“Apple Computer is set to release a new version of its Mac OS X operating system, code-named Tiger, later this month. Apple executives say Tiger will bring some of the same types of features that won’t be available on Windows until the Longhorn release or later, such as an advanced tool for searching a hard drive’s contents,” Todd Bishop reports for The Seattle Post-Intelligencer. “At one of its conferences last year, Apple displayed a banner showing a Tiger installation CD next to the words, ‘Introducing Longhorn.'”
Bishop reports, “As it happened, Apple executives were in Microsoft’s backyard Friday, demonstrating Tiger to reporters in downtown Seattle on the same day that Microsoft was previewing its new Windows XP advertising campaign. Tiger is the fourth Mac OS X version since the original was released in March 2001. ‘We focused on things that we think will resonate extremely well with anybody who uses a computer — Mac users, people who are considering a Mac,’ said Ken Bereskin, senior director of Mac OS X product marketing, citing advances in features including hard-drive search, e-mail, Web browsing and video chat.”
Elsewhere in town, Microsoft was previewing its massive new advertising campaign for its aging three-and-a-half-year old Windows XP operating system.
Full article here.
Related MacDailyNews articles:
Apple’s Mac OS X reality vs. Microsoft’s Longhorn fantasy – April 19, 2005
Microsoft’s Windows Longhorn will bear more than just a passing resemblance to Apple’s Mac OS X – April 15, 2005
Analyst: ‘Microsoft’s Longhorn is going to have hard time upstaging Apple’s Mac OS X Tiger’ – April 13, 2005
Analyst: Apple in ‘position to exploit Microsoft missteps, claim leadership’ with Mac OS X Tiger – April 13, 2005
Apple’s Schiller: Mac OS X Tiger ‘has created even more distance between us and Microsoft’ – April 13, 2005
Will Mac OS X Tiger add fuel to Apple’s recent momentum in the computer business? – April 13, 2005
Why doesn’t Apple advertise Mac OS X on TV? – April 12, 2005
Analyst: Tiger proves ‘Apple is light years ahead of Microsoft in developing PC operating systems’ – April 12, 2005
Apple to ship Mac OS X ‘Tiger’ on Friday, April 29; pre-orders start today – April 12, 2005
Apple Announces Mac OS X Server ‘Tiger’ to ship Friday, April 29 with 64-bit application support – April 12, 2005
Analysts: Apple’s new Tiger operating system could really impact Mac sales – April 12, 2005
Piper Jaffray raises Apple estimates on Mac OS X ‘Tiger’ release news – April 12, 2005
Apple’s Mac OS X ‘Tiger’ vs. Microsoft’s Windows ‘Longhorn’ – March 31, 2005
New Microsoft Longhorn chief was former Pepto-Bismol brand manager – March 18, 2005
Microsoft’s Longhorn fantasy vs. Apple’s Mac OS X reality – September 14, 2004
Is Microsoft’s stripped-down ‘Longhorn’ worth waiting for? – September 10, 2004
Silicon Valley: Apple CEO Steve Jobs previews ‘Longhorn’ – June 29, 2004
PC Magazine: Microsoft ‘Longhorn’ preview shows ‘an Apple look’ – May 06, 2004
Microsoft concerned that Longhorn’s look and feel will be copied if revealed too soon – August 25, 2003
Windows ‘Longhorn’ to add translucent windows that ripple and shrink by 2005 – May 19, 2003
If all goes well in the media….MS campaign to advertise 3 year old system could end up looking down right silly…and simply end up with more people thinking about Tiger.
I hope other Apple execs were busy previewing their own advertising campaigns for Tiger and the mini.
They have to put the Apple marketing department into overdrive. Not to prove anything other than it is here and ready for prime time. The proof will be in the pudding.
I’m excited about Tiger but am disappointed that Mac Mail doesn’t have a clip art application or an automatic way to put in emoticons. Why Apple doesn’t do those things is beyond me. Anywho, Tiger will ROCK and Longhorn will, um, MOOOOOOOO!!!
Looks like we have the OS wars all over again ladies and gents. Except this time Apple is responding to the market instead of being pig-headed and arrogant. The new Apple knows they are fallible. Now MS will bleed.
I saw MS’s XP ad last night [barf]. If that’s all they have to offer, I doubt think Apple will have any sleepless nights.
Although I can’t say the same for MS if Apple decided to advertise.
” width=”19″ height=”19″ alt=”tongue wink” style=”border:0;” />
quote :
[[[ I’m excited about Tiger but am disappointed that Mac Mail doesn’t have a clip art application or an automatic way to put in emoticons. Why Apple doesn’t do those things is beyond me. Anywho, Tiger will ROCK and Longhorn will, um, MOOOOOOOO!!! ]]]
Because it’s tacky
Quote from John Williams:
[[ Because it’s tacky ]]
This is the whole reason i love to come to MDN! I always end up spraying soda out my mouth, onto the keyboard, all over the monitor, plus through my nose onto my pants…
Why??? because people like John are hilarious.
John, you made my day with that comment!
now, if we could only get MDN to get rid of those crappy things…
[simpson kid voice] HA-HA!
“Apple displayed a banner showing a Tiger installation CD next to the words, ‘Introducing Longhorn.'”
Can someone find a link to a picture of Apple’s banner that says that? That would be awsome!
“Stellllllllllllllllllllllllllaaaaaaaaaaaaaaaaaaaaaaaaahhhhhhhhhhhh…..!!!!!!!”
trembling & screaming at the thought of losing his windows empire to Apple’s amazing Mac OS….
Apple is NOT responding to the market! They are NOT ADVERTISING TIGER AT ALL! APPLE IS STUPID!!!! THEY NEED TO BE ADVERTISING THIS OPERATING SYSTEM! Nobody knows what Tiger is, outside of the Mac fanatics & Mac faithful.
http://www.macdesktops.net/showphoto.php/photo/288
HA HA HA !!!!
Too funny!
Why bother calling the OS TIGER unless you have some great powerful ads to go along with it? Apple needs some general Apple Technology ads. Start and ad like an iPod ad with the colourful background and music then have the colour drop down like a curtain to reveal all of Apple Technology with all the movement and energy of a regular iPod ad. Time is running out Apple, Longhorn will be here sooner than you think!!
It’s kinda funny, MS is pushing an aging OS, but here in Denmark they’ve started an ad campaign pushing the new Office. But the way they are doing it is by comparing those who use the older versions as tired, near extinction, and basically against change.They use pictures of dinosaurs and a derogative text. (this is the corporate market they’re slandering here, not the students/teachers/home users) I get a sense of Déjavú and recall something about lemmings…..
joe
I disagree with Scott’s comments. If Apple were to go on TV and spout off a bunch of new features about Tiger, people aren’t suddenly going to start lining up to switch. It’s a list of features and people will mentally shut off because they’ll automatically think they won’t be able to understand. You and I both know the new features are simple to understand if someone takes two seconds, but so many people out there are such technophobes as it is. There’s not enough in an OS, any OS to illicit an EMOTIONAL connection with potential customers. It’s too much of the intangible at work, and Apple and Chiat Day know this. That’s why they don’t advertise that. The iPod ads and most of the other Apple ads thrive on simplicity, and when you’re trying to blaze through an explanation of anything in 30 seconds, you’re going to leave too many questions. The iPod ads communicate fun, simplicity, and functionality, all without saying a word. It’s much more difficult to do that with an OS feature.
It’s not a war when only one side fights. The lispy computer “expert” on KCBS radio recently spent a few minutes talking about how the dearth of Mac viruses is because no one bothers to write them, yet. Although the problems with windows viruses is no where near as serious or widespread as the cult of Mac pretends, it is the single issue that Apple can promote vs. wintel that isn’t esoteric or based on fawncy graphic effects and the belief that a single button mouse is just so much…….purer.
Quit farting around and make it a war Steve.
And besides, Apple isn’t interesting in selling Tiger to new customers. Tiger is going to be sold to current users. If Apple is trying to appeal to new users, they’re going to show off the great applications that come installed on the Mac, like iLife. And Apple has done that in the past.
This is just becoming hilarious – Apple shows off a real shipping product that delivers real improvements and Microsoft delivers an ad campaign promoting a discredited operating system that is at least four years behind the curve.
Seriously, Apple has to do a media blitz on Tiger and the Macintosh offering a “contrast and compare” with the standard Home version of XP delivered on a new Wintel box.
Compare Spotlight to Search
Compare iChat AV to MSN
Compare Aqua to Luna
Compare Safari to Internet Explorer
Compare iMovie to Movie Maker
Compare Exposé to something that might exist in a couple of years
Compare VoiceOver to…well, nothing really
Compare iDVD to…God knows!
Compare iPhoto to…gosh, this is becoming embarassing!
Compare GarageBand to…well, you get the idea
When a company like Apple doesn’t advertise enough it gives the subliminal impression that they’re going out of business. The iPod ads give the mood of coolness appropriate to that market. Apple needs ads to sell their name APPLE and the fact that they’re here, they’re innovative, they’re the computer products you’ll wish you always had.
Scott’s points are absoulutley on the bull’s eye or longhorn eye he he!
Apple needs to finally GRAB THE BULL BY THE BALLS, take off the gloves and show that Tiger indeed has TEETH in the OS space and finally do some DOGONE advertising!!!!!
I see Dell every day for cryin’ out loud. And though Windoze sucks, their ad campaign will still have an affect.
Criminie, people I talk to who are ignorant about mac (because of lack of Mac ads) know more abou Dell, Gateway and MS (because of ads).
ARE YOU LISTENING APPLE….FOR GOD’S SAKE WOULD YOU FINALLY ADVERTISE YOUR PRODUCTS SO THAT FOLKS YOUR TRYING TO SELL TO CAN KNOW ABOUT THEM…..ARE YOU LISTENING PHIL SCHILLER, APPLE MARKETING PEOPLE??????
What puzzles me is why Apple doesn’t have inserts in Sunday papers, like CompUSA, Best Buy and Circuit City have, in cities where they have stores. Nearly everyone sees these, and form their impression of what’s out there from them.
Because Apple’s prices aren’t going to look that spectacular next to some piece of shit emachine in the Circuit City circular. In order to fill up one of those dense ads, they’d have to show a lot of their expensive products and hope that the consumer gets far enough to read about all the great features. The Apple Stores don’t rely on that kind of advertising because the people that look at those are bargain hunters, looking for the cheapest thing they can find. Apple’s placement of their stores is far more important an advertising tool because people can come experience those little intangible things that make the Mac so great.
There are plenty of inserts from exclusive stores in the Sunday papers. That’s why one from Apple would be unique, but I agree that at this point Apple doesn’t need to advertise that way. They can’t even keep up with demand as it is. Maybe in the future…