Apple is removing emphasis on its creative edge in an effort to appeal to a broader market, according to Apple’s UK director Mark Rogers.

“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.”

According to the Macworld UK report, Rogers believes that Apple has to take the emphasis off its creative image to attract a wider market. “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,” Rogers said.

Full article here.

MacDailyNews Take: Not a bad idea. For example, Mac’s can do spreadsheets as well as or better that Windows boxes, of course. Even Microsoft’s Excel charts look better on the Mac version than on Windows. The general public should know this, but Apple’s marketing has failed quite miserably in this area so far. In fact, one of Apple’s new “Get a Mac” ads only helps to quite stupidly perpetuate and emphasize the myth:

Direct link to video via YouTube: http://www.youtube.com/watch?v=ot9Jp6-mB-8

Shameless plug: We actually have merchandise for this very occasion (the tongue-in-cheek “Macs are great for graphics” stuff) here. Thanks for your support. And, yes, we are finally working on some new ideas for shirts and stuff – please send ideas – stay tuned…