View this article at: http://www.macnn.com/articles/06/07/14/apples.creative.image/ Friday, Jul 14, 2006 9:45am Apple to shy away from crea... Apple is removing emphasis on its creative edge in an effort to appeal to a broader market, according to one Apple UK director. "There is the challenge of how you address the particular need that the customer has, rather than pitch the Mac purely as the creative tool, as I think that scares a lot of people off," said Mark Rogers. "A lot of people don't want to be creative, or don't think they want to be creative." Apple needs to answer issues that matter to a wider range of consumers, rather than focusing on its creative image, according to Macworld UK. "People are saying what I need is a machine that doesn't crash every ten minutes, and doesn't succumb to thousands of viruses and within a month," the director said.