Blogger: Apple’s ‘Touché – Macs Do Windows Too’ TV ad is ‘lame, smug, arrogant, and possibly wrong’

“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


  1. All of the current Mac v. PC ads, not just this one. The style gets in the way of the message. If I had seen those ads before switching, I probably would never have bought a Mac. This one, of course, is the worst, since it turns out that the smug, know it all guy really doesn’t know what he’s talking about.
    Arrogance, which is quite different from pride, is not a virtue. It’s not even pretty to watch.

  2. Since when is it arrogant to point out and expose the shortcomings of one’s opponents in the marketplace? I think these ads are brilliant. They deliver Apple’s message in a concise, direct, and unambiguous manner and the negative reactions are a strong indicator that the truth hurts.

  3. I like the ads, too. Obviously, people who are offended by the ads are not going to buy Macintosh computers; but nothing could ever convince such people to switch to Macintosh. They are angered at being labeled the numbskulls they are. Too bad!

    And since when is the public promotion of your products advantages called “arrogance”??? I thought it was called advertising!!!

  4. The ads are fun. Arrogant, smug? Absolutely– anytime anyone asserts being “better,” that’s how it’s taken– by those who are threatened with feeling “less than.” If someone is interested in something that works BETTER as opposed to being more interested in evaluating their rank with others (though they are probably unaware of it), asserting “betterness” is not threatening. It’s just… better.

  5. Maybe Apple should have just showed the Apple guy groveling on the floor like a dog trying to get some spare crumbs while the Windows guy rests his foot on him and barfs wine into a bowl.

    Yeah, that might help Apple sell some Macs. PC (political cor…) gone crazy….

    MW “truth”, as in “sometimes the truth offends people”

  6. Let’s switch the words:

    “I am a golfer.”
    “I am a basketball player.”
    “And I’m a basketball player, too.”
    “Yeah, I play basketball and golf, so I’m a better athlete.”

    When the guy says that he is a PC, he’s not making a point; he’s identifying himself. When the other says that he’s the only computer you’ll ever need, that’s a point. Had the PC started with something like, “I’m better than Mac because I can run all sorts of Windows apps,” he would have been right in using “touché” after the Mac’s counter:

    1. Argument
    2. Couner-argument
    3. Touché

    Apple: 1
    Blogger: 0

    Who’s pretentious now?

  7. See what happens when mindless relativism so pervades society that real and measurable differences between OS X and Windows and Apple and Microsoft are considered meaningless and each OS and each company is considered equivalent in essence if not in function.

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