“Many writers and readers have wondered why Apple has not advertised Mac OS X on television or in print. They argue that the inherent superiority of Mac OS X compared to other operating systems is so obvious that Apple is crazy not to advertise it. Typically, a long laundry list of failed technologies in Windows is compared to successful technologies in Mac OS X. Its Unix roots and better resistance to malware and viruses is touted. Candidate ideas for 30 second TV spots are outlined. And when all is said and done, many end up suspecting that Steve Jobs must have struck a secret deal with Bill Gates to keep this far superior OS under wraps and a secret from the world in exchange for some concession,” John Martellaro writes for The Mac Observer. “From my perspective, things are quite different. Here’s why.”
“A computer operating system, an OS, is a very abstract concept for most modern users. Especially those not-so technical users who are new to computers,” Martellaro writes. “Even with an elegant GUI, such as Mac OS X’s Finder, (or better, CocoaTech’s PathFinder) there is a huge gap between what the OS does — here’s the key — and seducing a non-technical customer into making a purchase decision. After all, Mac OS X, Windows and Linux all have the WIMP interface: windows, icons, menus and a pointing device. To the untrained customer’s eye, they all pretty much look alike… As a result of this understanding of the product profile of an OS, it’s very, very difficult to create — in a 30 second TV ad or a print ad — a compelling and appealing set of images that create appreciation and then demand for a particular OS… The situation could change in the future, but that’s why I believe Apple has not yet advertised Mac OS X.”
Full article here.
MacDailyNews Take: A very interesting article, with which we do not agree, however, it is well worth the read and highly recommended. We believe that Apple could create compelling TV commercials that show the world, if nothing else, what Mac OS X looks like and the basics of how it operates, so that when the Windows Vista marketing appears the masses will at least recognize that Microsoft’s clone came from Apple, as usual. Even just showing MS Word and Excel running on a Mac in a TV commercial would open a lot of eyes and be very effective.
Related articles:
Apple in secret deal with Microsoft to hide Macintosh from world? – January 19, 2006
Why in Jobs’ name doesn’t Apple advertise the Macintosh? – October 27, 2005
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
What sets Macs apart to the “untrained” eye of the typical consumers (not us Mac-geeks-who-read-MDN-everyday-types)? Stuff like iLife. Over and over again my “average” computer using friends comment on my ability to print beautiful photo books, easily construct elegant slideshows, assemble cleverly designed DVD’s, and provide music at almost any function via my iTunes music library and AirPort Express. Over and over again, I remind these people that I am able to do all of this so easily on a Mac. I remind them that yes, it’s possible to do much of what I do with a Windoze box, but it’s harder, less intuitive, and less likely to be fun. I don’t blame Apple for shying away from the “no viruses, no malware” claims. That just seems to be inviting trouble and argument, but the positive stuff is just too overwhelmingly perfect–why aren’t they advertising it?
I’m mystified.
Uh, hasn’t this same question been asked about a MILLION TIMES ALREADY?
The answer is simple.
You only advertise enough to meet what you can supply.
Apple has serious supply issues, they can’t provide the entire world’s need for computers, that’s why they are expensive and that’s why they don’t advertise as much as Dell.
Apple’s market share will increase with the abundance of Intel processors, but still other factors will limit their market growth.
So here’s the same tired answer.
You only create enough demand to meet your supply.
Or else you alienate your brand forever in the eyes of a lot of extremely pissed off people.
“Oh Mac’s? Yea they are good, saw the ad on TV, but you can’t get one”
Who comprises “we” at MDN?
STUPID MDN, another trolling article.
Write, repeat, regurgitate
Just dedicate each TV spot to one feature: Expose, Dashboard, Spotlight, Fast User Switching etc. They already have the videos on their website for godsake!
And there’s no excuse for not advertising iLife and Front Row either.
The campaign is running no, we all know the ‘dull things that the PC does on Intel’ – so Apple, why not spill the beans to the world about all the interesting things you CAN do on a Mac?
It doesn’t have to be just the OS.
Answer:
Get on QVC. A one hour show on QVC would sell thousands of iMacs and laptops.
“what Mac OS X looks like and the basics of how it operates”
In 30 seconds… yeah, right. I’ve said it before and I’ll sait it again, there is NOTHING in a 30 second commercial that you could show anyone that will lead to a purchase of OSX, much less dropping Windows for OSX.
“Even just showing MS Word and Excel running on a Mac in a TV commercial would open a lot of eyes and be very effective.”
MS Word and Excel already runs on (and probably came free with) their Windows box. No one has (and I argue that no one will) create any kind of 30 second video that will show OSX’s superiority over Windows.
MW: then
If you think it’s possible to do, then do it and post it!
Jeff: Yes, QVC probably would sell quite a few Macs. But it would severely cheapen the brand identity Apple has worked so hard to establish. Not worth it.
m
For as savvy as Apple is, their commercials basically suck – high glitter, little content. The Intel Switch commercial is a good example. A 30 second spot showing the ease of burning a CD in iTunes, or managing Photos in iPhoto would get productive attention. Otherwise, people will look at Vista as innovative, when as everyone in this forum knows, it’s a crude clone of OS X.
I agree with MDN’s take. Whatever reason Apple has for not advertising its OS, it’s not a good one.
Microsoft advertises the heck out of their digital snake oil like it is the best thing ever and people buy into it.
Once again…effective advertising drives sales. It’s that simple.
Apple storyboard for the masses:
Modern technology is confusing, complex and problematic…Apple offers completely integrate software and hardware solutions making your computing experience powerful, fun and easy.
Goldfishy,
You’ve got 30 seconds (and I’ll even let give you someone IN PERSON) to explain everything that you’ve just said in such a way that the person will go out and get a Mac.
“the positive stuff is just too overwhelmingly perfect–why aren’t they advertising it?”
Yes, but over what span of time have they seen this work you’ve turned out? Can you even burn a DVD in 30 seconds? Edit photos into a book in 30 seconds? The commercials Apple does gets people interested, then they come to you (or go to an Apple Store) and ask questions, so I think Apple’s doing pretty good
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The article is right that it’s hard to advertise an OS in a TV spot (you’ll notice that MS doesn’t do it either, except for one-per-decade launch campaigns)
BUT you don’t need to advertise the OS. You need to advertise the Mac. The whole widget, right? iLife, Spotlight, pop-up blocking, Expose’, etc. etc. etc. All things that don’t exist on the competitor’s platform without spending past the Mac’s price point. And even then, not as elegant. Simple and effective.
You don’t need to tell anyone what an OS is or what it does. Just show them what the computer does.
“A 30 second spot showing the ease of burning a CD in iTunes, or managing Photos in iPhoto would get productive attention.”
So you CAN’T burn a CD using iTunes on Windows? You can’t manage Photos on Windows? Come ON! You’ve got 30 seconds to show someone something that they HAVEN’T done before, something that will be compelling enough to make them buy a Mac (and throw away their investment in many PC perhipherals and software).
Burning CD’s and editing photos, while not as easy, can be done on Windows AND you can’t show “ease” in thirty seconds. Maybe an hour, but does anyone want Apple to do an infomercial???
Apple created an expensive switch campaign last year and then canned it:
http://www.macobserver.com/article/2005/08/12.5.shtml
The reality is that the retail stores, the iPod and keynote-type “Jobs speaks!” jizz are creating traffic and steadily building sales. Apple does not need to piss more money down the marketing well especially if the result is, as Paul points out, supply problems.
“A computer operating system, an OS, is a very abstract concept for most modern users.”
I’ve seen Winduhs TV ads showing people the “fun” they can have with Windows. Apple needs to show snippets iLife does.
And to the guy who commented on the original web page who doesn’t know anyone who switched and liked it, I have recently had 5 windows users switched and none went back. A 6th person, soon to switch, is a Windows IT who taunted Mac users……but finally, after years of this, said he has “finally had it” with the Windows BS.
I’m going to send him a subscription to Macworld the day he makes his purchase and welcome him from “the Dark Side.” Better late than never.
Paul, any company can gear up to produce more. Lack of manufacturing capability cannot be the answer. Steve Jobs is the answer, and he’s not telling.
It may be anecdotal, but I’ve heard several people say that they didn’t know that Office ran on a Mac. A 30-second spot connecting Apple to Office could be very effective IMNSHO. How could Billy get mad at that? (rhetorical question alert)
Got lots of time today.
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“iLife, Spotlight, pop-up blocking, Expose’, etc. etc. etc. All things that don’t exist on the competitor’s platform without spending past the Mac’s price point. And even then, not as elegant. Simple and effective.”
Ooh, I’d better go get a Mac so I can make my Windows fly out of my way! And that searchy thing to, that’s something Google Desktop can’t match!
Elegance, or a comparison thereof, can’t be shown in a 30 second commercial. It just can’t. I know you THINK that showing someone pressing a button and having Expose’ movie Windows around will make people run to a store, but it’d just be wasted money, they’d be advertising to people who already OWN Mac’s.
Ok we now have something started. Someone get Jobs e-mail address and every Mac user that supports Apple write to Mr. Steve Jobs and demand some TV time to OS X.
Simple..let’s get it done.
First of all, there’s no reason they could run a 60 second TV spot.
Second of all, anyone who thinks that there’s no way to show the benefits of using a Mac in 60 (or even 30 seconds) obviously doesn’t work in advertising. It could absolutely be done.
I think Paul might be right. They have a hard enough time meeting demand without advertising OS X.
While I think the author is correct about it being difficult sway customers on the OS alone or the security features there are other important features that could impress customers.
Great looking hardware – debatable but I’ve repeatedly seen families at Sams club and Walmart buying HP PCs based on the how a PC and monitor look even when the hardware is turned off. PowerMacs are big hulks but MacMini models take up very little space and it’s the only PC my wife thinks is actually attractive (because there’s so little to look at).
Free Stuff – iLife is unprecedented. It’s easy, fun to use, improves life, works with other tech stuff like digi cameras, it’s entertaining, reliable, simple and it’s free with the purchase.
Single Source – Apple makes the hardware and the software. It all works together. If you have a problem you can turn to the source and get help from the company with the highest rate of consumer satisfaction according to JD Powers and Consumer Reports. Apple software works together so you don’t have to spend time trying to match a bunch of 3rd party products or deal with the buck being passed from vendor to vendor when you have problems.
Total Cost of Ownership – Simply stated Apple hardware has a history of lasting a long time. Lots of PC users have thrown out their two year old cheapie PC just because it was so glommed up and the hassle to get it righted was greater than the cost of acquiring a new cheap PC. I’m typing this on a 5-year old Mac that still works great and is reliable as the day is long.
There are many features that Apple COULD highlight in a 30 second spot (without putting a target on their back from every hacker on the planet).
I continue to hope that an Apple Ad Blitz is in the works once the Intel transition is behind us. Let us hope that Apple hires some really smart marketing folks to make the ads.
It can’t be done with OS X. Most people I talk to don’t even know what version of Windows they are running, or what windows is at all. The just use the computer, hit the blue e for internet, etc.
iLife is the big selling points for Macs. Show how easy it is to make a movie. Mention that it is free on a mac. Talk about iPhotos books and cards and organization.