c***. But now things in OS X which I never considered in classic I have to worry about, and it is driving me crazy. And I am a geek, and a huge macintosh fan, but they have definetly lost their trademark of simplicity and they should not say it is simple when it is not. What idiot would want to use the command line interface instead of a beautiful graphical interface. I hope they fix some stuff in 10.2.

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02/17, 06:52pm | report spam | close Reply |
Surfing better on Windows

A friend recently pointed out a feature in the Windows version of MS Explorer that is rather good (sometimes). It is a feature that *isn't* available on the Mac version of MS Explorer.

You can't go to Full Screen mode in MS Explorer on the Mac. You can in the Windows version. Full Screen mode eliminates the window frame, scroll bars, Button Bar, Favorites Bar, Address Bar and Status Bar.

Lack of a Full Screen Mode on the Mac (my friend explains) is why he prefers surfing on a Windows machine. I like the MacOS but I thought it was a valid point.

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02/17, 07:05pm | report spam | close Reply |
Re: Surfing better on Win

Click the Toolbar button on IE 5.1 on MacOS X. You'll have nothing but the Title bar and the web page. Resize window to taste. Not quite the same, but definately a big increase in surfing area.

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02/17, 10:02pm | report spam | close Reply |
windows users will

never change over unless you get more games on the Macintosh. I have this friend who's in IT and we talk about our computer experiences rather often. Every time he has a PC problem and I ask him about it, it's always much more difficult to solve. He knows the Mac experience is better and he thinks OS X is really neat, esp. with the Unix underpinnings, but he won't change platforms b/c he'll put up with the hassles just so he can play his games. Unfortunately, these kind of people are too many, esp. in the 18-26 yr old range. I don't want Apple to convert users with games, but it seems necessary, unfortunately.

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02/17, 10:49pm | report spam | close Reply |
Games??

You want games? http://www.macgamer.com/features/futurereleases/index.php
http://www.macgamersledge.com/
http://www.macgaming.com/ and http://guide.apple.com/uscategories/games_us.lasso for over 1300 Macintosh games. And that's not all of them. Lots are listed at http://www.versiontracker.com/ http://www.allmacintosh.com/ http://www.macdownload.com and http://hyperarchive.lcs.mit.edu/HyperArchive.html
Oh and those complaining about the price of a Mac, G4/733s are as little as $1300 now and they SUPPORT VGA monitors and LCD displays. You don't have to buy an Apple display. Not to mention, the person who complained about Apple no longer making colormatching displays was lying. All their LCD displays support Colorsync.

scottgfx
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02/18, 01:46am | report spam | close Reply |
Still going...

Wow, I can't believe this thread is still going.

While I hope for more games to released earlier and more often on the Mac, I have one big problem. The games I want are almost never ported over. I love racing games and the best one I've seen personally is EA-Sports F1-2001. That is about the only reason I have built my own PC system. The dual Athlon with Radeon 8500 rocks. I bought Driver for the Mac but that game is total c***! Before that, my favorite driving game was Indianapolis 500 for the Amiga. Gosh, that was back in what... 1990?

The Macintosh is where I make my money, and I don't see the PC replacing it any time soon.

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02/18, 01:01pm | report spam | close Reply |
Re: Games??

That "Still going..." post is exactly what I'm talking about. I wasn't saying that the Macintosh doesn't have a good amount of games, but you know that it's nothing compared to what Windows has to offer. This isn't the same debate as, "oh, the Mac doesn't have as many programs as Windows," because you're only going to use the good ones and they're on both platforms. With games, the quantity and release dates matter much more.

stevpla

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Easier for Business?

Well out of the 9 items listed I can say only the first 3 are any benefits for the average business user. Why would I have users looking at photos, burning DVDs, managing music, etc?!!! Pretty unproductive if you ask me. They must be running this campaign strictly for consumers because unfortunately businesses still adhere to different guidelines. I've managed Macs for 12 years and it gets tougher every year keeping those Windoze machines out. Give me some good inventory, accounting, and other business software and maybe it'll help.

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Apple: Everything is easier on a Mac

updated 08:40 pm EST, Thu February 14, 2002

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