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
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.