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
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.