Why in Jobs’ name doesn’t Apple advertise the Macintosh?

“What is more troubling than the businesses who want to sell a ton of merchandise during the holiday quarter are the businesses who seemingly to want to cater to the consumer but completely ignore a major segment of their business during the busy season. The culprit here is, of course, Apple Computer,” Chris Seibold writes for Apple Matters. “Apple, predictably, will advertise the batteries out the new iPod and possibly the iPod nano… Which is great, in the last quarter the iPod accounted for 33% of Apple’s income. The iPod is obviously a popular product and hence it should be advertised. Still Apple is giving short shrift, at least from a marketing perspective, to the new iMac. It is important to remember that Macintosh computers still account for 43% of Apple’s sales, the largest percentage of Apple’s revenue.(Is Apple a computer company that happens to sell iPods, or an iPod company that sells a high priced iPod add-on computer? The line between the two grows more blurred daily).”

Seibold writes, “Windows users, in general, are unaware of the goodness that is Macintosh… Apple has an eminently marketable product in the new iMac. Therefore they should take a tip from the other corporations dotting the business landscape and advertise the thing. Please.”

Full article here.

[UPDATE: October 28, 2005: 4:40pm ET: Corrected “eminently” in Seibold’s article.]
But, if Apple advertised the Mac, people might buy more Macs! People might actually understand that their insipid Word documents will work fine on a Mac. People might figure out that, yes, Virginia, “Macs have the Internet” and can do email. People might even get a glimpse of GarageBand or Dashboard or Front Row or something equally cool. They might see something that’s refined and elegant inside and out instead of dull and mediocre through and through. Can’t have that sort of stuff, now can we? Seibold must’ve lost his mind. Yeah, yeah, we know: iPods sell Macs.

Related MacDailyNews articles:
More would switch from Windows to Mac if Apple advertised more effectively – September 04, 2005
Forrester analysts: Apple should advertise Mac OS X Tiger on television and in movie theaters – April 29, 2005
Mac fans line up for new operating system as passberby asks ‘what is a tiger?’ – 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


  1. They’ve never advertised the G5 iMac on TV. Or the Mac mini for that matter. I don’t get it.

    Actually though, I think they should stay away from focusing on the hardware and advertise OS X. Microsoft has a TV campaign going on now for XP that’s awful, but at least they’ve got the right idea.

  2. I agree they need more advertising, but I think they should wait until the Intel switch is in full swing and they have a viable alternative (including integrated spreadsheet) waiting in the wings to replace Office when MS pulls the plug.

    I really agree with those who’ve said the Apple might have a clever strategy to move to Intel to get users to buy a box that can be dual booted to Win or OS X. Once they have that option, they can market that too and when people compare OS X with the piece of junk that Vista will turn out to be they tide will start to swing more rapidly.

  3. i dont, im a poor high school senior who cant afford a mac yet, anyone wanna donate to the buy stephen an iMac fund?

    apple needs to reach out to people. that is part of the reason they opened the retail stores…people go in to pick up an ipod, and see an iMac!

    MDN magic word: began, as in “Apple began to advertise, and finally took over the electronics world”

  4. I think they should pick a region of the US and advertise OS X there. Make sure the stores there have plenty of stock and advertise – get a whole bunch of people to start looking. Because it will be a small enough area, people will start to look into it together. People would say: “Hey, I saw that ad for the Mac, what is that about.” Then, they might start talking about computers and in a group, that would be more tempting to walk into the Apple store and try it out. It’s always easier in a group. Then, as more people get them, it will grow. I’m not saying that they should market everywhere at once, too much growth can be a bad thing, but just start pockets of it and manage the growth that way.

  5. It was one year ago today that I made the “switch,” and bought a G5 iMac. So that’s been 365 days without spyware, adware, viruses, or the blue screen of death.

    And I am NEVER going back!

    Why Apple doesn’t advertise the iMac or the Mini is beyond me. Of course if they did could they keep up with demand?

  6. Once the Intel switch starts then you will see a lot of OS X and Mac advertising. Apple will start really stepping up mass-marketing of those products as they have with the iPod.

    One of the problems Apple has had is getting enough supply of chips from IBM and Moto. Even if 5 times the amount of people wanted an iMac they probably could get one. At this point, advertizing won’t help. Apple are probably selling all the Macs they can make without advertizing.

    If they are assured of a plentiful supply of chips from Intel, then they can ramp up production in advance of increased demand as a result of new product and an advertizing blitz.

    The ads will probably be quite simple. Something along the lines of:

    Fast, cheap, safe (no viruses), stable (no crashes), cool (OS X and design), software (iLife etc). And did I mention COOL.

    With the hype that iPod has generated, all Apple will need is a stylish case (which they already have done) and loads of screenshots.

    But, and the big but is – will Intel come up with the goods on time and in volume. I still have my doubts.

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