“The new Apple ad annoys me. (Touché) It exudes the kind of smugness that a lot of people associate with Mac users, and the nit-pickiness of the definition of ‘touché’ alienates people. Hell — I wasn’t previously aware that the term is that specific (a point made in rebuttal to another point, according to the commercial), so I looked it up online and couldn’t find a reference that mentions that specifically. Hell, Apple’s own dictionary app (using the Oxford English Dictionary) doesn’t mention it,” Jammer blogs for The Welblog.
Jammer opines, “Lame. Smug, arrogant, and possibly wrong. Get rid of the ad, Apple.”
Full article with screenshot here.
Apple’s “Touché” ad:
MacDailyNews Note: “Used as an acknowledgment during a discussion of a good or clever point made at one’s expense by another person” certainly describes the poor PC’s reaction to the Mac’s statements in Apple’s “Touché” ad. Jammer’s right about that part. We wouldn’t put it past Apple to intentionally use it wrong – we are talking about it now aren’t we?
The ad’s real point, that Macs run Windows and are the only computer you’ll ever need, seems slightly muddied by the whole “touché” discussion, but not muddied enough to hurt. The ad is still powerful. This ad works, “touché” right or wrong, because it dangles the “twofer” right in front of the publics’ collective face. Certainly, Apple’s “Touché” ad is not lame, smug, or arrogant.
There is simply no defense against, “Now you can run Mac OS X or Windows on a Mac, so it’s the only computer you’ll ever need.”
The “Embrace” phase of Apple’s plan is off to a strong start.
As we see it, Apple is executing a two-part “Embrace and Extinguish” plan. Give people their Windows “insecurity blanket” first. They believe they need Windows and cannot be convinced otherwise. Let them find out for themselves what Mac OS X and Apple’s Mac-only apps like iLife, Safari, etc. are all about. Then, when the time comes to buy their next Mac, they’ll be just like us: they won’t even care if it can run Windows. We are extremely confident that Mac OS 10.4 Tiger will win converts from Windows XP. Heck, for that matter, we’re extremely confident that Mac OS X 10.2 Jaguar would win converts from Windows XP. Leopard vs. Windows Vista? It’ll be no contest. We’ve seen it happen in real life too many times: let someone really use a Mac for a couple of weeks and they simply do not want to go back to Windows.
Related MacDailyNews articles:
Apple debuts three new ‘Get a Mac’ ads (with video) – June 12, 2006
Dude, you got a Dell? What are you, stupid? Only Apple Macs run both Mac OS X and Windows!
Why buy a Dell when Apple’s Intel-based computers will run both Mac OS X and Windows? – June 08, 2005