Apple Computer has debuted a two page Mac OS X Tiger advertisement in the first two pages two pages after the inside cover in the new issue of Time Magazine.
The ad shows two cinema displays, one on each page on a light blue background, showing a screenshot of Spotlight in action on the left page and a screenshot of Dashboard widgets on the right.
The accompanying text reads:
(Left page) Find stuff.
Introducing Mac OS X Tiger. The world’s most advanced operating system now puts even more power at your fingertips. With new features like Spotlight, Mac OS X’s amazing search technology that lets you instantly find anything on your Mac – documents, e-mails, contacts, bookmarks, images, even things inside PDF files.
(Right page) Find out stuff.
And Dashboard, a whole new world of timesaving widgets. Instead of having to visit multiple websites for things like weather forecasts, stock queries, business listings or airline flights, Dashboard brings it all to you instantly, then disappears instantly so you can go back to what you were doing. Just two of Tiger’s more than 200 new features that will change how you use your computer.
MacDailyNews Take: More, and on TV, too, please.
Related MacDailyNews articles:
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
Nobody here reads the New Yorker? It’s there too…
Just saw the advertisement in real life. Sadly, it’s really ineffective, and it’s almost impossible to read the white text on the light blue background. Very disappointed in this ad. Doesn’t work at all.
Most people will think it is an ad for monitors.
Most people will not even notice it is for apple.
The ad people assume all consumers know what “Mac” means. Or “OS” or “Tiger”. Or all of them together.
Consumers will read this:
“Just two of Tiger’s more than 200 new features that will change how you use your computer.”
And think it is a new software for their computer – their PC computer. They will not necessarily relize one needs an Apple computer to run this software.
Test it out – let your mom read the ad (or other PC owning adult) then ask her what it is they are selling in the ad.
or they might read it, understand what the product is, and just plain not care. I think you’ll find this w/ many readers.
Those that are interested will say “great, I want it” and then find out it costs them $500+ to play ball and say no.
This ad is in the front cover of the latest issue of Business 2.0 too.
Also, they telling people that they can search through their computers is not exacly exciting. They don’t emphasize the fact that you can search for a word within any document, email etc. the only reference is that you can find content in pdf files but a lot of people don’t even know what a pdf file is. people are just going to think: ” I can’t believe you cou;dn’t searc on macs until now – what a joke”.
stantheman:
I had a couple of kernal panics back in the earliest days of Jaguar. None with Panther. None so far with Tiger. That would be zero kp’s over a 20+ month period of extremely heavy use (video/audio editing).
Please. There isn’t a Wintel machine out there with that kind of track record. And please don’t try to claim otherwise.
(Incidently, most kernal panics are a result of system addtitions and third party software. The Mach kernal is stable as hell).
You may now go back to your wonderful Windows experience. And feel free to stay away for an extended period.
Also in the front of Forbes this week.
I too think that this ad sucks and is completely ineffective. The copy writer should be shot along with whomever it was at Apple that approved it, even if it was Steve.
Does anybody even read Newsweek anymore? They’re not exactly believable.
These addslook like they are aimed at Panther and Jaguar users to me. If that is the case they are very effective. I am going to upgrade.
It’s in my Fortune mag too.
Yeah, the mainstream media isn’t believable. Too bad it took the party of Nixon 30 years to get us to believe that.
Wow.. around 4 big name zines so far..
And you guys want a full motion ad for…….software?
When was the last time you saw a great ad for software (games don’t count, of course).. I mean.. it’s an OS!
Well you’re probably gonna say, show iLife, show a slick montage of Aqua goodness.. show expose.. show a few pretty widgets..
Actually, that would be cool for like 30 seconds, they could run it in the US and any country where they had APple Stores and at the end of the ad say sth like..
To test drive the new Mac OS X, check it out at your nearest Apple Store..
(you have to help people find an apple vendor)
To test drive the new Mac OS X, check it out at your nearest Apple Store..
should read
To test drive the new Mac OS X, go to http://www.apple.com
(and provide links from the main web site to a local Apple Store or Reseller), something like, “where test drive I buy a Mac?” and you put in your zip code or something like that…
They should be paying US…
To those of you that are suggesting putting no viruses/spyware/etc in the ads… Steve Jobs was quoted this week (in his D3 speech as noted here on MDN) as saying that security is an issue on all platforms and that computers should not be advertised that way – perhaps concerned that if Apple really starts saying “we have no viruses” the Mac will finally be a target and someone might find some way to do it?
PS – Apple stockholder
Owner of four Macs including my original Mac Plus, my AlBook and my dual 2.5 G5
They’re out buying influence again…
“Study: Patching Windows Costs Less than Linux”
http://www.eweek.com/article2/0,1759,1818595,00.asp
Sure it is. Do you even have to wonder who sponsored the study?
eWeek is losing it if they think this article is even objective. At least they mention it some paragraphs down…
the add isn’t horrendous, and it at least gets exposure out there to wintel readers. most of the readers of those magazines are in a business setting, so they know what an operating system is, and especially in forbes and time… apples been voted #1 business a couple times or something, and readers in the business world know what apple is… I think it may be aimed to trying to get offices to swithc to tiger.
What Kernal Panic? blabs: “Please. There isn’t a Wintel machine out there with that kind of track record. And please don’t try to claim otherwise.”
I claim otherwise. Owner of macs and pcs.
No, repeat, no problems with pcs.
pcs doing video and maya and photoshop work.
Read the text of the ad.
Not once does it use or mention the name “Apple” or “Apple computer”.
Why?
My thought on this as was “big deal”.
I can run widgets on my PC and I can find what I’m looking for on a PC as well.
No reason to buy a Mac.
Nice looking monitor though.
Some guy on the plane was reading Forbes, which had the ad placed right inside the cover. I agree, though — though spotlight is life-changing, the other stuff is really just nice fluff.
The way you sell an OS to people is to tout its security, stability and ease of use.
Interesting, though, that they’re going after the business crowd. Though why they should give a toss about widgets (when they can use Konfabulator) is beyond me. Tell them that they’ll greatly increase uptime while greatly reducing security threats, and they’ll beat a path to your door.
I can run widgets on my PC and I can find what I’m looking for on a PC as well.
No reason to buy a Mac.
+++++++
“Big Deal.. I can get cupholders in my Pinto.. no reason to get a BMW.. even if it is competitively priced.. nice rims though”
Your PC runs? How did you dodge the Sober virus? I hear there’s a lovely ‘uninstall’ virus going around to which Mac users (as usual) are totally immune.
For the record there are about 1000 widgets for Konfab.. about 230 for Dashboard..
It’ll be nice to track the date when Apple actually surpasses Konfab for widgets.. since it’s built right into the OS…
I’m sure someone will do the math on the speed of widgets being built (with Dashboard being about a month old..) but let’s not.. I don’t think it’s a consistent thing..
I claim otherwise as well. Did I not just indicate that I experienced a KP only an hour before I wrote my first post? While i’m glad (actually I don’t really care :/) you’ve experienced no KPs in 20+ months, that’s not the average Mac user’s experience…and thus not truthfull marketing to be saying so. You want certifiable proof…go to your local college/university’s Mac lab and watch how many users experience a KP doing hard video/audio editing…I bet you might be surprised.
As for my Windows experience, while my machine is not perfect (no machine is), I havent crashed my computer in a long long time. A well maintained, firewalled XP Pro computer is a rather stable machine (about as stable as my Panther iMac). And that my friends is why Steve Jobs and any other rational minded Apple exec would never authorize an ad compaign solely based on the perceived notion that Mac’s don’t crash, freeze, and even hiccup
” width=”19″ height=”19″ alt=”smile” style=”border:0;” /> Why? Because they damn well know that every machine, be it Mac or PC does.
You see a monitor in a magazine. If you are a computer person (who isn’t?), then you look at it. You look at what’s on the monitor. Windows Guy thinks: “That doesn’t look like MY monitor! What is that?” So you read the blurbs. You read how easy it is to find stuff. Windows Guy thinks: “Geez! Wish i could do that!” Windows Guy tells other Guys at Office. Other Guys at Office tell IT Guy. IT Guy tells Purchasing People. That’s how advertising works. Who cares about a TV ad? Who watches TV? You people just want to see Mac glorification videos. Make one yourself. Ads are expensive. They target a specified audience. This ad is perfect. Shut up.