“It has been a year, and the masses aren’t switching to Macs. Last summer, Apple Computer began airing the TV commercials that were supposed to chip away at Microsoft’s empire and sell more of its underdog Mac computers. There was the girl who switched to a Mac after her Windows computer ate her homework, the daughter who used her Apple laptop to rescue digital photos on Christmas,” reports Jon Fortt for Knight Ridder News Service. “With a year’s worth of sales numbers under their belts, three major market research firms show roughly the same thing — Cupertino-based Apple is holding its ground, but the only PC company attracting a lot of switchers is Dell Computer.”
“According to NPD Techworld, in the U.S. consumer market Round Rock, Texas-based Dell jumped from 30 percent a year ago to 37 percent in May, while Apple hovered between 3 percent and 4 percent,” writes Fortt.
“There are other signs that the numbers are not shifting in Apple’s favor. Subscriptions to Macworld, a major magazine for Apple followers, are unchanged at 400,000 compared with last year. Also, Apple said Wednesday that it sold fewer computers this spring than it did a year ago, though it brought in more money because more of those computers were high-end laptops,” Fortt writes.
Fortt continues, “The results of the switcher campaign so far underscore Apple’s odd status in the computing industry. Though its image is widely seen as cooler and smarter than its peers, that doesn’t always help the company outsell its rivals. ‘It’s not likely that Apple can do anything to change the structure of the industry,’ said Steve Baker, analyst at NPD Techworld. ‘For them to get to 5 or 8 percent market share doesn’t seem like something that can happen, given the way the business is going right now.” Full article here.
MacDailyNews Take: Our own SteveJack had an idea a while back and wrote, “Listen, Apple needs to put its money to use effectively for once. Take all of that ‘preaching to the choir/propping up the Mac magazines’ marketing cash and put it to good use instead by targeting a large corporation or two and getting them to switch. I don’t care if Apple has to use some of its $4.5 billion cash horde to get it done. Whatever it takes. Get a Fortune 500 company to switch from Windows-based computing to Mac OS X and Mac hardware. Nobody outside of current Mac users and Cupertino thinks a Mac can run a serious business. Think of all of the myths that would be shattered or altered; Mac software, software compatibility with other Wintel businesses, speed, productivity, IT costs, etc.”
Read SteveJack’s article, “I could market Macintosh better than Apple Marketing in my sleep” over on our Opinion section here.
Apple knows “Switch” didn’t work. Note how Music replaced it in the major tabs of their site’s navigation and switch became a minor tab. Note also: no new switcher ads in quite some time. Even though the campaign should have targeted “Adders,” meaning “keep your PC and add a Mac – we’ll let you choose your favorite after a month or so,” until Apple wakes up and SHOWS THE OS AND THE COMPUTER DOING COOL THINGS THAT WINTEL CANNOT DO OR DO WELL ON TV, instead of focusing on case designs and cutesy concept/image ads, Mac market share will remain stagnant.
Again, Apple, please show the OS, show iChat AV in action, even in beta form, show Safari, show iTMS, show Expose, show the Dock magnification – use the uniqueness and the reason we buy Macintosh (the OS and apps) to sell Macintosh. And fire TBWAChiatDay, (Apple’s ad agency) they’ve failed to tell you this and they’ve failed you, Apple.