Apple Boot Camp’s ‘Windows Insecurity Blanket’ helps buyers decide to switch to Macs

Dave Caolo explains how he sold two Macs this week over on The Unofficial Apple Weblog (TUAW). “I’m lucky enough to work at an all-Mac school. However, the majority of employees (as I’m sure is the case most everywhere) are PC users at home,” Caolo writes. “So we talked a bit and I showed them around my iMac, letting them play with a few of the iApps (photo sharing in iPhoto across two Macs via airport was a real crowd pleaser, I can tell you). Still, they couldn’t be swayed. Until I dropped the bomb, that is. ‘These can run Windows, you know,’ I said. ‘WHAT?!?’ Their eyes lit up.”

“I realized what was going on, of course: the security blanket effect. Knowing that their precious Windows is there, even if it’s never used (and eventually it won’t be) pushed them over the edge,” Caolo writes. “They’ve both since purchased Macs. The whole experience leads me to believe that Apple is going to sell a LOT of computers next year.”

Full article here.

MacDailyNews Take: Well, since it’s Windows we’re talking about here, we’ve been calling it the “insecurity blanket” for nearly a year, but it means the same thing: Mac sales and market share increases. Before the very literal interpreters weigh in, yes, the example above centers on just two users buying only two Macs. Extrapolate.

Let’s face it, Windows-only users have no idea what they’re missing and most are not inclined to do a several hundred dollar “test” to see if they really like Mac OS X and the Mac platform. Imagine if they could feel “safe” in buying a Mac that can run their Windows that also happens to let them run Mac OS X. And we all know what happens once someone really gives Mac OS X a try—Windows quickly falls by the wayside. That’s why these Intel-based Macs will help expand Mac market share, if average people can be made to understand that the machines can run both Windows and Mac operating systems natively. Remember, it’s a good bet most of these average people (we’re probably talking somewhere around 70-80% of personal computer consumers) don’t even know what an operating system is; they think Windows is a personal computer; you know, the ones who think the “blue e” is the “Internet.” For most people, Macs will become the “2 for the price of 1” computer. Even for the nearly illiterate personal computer buyers, with a little Apple-supplied education via marketing, it would make little sense to buy a limited Windows-only machine from the box assemblers like Dell, Gateway, etc. Give them their “Windows Insecurity Blanket” upfront and they’ll throw it away themselves after they realize how tattered and threadbare it is in comparison it to Apple’s Mac OS X. – Stevejack for MacDailyNews from the article “Intel-based Macs running both Mac OS X and Windows will be good for Apple” – June 10, 2005

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Related articles:
Research firm: Intel, Boot Camp powering huge Apple Mac sales surge – May 19, 2006
Needham: Apple Mac sales could surge due to Boot Camp, newfound ability to run Windows apps – April 20, 2006
Cowen & Co survey shows strong Apple Mac sales prospects, Boot Camp impact ‘broadly positive’ – April 18, 2006
Apple’s Boot Camp vs. Parallels Workstation for running Windows on Intel-based Macs – April 14, 2006
Baig: Boot Camp works so well it reminds me why I prefer Mac OS X to Windows XP in the first place – April 13, 2006
Pre-Boot Camp report: Apple could double market share on Microsoft defections – April 13, 2006
Mossberg: ‘Every mainstream consumer doing typical tasks should consider Apple Mac’ – April 13, 2006
Boot Camp could be big win for Apple Macs in schools – April 12, 2006
Thurrott: Apple’s elegant Boot Camp opens up a world of possibilities – April 11, 2006
Apple’s Boot Camp is first step towards Mac OS X Leopard’s inevitable support for virtualization – April 11, 2006
IT specialist: Apple’s Boot Camp ‘definitely makes the Mac more attractive’ – April 10, 2006
Apple trying to steal customers from Windows with Boot Camp by letting people try superior Mac OS X – April 09, 2006
Apple reseller: Boot Camp could sway a ‘huge percentage’ of PC users to go to the Mac – April 07, 2006
Analyst: Apple’s Boot Camp may bring ‘significant benefits’ beginning in 2006 holiday quarter – April 07, 2006
Analyst: With Boot Camp, Apple has removed another barrier to switching – April 06, 2006
Analyst: Apple Boot Camp could be an opportunity for Mac market share gains – April 06, 2006
Enderle: Apple’s Boot Camp allowing Windows on Mac ‘could change PC landscape as we know it’ – April 06, 2006
Apple’s ‘Boot Camp’ a watershed, could dramatically expand Mac market share – April 05, 2006
Apple’s ‘Boot Camp’ is bad news for Windows-only PC box assemblers – April 05, 2006
Reuters: Apple’s new ‘Boot Camp’ could draw millions of new Mac buyers – April 05, 2006
Apple introduces Boot Camp: public beta software enables Intel-based Macs to run Windows XP – April 05, 2006
Dude, you got a Dell? What are you, stupid? Only Apple Macs run both Mac OS X and Windows! – April 05, 2006
Intel-based Macs running both Mac OS X and Windows will be good for Apple – June 10, 2005


  1. Because I took the jump willingly and hopefully I didn’t think the fear of the transition was such a huge factor but apparently to most people it is. 30 min ago a friend told me she’s trying to sell her dell to buy an apple and about 10 minutes ago I helped our on-campus store sell a 15 MBP after explaining that macs run most programs you need, if it doesnt you can run windows and it already speaks chinese. The way people react when you explain boot camp is just astounding.

    I’m going to buy apple stock. This quarter’s numbers are going to be huge.

  2. I still think it’s good advice to “not expect too much” in Mac sales this quarter… Of course, I’d love to see huge numbers, but this is going to take time…

    Analysts read rumor boards, when they see all of the rumor boards expecting the next to impossible, it sets up AAPL stock for failure…

    Let’s just take it as it comes, little by little… All signs indicate that Apple is gaining marketshare, slowly but surely, and that’s the way it should be.

  3. Apple is playing a delicate balancing act.

    Selling hardware than can run Windows and Mac OS X.

    They will certainly increase hardware sales because of Windows, but will the eventual happen? Will Mac OS X just be dropped on the side of the road like a gorgeous blond with a severe drug habit?

    Will Apple sucumb to the dark side and become a PC vendor eventually? Replacing Dell in the market place?

    the plan to save Apple may be sour ones at that

  4. They will certainly increase hardware sales because of Windows, but will the eventual happen? Will Mac OS X just be dropped on the side of the road like a gorgeous blond with a severe drug habit?


    As long as Steve Jobs is in the picture, NO! He is a highly egotistical man, he’d never let it happen. Too big a chunk of Jobs’ life has been committed to NeXt and OSX. To give in when OSX is at it’s strongest point and best position to make a commercial breakthrough, would be pointless.

  5. Stealth Marketing 101:

    You sketch a scenario that I have thought about also and it is a bit of a worry. But, I have three people determined to buy a Mac and the reasons are:

    1. no need to lay out immediately a large amount of money to buy Mac versions of applications

    2. ability to run applications that are Windows only.

    I will suggest that they run Parallels Desktop so that they do not have to bother with the nuisance of rebooting.

    I think there are many people who have wanted a Mac but have had the software replacement issue holding them back. Now, there is no impediment and I think they will switch in droves. As one of my freinds said, “I know the Mac is far superior and I’d like to have one, but I cannot afford to buy more software.”

  6. I was talking to one of the senior people at the company I work for. We’d talked about him needing a new laptop. He liked the designs of the Macs, and the Mac software, but wasn’t sure because he needed to run some very specific Windows only apps, as well as access the network via VPN.

    We talked again this week. I mentioned to him that Macs can now run Windows. His response surprized me. He said “Yea, using Bootcamp”. He was already aware of Bootcamp and I would guess that he’s already contemplating a new Mac purchase.

    Bootcamp is the secret weapon in Apple’s arsenel. I am considering a new laptop too. I have a Mac mini now, but would love to get a MacBook or a Pro.

    As for the AAPL stock. Own a bunch, very tempted to buy a whole bunch more right now with the low prices.

  7. MDN Magic Word: (ssshhh, quiet please) “human”, as in, “Macs are made for real human(s).”

    I know of several people who are getting Macs now. Talk about the “insecurity blanket” effect. It’s working…

  8. Oh yeah, Apple soooo wants to drop OS X and fire all those developers and burn all the bridges they’ve made with Apple developers…to sell Windows boxes. *smack smack smack* Begone, ye demons of stupidity! Hello, idiots! Yes, Apple wants to “Think Different” by telling us all to “Think the Same” and just use Windows! Apple is being lured to the dark side by the tempting performance of…Dell. Hello, idiots! Dell is making Dell DJs because the PC market is oversaturated with product and they’ve pushed their product plan to its logical limit and now have to expand into something besides computers. Don’t you understand? Apple exists to push Apple hardware and software! It’s the whole experience and as long as its the whole experience, it will never be about Windows!

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