Apple Computer has debuted a major print campaign for Macintosh hardware and software, including Mac OS X.
Currently appearing in major magazines in the U.S., including the September 8th issue of Entertainment Weekly (#895/896 “Fall TV Preview”), the materials include a white four-page detachable insert featuring the following pages:
Cover:
Inside Cover:
Back Cover:
Attached to the third page is a detachable 14-page accordion-fold 5 3/8″ x 5 3/8″ booklet featuring an iMac on the cover, and pages such as “Why you’ll love a Mac,” iPhoto, iWeb, iTunes, iMovie, GarageBand, iChat AV, Dashboard, Microsoft Office compatibility, and Apple hardware including, iMac, MacBook, MacBook Pro, and Mac mini:
MacDailyNews reader “getamac2day” has posted the full 14-page booklet on Flickr here.
Back in January, The San Francisco Chronicle’s Matthew Yi wrote, “Vista may still impress many consumers, because many of them may have never seen Apple’s operating system.”
We, along with many MacDailyNews readers, have long been concerned about Apple’s efforts to inform the public about Mac OS X. Also back in January, our own SteveJack penned the article “Apple in secret deal with Microsoft to hide Macintosh from world?“
SteveJack asked, “How can a company produce such a product as the Mac platform – a product that is amazingly superior to the Windows platform – and not be able to sell it? What’s the point? Why doesn’t Apple show the world what the Mac can actually do for them? …So, really, what’s going on Apple? What other deals do you have with Microsoft that you’re not talking about? Did you promise to advertise the Mac only to appeal to the egos of Mac users and not versus Windows? Did you promise Microsoft you’d keep Mac OS X and your Mac-only applications a secret in exchange for Office for Mac and/or other reasons? Because what Apple isn’t doing seems to benefit Microsoft, not Apple or their shareholders. I can’t imagine a company that executes so well at nearly everything can be so inept for so long at informing the world that there is a better way, a much better way.”
If this excellent campaign is consistently and widely run in major publications, it could potentially go a long way towards showing the public – albeit in static form – what Mac OS X looks like and what the Mac can do — ahead of Microsoft’s Vista rollout.
Related articles:
Computerworld: Microsoft Windows Vista a distant second-best to Apple Mac OS X – June 02, 2006
Thurrott: Microsoft going to get eaten alive over Windows Vista’s resemblance to Apple’s Mac OS X – March 09, 2006
Analyst: Windows Vista may still impress many consumers because they have not seen Apple’s Mac OS X – January 05, 2006
Looks sweet!
I’ll have to keep my eye out for one of these.
My Mac does do spreadsheets.
This could be one of the rare times people buy a magazine for the ad! Expect circulation to go up a little.
Assuming that people who buy Entertainment Weekly know how to read and don’t just look at the pretty pictures, they will forget all the pro-Mac arguments when they walk into any computer store and only find Windows PCs, each one cheaper than the other. Yes, they are not really cheaper than Macs when you compare specifications and included software but it takes too much effort to explain that to most computer users.
Stuff I have to do. Stuff I want to do. I use my Mac for both.
Only bad thing is the page about the iMac says the price starts at $1,299, which as of today is no longer true. Same goes with the speed of the Mac Mini. Ah well.
Late night.
Saw this in Entertainment Weekly, last week.
What, so Mac’s can’t to “work” type of things? You would think that Apple would let people know that it can.
Why sending a wrong message? What now? Mac’s can’t do piecharts and spreadsheets? “Hey, you can’t use Macs at work: even Apple says it”.
Puzzled as it is the very first thing one get. IF I was an intrigued corporate customer knowing nothing about Macs I could just see dropping the leaflet at that first statement and not wanting to read more. “Ah yes, finally they admit it. It is a computer for leisure not for serious work. I’ll sign that order to renew our 5000 languishing PC and wait for Vista”
Apple can’t win for some of you!
If they said ‘hey, we do pie-charts and spreadsheets too!’ you’d say the reaction from business would be ‘pff, no big deal – I can do that on my PC!’
At last they splash out on some serious advertising, admittedly aimed square at the home market and entertainment segment(Entertainment Weekly, not Business News!)… and you moan! Wait untill next week for more of the same.
Apple are moving in the right direction.
It’s like a game of chess, the long strategy wins over quick-fix knee-jerk solutions.
About time. How about the same ad campaign for the UK?
Amazing.
You’ve all been bitching about Apple not seriously advertising the Mac for years. It finally happens and what do you do? Bitch about the lack of focus on OS X.
You’ve all been bitching about Apple’s lack of focus on OS X in the Get a Mac campaign for months. It finally happens and what do you do? Bitch about the lack of focus on business applications.
You smug bastards don’t know whether you’re coming or going.
Glad to see a massive campaign but I already can hear our IT Director.
“Listen, even Apple says it. PCs are for pie charts and spreadsheets. Macs are for home.
I think this ends the discussions. I hope I am not going to hear from you again. Apple says what I have said all these years: Macs and work do not match. PC are for the things we have to do. PCs offer much more at work. What now, are you going to fight hard to convince me Apple is wrong and you are right?. Finally all these years bitching from you are coming to an end. Cheerio”
AND, since I know the bastard pretty well HE is going to use this campaign much more than me. And people will listen HIM, not me. I can just become again so fanatical I even say Apple is wrong to have my Mac at work.
Not moaning but why state on the first statement something that we know is a shortsighted labeling (PC at work, Mac at home). First impressions stick. There will be people just reading the first statements only.
Nixon, you should be impeached one more time if you do not see this coming. Oh wait, maybe you do not have a work or never fought endless discussions to keep Macs at work.
If they said ‘hey, we do pie-charts and spreadsheets too!’ you’d say the reaction from business would be ‘pff, no big deal – I can do that on my PC!’
Wrong: Why limit yourself with a computer only good for pie charts and spreadsheet!
As with Boot Camp and Parallels why not stating as it is: Macs do more. On the OS why getting a computer where you can only run Windows and Linux and not getting a computer where you can do Windows, Linux and OS X.
Same here: why getting a computer where you can only do things you have to do (pie charts, spreadsheets, computation intensive tasks, development) and not getting a computer where you can do all that and the things you like to do: movies, music, pictures etc. Why the hassle of keeping multiple computers for different tasks and not getting the only one which is best at everything.
So much for Mac users drinking kool-aid from Apple at every move. Up yours trolls. Windows is what it is because its users never complain being abused.
We bitch and moan till we get it right, and even then!
I hope this advertising effort isn’t a one-time deal. They should continue advertising to increase marketshare. Apple should’ve done this a long time ago.
Not bitching:
Tell your boss to read and re-read page 10 of the ad. When he’s done, tell him to read and re-read it again. “Microsoft Office. Macs do the work stuff too.”
Macs do the work stuff too: exactly. Why bury it at page 10 when on page 1 it seemingly says the opposite. What is on page 10 should be on page one.
The problem is not for bosses not to know that, is of bosses trying everything to deny the evidence. And some statements in the Apple ad are helpful: it is enough to take them out of context and you can say everything and its opposite. I would have preferred a more careful attentions to giving the flank to cheap shots. That’s all.
I would have liked a “PCs and computers in general are for the stuff we have to do […]. Why limit yourself? Macs are as well for the things we want to do […]”.
And not because the ad is not good, but because Mac haters will stick to everything to be able to still say “Macs have no place at work”.
It seems a strange time to advertise, just before upgrades and the September 12th announcements – does it mention the Core 2 Duo in the iMac? I hope they advertise again when Leopard is released and all of the machines (except maybe the mini) are Core 2 Duo, they can then flaunt Boot Camp the ‘when you really have to use Windows’ option. Perhaps they could say ‘We made Boot Camp really simple to use, because it would be easy to forget a program you never really need.’
OK:
1) Mac zealots, please do not hog the print ads. They are not for us. If you buy them and give them to your friends, they won’t read it. They need to buy the magazine themselves. You can sell your friends without the magazine already.
2) There should be more focus on the ability to run Windows on the Mac. This is the #1 Fear Factor causing the ignorant masses to continue suffering until the whip of Windows.
I just like that Apple are putting themselves out there. I think the Mac/PC ads and this print ad serve as a great way of firstly getting the Mac name out there. Most consumers probably don’t realise that a Mac is an option let alone a viable and superior one. At best they would consider them expensive and specialised and therefore not for them. I think we’re seeing the first signs that Apple is trying to educate people. Getting the name known, getting the machines known (the iMac specifically), then the consumer software (iLife). Then little snippets about running windows, doing work stuff, no viruses, overall security. Then hopefully they’ll show off the OS in terms that your average person will understand and see the benefit of. Hopefully this is just the beginning.
Unless Microsoft goes backrupt and is unable to deliver a “browser” to me on a Dell machine or until Apple gives me a free “PC”, I’m not going to be swayed!
I’m going back to watching my boob tube, and drinking a few more before the “bitch” gets home.
<sarcasm>
If Apple emphasizes that Macs not only do pie charts and spreadsheets, but Macs also do movies, photos, music, web pages, etc. then I suspect the ad to be effective. Apple should to direct the ad to the widest possible audience, appeal to both left-brain and right-brain individuals, and show the versatility of Mac. Apple has to destroy the myth that Macs are “only good for graphics” and other exclusively non-technical activities, and clearly demonstrate how Macs are being used in business, research, academics, and other areas described on Mac@work.
Why place the ad in “Entertainment Weekly”? What demographic is Apple focused? What is the annual circulation of “EW”? What single magazine reaches the greatest number of people? What single magazine reaches the greatest diversity of persons? Personally, I neither subscribe to nor read “EW”.
who gives a fuck aboot using windoze on a mac ?
i look at it as the mac’s first virus
fuck microshit
OH MY GOD!!! An apple ad showing the OS. HELL has froze over!!!
What a smart one two punch.
These are fantastic. Too bad they were printed before the price drops & new product specs. Now this may further the impression that Macs are more expensive! Hopefully, the next round of these ads will reflect the new pricing & specs.
Looks pretty good.
Yeah, we can all quibble about this or that, but the bottom line is that Apple is FINALLY starting to advertise. They seem to take for granted the public’s knowledge of the iPod and using it as a starting point.
This is CLEARLY aimed at HOME users, NOT pencil-necked IT twirps. It IS in Entertainment Weekly ferchrissakes! And how odd that some kid of major entertainment oriented announcement is due next week.
And gee, the ad piques my interest and when I go to the Apple Store, those cool looking iMacs are CHEAPER than the ad. Now THAT sucks, doesn’t it?
I do agree that Apple should have said something like…
“Macs can do all this amazingly cool stuff and if you need to do some work, we can do that, too.” Treat the work thing as if it were no big deal, a no-brainer.
So, whatever you or I may think could have been stated better in the brochure, it’s a DAMN good move.
Why doesn’t Apple throw in a CD with video clips of Macs doing what Macs do? Add a few testimonials, reviews, links, music, and witty dialogue and Apple will have a heyday. Some people may not read the entire 14-page ad, but will kick back and watch. Don’t give the consumer a passive experience; give the consumer a proactive adventure in Mac.
BIG MISTAKE BY APPLE! No mention in the entire brochure of Windows being able to run on Macs! Not knowing this information is the #1 thing that prevents people from trying the Mac… their fear of not being able to run their Windows apps, if necessary! This has GOT to be addressed by Apple in the brochure in the future. It is this VERY FACT that has enabled me personally to switch over so many Windows users this year! Some Windows users are FORCED to run that ONE specialized program for their office — they don’t have a choice! Apple, please address this in a future brochure!
All I have to say is it’s about freakin’ time!
We are back to the old idea of ‘include a dvd of someone (preferably Steve) showing OS X in all it’s glory, in every iPod box. Heck, just give them away to everyone who walks in, or past, an Apple Store.
More effective than ‘blanket’ advertising because you are already targetting someone who is, or might be interested.
That said. Excellent Apple, keep it up… turn it up!
As a working pro in the audio/video field, I can say wholeheartedly that I my mac (and my prowess using it) = my income. Not the greatest example, I know. I do, however, use it to organize my life and also keep my records and invoices straight. I do make spreadsheets, word docs (mostly for invoices) and print to pdf daily. I also have trouble with other companies NOT being able to PDF and NOT being able to keep their machines running Winduhs and politely expecting me to be understanding.
We live in a Windoze world, and that sucks. But I’m amazed at on a daily basis how many people SHOULD NOT be using a Mac. Let me back that up for the instant flame-response I’m sure is churning right now. Mac users are a special breed – underdogs who have had to put up with a lot of crap from people who take the whole thing too seriously. Yes, we don’t get viruses. Yes, the machine will run for days on end. No, they’re not perfect. I’m in constant reminder that, although amazingly put together, macs WILL crash (and do) as they are COMPUTERS, after all. A lot of people who hear about the ‘bliss-like state’ we operate in are dubious at best, but when they do get on board, there’s usually drama ’cause all they’ve known (computing-wise) is pain. Norton and BSOD and random file-eating. mup.sys errors and ‘my computer’s slowing down.’ Zombification and overall suck-ass driver support.
I’m not even going to get into MBP’s overheating and iMac logic board issues that have plagued dozens of my clients. I will say that it’s still, by far, the sexiest computing experience and shouldn’t be crusaded that ‘Everyone should have/get a Mac.’ Not everyone should get a Lotus, or a Ferrari.
My typical argument is that everything you’ve heard on the radio (eck) and seen on a movie in the last 5 years was almost ENTIRELY cut on a Mac. I think that says something – mostly that they’ve been specialized in fields with people who demand the best, and that in itself is a reason for grandmas, IT people, etc not to get one. In my experience, IT ‘pros’ and corporate bigwigs in general are not the smartest people making the smart decisions (read: sheep) so why bash over their heads how incompetent they are? It’s like we’re Republicans trying to justify the war on drugs or war on terror. It’s hype, people. get over it. As cool as our Macs are, as much as they Liberate us from our groveling computing experience it boils down to this:
Macs are for some people. They are not for everyone.
I myself will now go back to work, happilly living in the so-called ‘Reality Distortion Field’ as I’m going to be a true-believer till the end of days, which is my CNN widget would have me believe is like next week.
Look, guys (and gals, I suppose). It’s fsckin’ Entertainment Weekly, for fsck-sake (in this case). I’m no advertising expert, but I think you target the advertising in a particular magazine for the particular audience. Doubtful they’re leafing through Entertainment Weekly in the boardroom deciding which system to outfit the new offices with, frowning their executive frowns when they don’t see anything about Macs doing spreadsheets. This kind of ad is perfect for the sitting-under-the-hairdryer-salivating-over-the-pictures-of-Baby-Cruise crowd. If the ad in the center of the September 15th Business Week is the same, then I’ll be concerned.
…page 10 says quite clearly “Macs can do the work stuff too.” Why are you getting so bent out of shape?
Apple should get the guys from Discovery Channels Mythbusters and do a series of commercials or print ads debunking the myths about macs. Myth: Macs cant do office work & pie charts-show how macs really can and myth Busted! Myth: Macs are more expensive-do a price comparison and myth Busted! etc.
Rob
Yes, but what others?
“Currently appearing in major magazines in the U.S., including the September 8th issue of Entertainment Weekly…”
rob559
That is very good.
Or, how about this?
Produce a video for youtube, clearly demonstrating any of these things.
Yes, I know IT people would’nt be swayed/don’t watch (or do they?); don’t misunderestimate the # of eyeballs there.
Well, it’s a start. What will you do next, Apple?? We want to see the OS on TV. We should all start our own OS on TV campaign. We only need about ten million bucks for ten 30 second commercials.
No Mistake…
Grandmas shouldn’t consider Macs? How is that?
My late grandfather hated his PC. When he finally got an iMac (the original 1998 Bondi Blue) he was thrilled! Several years later, he asked about upgrading to a FireWire model so he could edit his digital videos, as the family had just given him a new digital video camera for his 95th birthday.
He’s gone now, but his daughter, my 75 year old mom. is still happily using that 2nd iMac.
It’s funny, but I RARELY got calls from him (or her) for help, even though I offered and even set him up with Timbuktu, so I could help out from afar.
My uncle switched to a Mac 4 years ago after suffering with, and rarely using, his Windows box for years. He happily uses his PowerBook with few troubles.
On the other hand, my few relatives with PCs are always complaining about this or that Windows related problem. In fact, I’ve been forbidden to connect my PowerBook to my sister’s broadband, or load FireFox on her Dell box (to make using it less painful), because she fears I’ll “screw things up”. AND she does Windows troubleshooting for other people!
Mac users don’t live in fear of their computers.
Codeweavers crossover product could do a lot to help the Mac gain traction. It’s great that Apple is advertising.
The IT person who only focuses only on being able to do pie charts and spreadsheets will be obsoleted in a few years.
IT people may not understand that yet, but Apple clearly does and belatedly, so does Microsoft. That’s the whole point of chucking all their partners and going ahead with Zune. It means that much to MS because the iPod/iTunes combo combined with iLife (on Mac only) has been moving from music to every kind of information content, now embedded in multimedia and entertainment formats. And Apple is controlling all these bits from production to consumption, with no room left for MS.
This is awesome. This is the way to go, we all love TV spots but it is impossible to show an OS in 30 sec. commercials.
Apple retail is converting people the tens of thousands weekly.
If you dont have an Apple Retail in your area, remember when you visit one and make a purchase please provide your correct ZIP code. This is what Apple uses to gauge new openings.
Wow. An ad. Some people will bitch about anything. Like I just did.
I’ve given the whole make-a-commercial-showing-MacOSX thing a lot of thought. I’ve even thought about trying to make a commercial myself, as someone on this page suggested. It would be an interesting contest, if someone was willing to pony up a prize worth the effort.
Here’s the problem, though. How do you advertise the features of Mac OS X to someone who has absolutely no experience with it, in 30 seconds? Sure, you could cut together a bunch of clips of iMovie, Expose, widgets, other stuff like that (of course accompanied by some hip soundtrack), and MacHeads would applaud. However, for someone not familiar at all with the OS it might not sink in.
Maybe this is why Apple hasn’t talked this head-on.
Apple could preload a slide show of this booklet on every iPod. More self promotion to millions of potential switchers. Better yet, get the DOJ to demand that MS provide it to all PC OEMs as a part of the anti-trust settlement extension.
ummm…what place does iTunes, iMovie, and iDVD have at work. These applications would seem to be distractions to the workplace. To highlight these things are for the home user who wants to do work at home and do other stuff. If the ad were in Forbes or the Economist then the work aspect of the computer should be emphasised. But let’s be honest here and ask, “Where is Apple’s competitive advantage?”
“”Where is Apple’s competitive advantage?””
…if you have to ask…
GIVE IT TO HIM!
And I spend all my time telling my kids that a Mac can do anything……
web.mac.com/simon_elliott/
ABOUT FREEKIN TIME.
Look at the pictures. Apple is actually showing Apple applications running on Apple equipment and explaining why this is such a superior solution.
I am no genius, but I have been saying for years that Apple needs to do just this. Most people going to the store to buy a “PC” or calling Dell have no idea what a Mac is all about. No idea what the software can do.
Now what?
PUT IT ON THE FREEKIN TV!
I like the current tv commercials but instead of those two goons, have a series of commercials that focus on a certain thing. One for audio, one for video, one for office applications, one for photography, etc. Each commercial should “star” a actual person who is an expert in his or her field showing what they do on a Mac and how easy it is.
That is all for now, plane to catch.
I’ve always thought the best thing APPLE could do would be run a contest, w/ 10 semi-finalists.
Consumer produced spots on a Mac, all 10 run constantly on TV, for weeks.
Direct traffic to website for polling/’voting.
Pick a winner, give ’em $1 mil.
The whole world would be watching.
I am a fucking genius.
My Mac does reports, spreadsheets and pie charts, too, as well as all the stuff I like doing.
It’s about time, Apple! Bring it on!
Next step – DVDs sent to every household and business (ala AOL) showing the OS in action and detailing its advantages.
Mail them out, include them in magazines, give them away at grocery stores, Wal-Mart, etc.
Spread the word – OSX is better and we will not be ignored!
@ Hard Hard-
Man, now THAT IS a great idea!
It’s called “speaking to the target audience”.
The ad is in Entertainment Weekly so, therefore, it focuses on the entertaining side of a Mac.
If they were advertising in Business Week, the focus would be more on the MS Office compatibility.
I think it’s interesting that they don’t even have pictures of the high end products. Come on, not even one of the tower? At least include it in a family photo at the end.
Apple is a personal computer and consumer products company
They are are not competing with Microsoft for the buisness space.
Unfortunatly most people buy a computer for buisness, schools train on windows PC’s because that’s what they will need to learn to get a job.
Apple lost big time when they lost the buisness space, they are not really going to try for it, just if they do manage to sell some hardware to buisness they of course will.
Apple is pursuing the “Personal computer market” with devices aimed mostly at creatives and non-technicals.
Now that Apple’s pro machines have Intel procesors just like everyone else, there really isn’t a incentive for anyone outside of those who use Apple software to buy pro machines.
Um, if you actually looked at the 14-page detachable booklet, you’d find a whole page dedicated to Microsoft Office. So Apple is indeed touting the ability to do Word, spreadsheets in Excel, etc. They’re just not focusing on that because, gee, PCs can do that too. But they can’t do FUN like Macs can.
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Apple could preload a slide show of this booklet on every iPod
— Ampar
Uh uh. It’s bad enough with DVDs and being forced to watch FBI warnings in a country where KGB warnings would make as much sense. Laying down cash for an iPod, only to get an ad rammed down my throat would not make for a happy customer.
“Laying down cash for an iPod, only to get an ad rammed down my throat would not make for a happy customer.”
It doesn’t have to be mandatory viewing. How about an option to watch noting that it is less than a minute to see what you might be missing out on or the option to delete it right then permanently? The QT Pro upgrade reminder was bad enough.
I’ve been wondering for a while actually about the Mac ads that emphasize PCs being good for work as if Macs aren’t. And, on the inside cover, “PCs are for stuff we have to do, like pie charts and spreadsheets”.
Why aren’t they saying that the Mac can do iLife, etc., AND do the pie charts as well as or better than a PC. (and not on page 10)
Seems to play right into the “Mac is a toy” thing. Yes, I understand marketing to each particular market. But Apple does not have to dis Macs’ business capabilities when marketing to the home user. I don’t see how that is useful at all. No wonder SteveJack penned the article “Apple in secret deal with Microsoft to hide Macintosh from world?”
Please, people. Shut up, already. It’s EW and the ad is aimed at its readers. Don’t y’all know anything about advertising? It’s all about appealing to an audience, and in this case, the audience is EW readers.
“It’s all about appealing to an audience, and in this case, the audience is EW readers.”
Anyone who cares about Tom Cruise’s spawn deserves Windows.
It is also in the latest issue of Vanity Fair (Tom Cruise edition)
I hope there’s a page in there that suggests AppleCare… b/c that beautiful apple product doesn’t necessarily me free of defects. My beautiful macbook pro is back in the shop again for the 4th time in 6 months for defects, and all I seem to get getting from apple and compusa (since there is no apple store here..) is “Sorry for defects, but it’s your fault for researching this machine first.”
Who dumps $2K into a machine and expects it to be crappy :(? If I want to waste $2,000 on a piece of crap, I’ll buy a ford taurus.
24″ iMac’s are so very HAWT though.
Aside from Entertainment Weekly and Vanity Fair, I was in a dental office on Monday and saw it in the most recent issue of Time Magazine. I would say this is fairly mainstream America for magazines. Apple is making an ATTEMPT at widespread distribution. Any other sitings?
You know, my XP box can do more than pie charts and spreadsheets.
I’m just saying, that’s all.
-JD
Thank you Mr. Reeee……
I’m not a grandma, but I’m approaching being a senior. I never used a computer in my life,,,never sat in front of one. Not that many years ago I got my first iMac…a purple one. I got it because I read that it was easy to learn and the tech support was great. I loved the design then and love my new flat screen iMac. All my friends had PCs and tried to discourage me…..I have to admit it was all a puzzle, I didn’t even know what a “desktop” was.
I learned practically everything from Apple’s tech support (burned the phone line) and their website. I love my Apple, got a
scanner and printer and digital camera after that. Learned how to make a home business database on my iMac. I love my computer and
now my sister and a friend of mine are using them. My nephews scoffed at my Mac but they’re using them now.
It’s really added so much to my life. I wish they would also focus a little on the older adults…it would really enrich their lives..
advertise in AARP. I know we’re not “cool” but this is a great product for people who are not familiar with comuters. It’s
really user friendly.
I might not belong with the rest of the Apple people on this list, but wanted to say how much I love my iMac.
can i get this booklet at my home?
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