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
its also in australian magazines
NOT VERY IMPRESSED.
Could do better.
Fire the agency. Start again.
Personally I think Apple needs to amp the fact that they are a real, viable and sensible alternative to Windows. I’d rather they remind the encumbent (encumbered) Windows folk that MS Office is available and runs virtually seemlessly on the Mac. That there is little that a Mac can’t do that their precious Windows box can do, and that in fact, the Mac does virtually every mainstream thing better than Windows (by a country mile).
Advertise compatibility; advertise stability; advertise functionality; advertise usability. Some of these issues can be done in print, some are better through the media of TV. For god sake remind people that Apple make computers, not just the iPod and tell them the price.
Its basics, but right now the computing world is reaching a critical mass of people who a somewhat computer aware but have been mostly informed through MS FUD. Apple needs to dispel these myths first and foremost – then people might be more receptive to what they are advertising currently.
I agree with a previous poster; these adds seem like they are targeted to current Mac users who havent upgraded.
Apple, maintain your current momentum. The Redmond beast is stirring.
About KPs and crashing: since Panther I have hardly ever seen a KP and since XP I have not had one single blue screen of death.
On XP one does experience ‘program.exe has encountered a difficulty and will need to close’, but if that’s a crash, then so is my trying to open an app on the Mac and getting a jumping object in the dock without further action. At least Windows attempts to tell me what’s wrong (not that I can read stackdumps…) even if that is no use.
Stability-wise, both OSs have reached a point where it is no longer an issue.
People here are right: what Apple needs to stress is the security-edge that MacOS has over Windows. From the fact that Steve refuses to do that, I think I can conclude that he ain’t all that sure himself that that will not change in the future.
One thing is sure: your average Windows user is not going to be impressed by a search function and a bunch of internet shortcuts…
So Spotlight and Dashboard are the reasons one should dump their windows computer (and all the software that one has collected) and go spend megabucks on an apple computer and software.
Wow – a search engine and eyecandy. That´s what Apple thinks people are impressed with.
First of all – how often does anyone really search for something on their computer? not very often. And if they do most people are already organized to find it. And if the file has a name like “wr03f92304.jpg” Spotlight is not going to help find it.
And Dashboard….
Hmmm, Apple is the BMW of computers. How many BMW owners put glitzy,gaudy, chrome and trashy do-dads all over their cars? Pimp my computer!
And do I really need a stupid thing that tells me the weather in Bumsquat, Wisconsin? Or if I own stocks – I visit my brokerage or mutual fund website.
The Apple ad gives no one any reason to buy an Apple computer. (Wonder if those nice-looking monitors in the ad would work on my PeeCee?????)
Sorry to say so: this ad is crap.
the special thing about using a mac is the user-experience, it’s not the features. To advertise features is like advertising the sweet taste of a coke instead of the refreshing feeling of drinking one.
Apple’s hitting the mainstream…I’m loving it!
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Where here…how do you like them apples?
CT8
No doubt…
The problem with advertising is you’ll never be
Coka-Cola. But Apple is Apple. I can live with
that.
Now that’s some meat!
CTˇ
“If it ain’t broke…just keep it shiny.”
Apple Computer
It has a nice ring to it.
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CT
?
So will everybody shut up about how Apple needs to advertise Mac?
Oh, I see. You’re all bitching about the ads you’ve been demanding Apple run. Brilliant!
If Apple is targeting the decision makers of Corporate
America and beyond…maybe they should bend over
backwards and put together a brochure and hand deliver
it to them. Maybe then, they will take notice.
The rest of us might not have the time, resources, or
gumption to think differently with Apple due to forces
beyond our control, unfortunately.
Time = Money = Peace
It’s really difficult to fight the Tide. Apple will
get thier chance.
CT oooooooo[——————- Sphinx…Phoenix…Nickname…Knuckles………ZOOM!
This is the same ad that’s in the same place inside the Australian Macworld that arrived in my mail yesterday (although the print is black on light-blue background, rather than white as reported above – sensible Aussies!). Must have been booked well ahead in all these publications, for all of them to come out on the same day, even a monthly mag like Macworld.
Apple did everything right and settled down with one thing remainig to be done.I think , that is marketing.
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” width=”19″ height=”19″ alt=”cool smile” style=”border:0;” />
” width=”19″ height=”19″ alt=”smirk” style=”border:0;” /> My suggestion : Before someone paves a way for you to get out of the market , please see that you kick out someone else or atleast you penitrate more than the “VIRUS OS”.
Compare it to Windows, God ! that can be related to earth and sky. At marketing Windows is at sky level and at technology Mac is at sky. Marketing won.
May be Apple have to re-think about the marketing strategy. Now Mac is even supposed to face Linux.You have no good reason to stay calm! So ,
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