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. “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.””

    Sure there is … it’s called obfuscation. And that’s what Jammer is up to. Since he can’t counter the whole point of the commercial, he has to deflect attention to an extraneous point that is, at best, tangental to the whole issue … and, in so-doing, also engages in another favorite pass-time of so many Windows users: ad hominem attacks on Mac users.


    MDN Magic Word: “firm” … as in … the commercial makes a firm argument in favor of buying and using Macs, but the blogger ignored it in favor of focusing on form of substance.

  2. Jammer opines, ‘Lame, smug, arrogant, and possibly wrong.

    Possibly wrong? Undoubtedly, Jammer needs to be absolutely and incontrovertibly certain that the ad is wrong before he accuses Apple of deception.


  3. Hmm. Microsoft takes over the computer world – HAS to establish the standard for Portable Document Format because PDF isn’t good enough for them, especially since they didn’t invent it; HAD to establish its own media format (WMA) because MP3 wasn’t good enough, especially since they didn’t invent it; WANTS to establish the standard for graphics (WMF) because JPEG, GIF, PNG, and BMP aren’t good enough for them, especially since they didn’t invent it. And Apple is the one who is “Lame. Smug, arrogant, and possibly wrong”?

  4. i think the message that “a Mac is the only computer you’ll ever need” gets lost in the semantic discussion between the two.

    There is probably a more forceful way to market Boot Camp than this particular advert.

  5. 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.

  6. 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.

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