Apple Computer has debuted a new two page Mac OS X Tiger advertisement in the inside cover in the latest issue of Time Magazine.
The ad features the Mac OS X Tiger “X” on a black background on the left page (click for larger image) and powerful quotes from reviews of Mac OS X Tiger on the right page (click for larger image).
The quotes on the right side read:
[in large, bold print]
“It leaves Windows XP in the dust.”
– Walter Mossberg, The Wall Street Journal
[in smaller print]
“It’s the most elegant, useful and powerful operating system I’ve ever used in three decades of computer ownership. It runs circles around Windows.”
– Mike Wendland, Detroit Free Press
“Spotlight isn’t just a fast Find command. It’s an enhancement that’s so deep, convenient and powerful, it threatens to reduce the 20-year-old Mac/Windows system of nested folders to irrelevance.”
– David Pogue, The New York Times
“Want to see what the future of personal computing looks like? Don’t wait for Microsoft to show you; go out and get yourself a copy of Apple’s latest operating system release, OS X Tiger. It’s that good.”
– Michael Gartenberg, Computerworld
“Not only is Spotlight super fast, but it looks through absolutely everything: email messages, contacts, the information attached to digital photos, even a page you scanned in or a map your downloaded from the web.”
– Chris Taylor, Time
“I remember writing an article about Lotus 1-2-3 back when the product was released during the 80s… It may have been nearly two decades since I wrote that column, but it took Spotlight less than 2 seconds to find it.”
– Larry Magid, CBSNews.com
MacDailyNews Take: That’s more like it. This ad is much more compelling than the last (see related articles below) Apple two-page ad in Time and other widely-read magazines. Those who attended the WWDC Steve Jobs’ keynote presentation will remember that Jobs included a review of theses exact quotes near the beginning of his keynote – WWDC keynote via QuickTime: Jobs reviews above quotes starting at 14:15 into the presentation.
Related MacDailyNews articles:
Apple Computer debuts two-page Mac OS X Tiger print ad in Time Magazine (with image) – May 24, 2005
Mac fans line up for new operating system as passberby asks ‘what is a tiger?’ – April 29, 2005
Forrester analysts: Apple should advertise Mac OS X Tiger on television and in movie theaters – April 29, 2005
Apple posts QuickTime movies of Mac OS X Tiger features in action – April 13, 2005
Why doesn’t Apple advertise Mac OS X on TV? – April 12, 2005
Why doesn’t Apple show its patented Mac OS X ‘Genie Effect’ in TV ads? – October 07, 2004
Top Ten things Apple needs to show the world about Macintosh – July 30, 2003
That’s what I’m talking about.
The word must be spread LOL
I feel all warm and tingly inside!
” width=”19″ height=”19″ alt=”smile” style=”border:0;” />
“Apple Computer attacks Microsoft Windows…”
Yes, even though everything attacks Microsoft Windows, it’s entirely possible that this is just an advert for OS X, not an “attack” on Windows. If Apple wanted to attack Windows, all they’d have to do is connect a Dell to the internet.
uhhhh … Weren’t these same quotes shown during the keynote at WWDC ??
Oh well … it’s nice to see that Steve-o decided to show them to the world …
But will it have an impact ?? hmmm maybe ..
It might have a bigger impact if he shows these quotes in TV ads
I think it was about time for Apple to advertise Tiger in a more public/agressive manner!
It’s the signs of times, better times for Apple. I love the way Tiger works in my Pismo and my G4 iMac. My experience with Tiger have been great, no bug related problems so far for me. I can’t to see wait to see how Leopard will be, and by then we should have the new systems with Intel chipset in them. These are great times for Apple.
“Want to see what the future of personal computing looks like? Don’t wait for Microsoft to show you; go out and get yourself a copy of Apple’s latest operating system release, OS X Tiger. It’s that good.”
– Michael Gartenberg, Computerworld
This quote brings an interesting point. I wonder how many ignorant Windows users will go out and buy Tiger and attempt to install it on their PC hardware. Ive spoken to many a PC user who still really don’t know there is a difference between Mac and PC software.
MW: Moving, as in Ill be moving to Intel with Apple when the shift is complete.
I’m glad they’re taking the gloves off, but the ad looks pretty slapdash to me. The giant X logo and a few quotes. What did that take, 10 minutes to design? And it’s always bugged me that they used the development nickname “Tiger” in the actual product but use absolutely no tiger imagery in the packaging or ad campaign. Why not?
typesetting is awful
IMHO
So—Apple has given up the hardware fight
( Most people dont even consider processor speeds. Just when
many people are becoming more aware of security concerns
and are therefore looking for more secure alternatives,
OSX running on an Apple platform, Apple decides its time
to challenge Microsoft. Lets hope this works. )
What about the hardware? If Apple is advertising only Mac OS X and comparing it with Windows, it’s possible you’ll see a Mac OS X version for generic “x86” machines soon…
i woke up this morning and my MDN page is rendered using fonts i can barely read. i looked at the preferences and the preferred fonts and sizes I selected are not changed. Not all the websites I tried is showing this problem. Anyone has any clue how to fix this?
Hammer.
I’m right with ya. Bring on the new Mac’s. I’m not saying I wish I didn’t own Mine (new iMac G5) I LOVE IT. But we are talking about Apple. Don’t worry, they know what they are doing and we all know it. That’s why we are here.
My 2 cents.
The Crunge – very funny! Perhaps Apple’s next ad could run a big headline…
“The biggest thing to attack Windows since 98,000 viruses”
and on page 53 theres an Windows XP ad…
time mag., page 53, XP ad.
Good Ad. Good Impact, simple, to the point, and they let others blow their horn for them. User recommendations are really powerful, especially when they are from users as powerful as these are.
Still too subtle, how about a screenshot at the very least?
This will be lost on your average Windows user.
Hooray! The gloves are off!
Lousy ad. Doesn’t show the OS. It’s like the movie ad in the paper that says “Thumbs up! –Ebert & Roeper” What’s the movie about? No idea. Is it good? Who the hell knows? Every POS movie has SOME jerk who says good things about it.
If you want to sell it, you gotta SHOW THE O! (OS, that is)
Twenty Benson:
“The biggest thing to attack Windows since 98,000 viruses”
I like it.
” width=”19″ height=”19″ alt=”snake” style=”border:0;” />
Wow! That XP ad has flying chrome dildos?
HORRIBLE, HORRIBLE copy!
“Apple Computer attacks Microsoft Windows…”
All in time, all in TIME.
finally….a good ad. i liked the other one, thought it was..what’s the word…cute? but yeah, not very practical. this is a a lot better….NOW TV. please?
mw “likely”…tv ads are very likely to come.
Great first shot! I’m hoping to see follow-up ads that are just as good. With a series of ads Apple could tell more of the story about Tiger and the machines that run it. You’ve made a good start, Apple. Now keep the ball rolling.
i can’t wait for the TV commericals
This ad ROCKS. Its in your face simple, and this is the kind of ad that will get people thnking. People don’t want to hear about dashboard and the dock, and blah blah blah. They read the powerful quotes from reputable aources and say “Hmmm, maybe I should look into Apple for my next purchase”. Then they think “hey isn’t there an Apple store about an hour from here, let’s go check it out”. Once there, they are buying a machine.