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!
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“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.
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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.
i remember flipping thru a pop sci mag once and (this is the only thing i can remember from the magazine) on one page there was some new chevy…the very next page was another one (ie, on pages 14, 16, 18 etc), and then another and there was some punch line to go along with it but i think apple should do something like that…it gets your attn…like how geico commerials appear to be ending and you think it’s a new commercial but it’s really still a geico commercial. yeah. this way apple could show a couple screen shots over the course of a couple pages…and it gets your attention (hey it worked for me. unfortunately i dont like chevys at all)
mw school…i think apple should go to advertising school
Yeah, but Apple is aiming at switching people from windows. Now will mom and pop know that the big giant X stands for an operating system?
The quotes are nice, but who is the audience apple is aiming for here? Time magazine gets a lot of dentist/doctor office and housewife readers.
I, too, am happy to see Apple promoting Tiger. But, you know what has always been the best commercial has been by word of mouth. For example, I’ve had my G5 dual 1.8 since May of last year, and with showing home movies to the rest of my family edited w/ FCP, my nepwhew has bought a Powerbook and my sister has just purchased the newest G5 dual 2.7. And I can assure you that they don’t read Time magazine (nothing against Time, for that matter).
Mac users – you are the “commercials” for Apple – always has always will!
Honestly, I never thought I would see this.
Go for it, if you can deliver the goods, then tell people about it, and they will come!
These two ads are a GREAT set!
It’s funny that some readers hate this ad because it has no screenshots, while others thought the other one was only “cute” and didn’t cut it. It’s inevitable that some types of ads appeal to some and other ads to others. Together, they are a great one/two punch!
P.S No one will give a cr*p about the typesetting (except other graphic designers).
With the switch to Intel, the gloves can finally come off!
I am an IT Director will most of my servers win2000 or win2003 and all workstations are XP.
I Purchased a 20″ iMac G5 on Saturday and now I am trying to see my ROI if I replace all xp’s with the iMac G5.
Once I got a taste of the FAST Apple I forgot what XP stands for.
Nice finger prints…
The one by Mossberg goes for the jugular. That’s the way Apple needs to fight!
Looks like Steve Jobs’ kid manufactured that ad.
Poor offering.
You create a scene, establish a strong theme as a teaser first by using strong memorable imagery that gets noticed and gets the mind thinking, wondering, wanting to know more, then you run follow up ads dissecting the parts of the whole and showing the power, flexibility and overall capabilities of the product. Its an established advertising technique that worked exceptionally well for iPod. Lets just see how this develops and builds shall we.
Stan’s back. I don’t think he’s happy.
TheCrunge: Great comment. Love it.
Mossberg and Pogue are well-known Mactards, nobody cares how they shill other than Maczealots.
More people will think its an ad for a new Malcolm `X´ movie.
Is that quote from Spike Lee?
I smell fear. I think Stantheman is sweating.
Ya notice that Stantheman and Longhorn have gone quiet. Where are you idiots when you’re needed.
This ad campaign sucks. I love Apple, but they don’t seem to know the point of marketing…
Why are there no pictures of the OS? Why don’t they have a window showcasing Tiger features? Why is there no “eyecandy” in this advertising? How many people actually give a damn about what other people say in advertising (referring to all the quotes)? iPods, PowerMacs, and Powerbooks all sell because they look freakin’ cool. It the eyecandy, stupid!
Due to the lack of OS pictures, this advert is definitely an attack on Microsoft. It’s a hot poker in Microsoft’s arse. I think Apple does a better job advertising on it’s website than it does in these kinds of print-ads. Maybe they should have their web designer play around with Photoshop a bit and put together something better.
YEEEEEEEEEEESSSSSSSSSS!!! This is what’s needed. Big ad, big impact, powerful words from powerful commentators, effective, clean and just right for the type of folk that read Time. It does NOT need to show pictures of OSX – everyone reading Time knows to find that in an instant at Apple.com – it’s not 1950.
GO APPLE!
do you think that this will be the beginning and the end of this campaign?
i gotta get the X in their heads.. more to come.. fear not.
I wonder how many people will walk into a computer store this week and ask for a “Windows Version” of OSX Tiger.
And yet the Windows users still stand by Little Billy Gaatz. It’s amazing to me. But that’s why the world is in such sad shape.
“uhhhh … Weren’t these same quotes shown during the keynote at WWDC ??”
-mac dood
Yes but only us geeks saw the keynote. Apple needs to get the word out to the general public, the one’s who don’t read mac magazines or Mac web sites and have friends who have been telling them for years about how evil the Macintosh is.
Now on to TV ad’s.
Apple commercials, You can view them all here:
http://www.esm.psu.edu/Faculty/Gray/movies.html
The most threatening attack on Windows in twenty years isn’t a virus…
In fact, it doesn’t even have any virus’…
OS X
One ad does not a campaign make.
It takes about 18 months to roll out a comprehensive advertising campaign. Let’s hope that Apple doesn’t stop here.
Like this also!
“The biggest thing to attack Windows since 98,000 viruses”
With the extra line…
“That was last week. now its up to 99,000! And increasing!”
Actually its a two prong attack.
1) Gets the word out about Tiger.
2) And when the person hits the store its an ad for the hardware!
“It leaves Windows XP in the dust.”
Too bad the hardware it runs on is slower than the hardware XP runs on. 😀
“It leaves Windows XP in the dust.”
Too bad the hardware it runs on is slower than the hardware XP runs on. 😀
“It leaves Windows XP in the dust.”
Too bad the hardware it runs on is slower than the hardware XP runs on. 😀
it would be nice if apple followed this up by televising the apple store clip that was shown at the wwdc. All the quick cutes gave the clip great kinetic energy, and all the apple stores had tons of people in them. it was a really great clip. if you haven’t seen the keynote yet, what are you waiting for?
It’s on!
Rock on Steve!
Too bad the X is already overused. First impressions of a silver X on black…is this an ad for the new X-Men movie or the new Malcolm X movie? Pentium Extreme Edition maybe? Or the return of the XFL?
The Walt Mossberg comment is superfluous. It’s well-known that he is in Apple’s back pocket.
The time will come for showing off the OS, as long as apple keep up the momentum. Making these full page ads means people can’t miss them. Use the big X to grab people’s attention, hook them with the logo, then reel them in with the quality.
I am reminded of the simpsons episode with GABBO.
The ad has a distinct touch of “classiness” to it.
Well, thats what Apple stands for anyway.
Good Add, Apple.
Waiting to see more “XP-bashing” stuff ….
By the way, does anybody here know what typeface Apple uses in it’s ads (apple.com and print ads too) ..
It looks, kind of cool to me …
This is a good ad. Not too much, not too little. It has been thought out on various levels, and it works. Look for more.
mac dood..
yeah.. they were EVEN shown in the respected papers.. they’re quotes!
seriously though.. pretty pictures are NOT going to do the job.. that will just encourage people to ‘skin’ their dells to look like aqua..
quotes from unbiased parties about functionality.. at the very least.. it should get one or two people’s attention
The ad has a distinct touch of “classiness” to it.
—-
a native english speaker would call that redundant english…
the word you’re looking for is “class”
noun + y = adjective
adjective + ness = new noun
just remove ‘y’ and ‘ness’ and you have the original noun.
Myriad.
You’re welcome.
Any Paul Thurrot comment is superfluous.
It’s well-known that he is in MS’s back pocket.
Any rob Enderle comment is superfluous.
It’s well-known that he is in MS’s back pocket.
Any Kim Kommando comment is superfluous.
It’s well-known that she is in MS’s back pocket.
MDN:MW – pattern
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Can I be in some ones back pocket? I need the money.
Now show the OS in action on TV.
thanks mikee, for pointing that noun and adjective thing ..
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I would have preferred a photo a tiger sinking its fangs into a cow’s bloodied jugular, with the text “Mac OSX Tiger : The Early Bird Gets The Worm.”
You know what PC guys will say on this? “Apple payed the journalists” lol
“Too bad the hardware it runs on is slower than the hardware XP runs on. :D”
It’s really too bad XP is so bloated that it slows that fast Intel hardware down to a crawl. Making OS X running on alleged “slower” hardware seem much faster because it is such a superior OS. The only Wintel hardware that can keep up with the G5 is the Xeon anyway, the P4 is junk.
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