Apple Computer shares continue gains after iTunes Music Store deals renewed, new ad campaign

Apple Computer Inc. shares continued to add to recent gains in NASDAQ trading Tuesday, up $1.95 per share, or 2.8% to $71.55 after reports confirmed that the Cupertino Mac and iPod maker had renewed its license agreements with the “Big Four” music companies and would continue to sell tunes via its iTunes Music Store for 99-cents per song. Apple currently has more than 3 milliion songs in its iTunes Music Store library.

Apple also yesterday launched a major new print, online, and television campaign called “Get a Mac” which compares the Mac’s strengths vs. the Windows PC platform.

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Related article:
Apple passes Dell in market value – May 02, 2006
Analyst Gartenberg: ‘Apple’s new ad campaign is going to do well for them going forward’ – May 02, 2006
Apple debuts ‘Get a Mac’ TV ads, new section of website replaces ‘Switch’ (link to watch ads online) – May 01, 2006


  1. Why would Apple, if they are really serious about being a serious threat to M’soft, keep putting up losers in their advertising? Mainstream America, especially mainstream business America, is never going to regard Steve’s followers as serious if they all look like Steve.

  2. Just Wondering,

    Apple is not going after the business market. The ads tell you Apple’s target market: young consumers. Without much advertising or targeting, the business market will come last to the Mac – eventually forced to do so by their own employees.

    Watch and see.

  3. Come on guys, mainstream TV ads are not for CIOs and IT directors. They are for consumers. Ever notice the Microsoft TV ads? They are about home computing, too. Business ads make sense in Businessweek, Forbes, InformationWeek, etc.

  4. I’d just like to SAY that I think the Mac ads are a step in the right direction.

    The Mac is “Think Different” and the “Mac dude” looks like someone who isn’t into conformity (“PC world”).

    Apple isn’t looking for 90% of the PC market – but moving from 4% to 12% woudl tripple the penetration.

    I think 12% of computer users would relate better (or prefer to atleast) to “Mac dude” than “PC world”).

  5. Davidlow, this MDN post is all about Business – stock market and all that suggests. Everybody not in business who is interested in Macintosh already has one or more and will, like the dutiful followers they are, buy another as soon as they can put the coin together. The point is, this ad campaign is not going to entice any switchers – the Mac guy is not someone they want to identify with. Look at him.

  6. No new Mac buyers from these ads. Reinforces the base, that’s all. Market share remains in single digits now and forever unless Apple gets serious. Hey, it’s fine with me if they don’t – I love what we have. Just hope it isn’t going away.

  7. I liked them at first, and after a few repeats they were even better.
    I hope they use them in the rest of the English speaking world – i.e. Canada, Australasia, the UK and Ireland.

  8. The ads are obviously targeted at the coveted 18-35 age group. Madison Avenue long ago figured out that by 35 or so, most buying habits and brand loyalties have been established for a lifetime. Those 18-35 are more likely to be swayed by advertising in general and are more receptive to what is new, hot or ‘hip’.

    Apple lost the battle for the Baby Boom Generation when Windows 95 launched and Apple couldn’t ship a new OS until OS X came out years later. During that critical time the computer went from a segment of the population to an almost universally adopted device. Apple had high cost machines that were arguably as crash happy & virus prone as Windows while costing more and being far less available. Steve Jobs, prior to coming back to Apple, said that Apple had blown a 10-15 year lead in operating systems. Apple needed OS X and the mini in 1995-1996 and flat missed the boat. If these people get Macs it will be as a gift from their kids or something.

  9. “”These new ads are targetted at everyone BUT business users. The ads make business users come off looking less serious thatn (sic) the home user.””

    Maybe Apple is showing that pleasure before business can be a good thing.

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