Apple highlights Mac OS X strengths in new ad campaign

“Frequently when you see Apple ads they focus on nothing but the machine’s design. While the Apple is certainly a striking machine, people do actually have to use these machines. The two most common worries potential switchers who don’t use Apples worry about are price and the OS’s ability to do modern things, and all too often neither of which is addressed in the usual TV spot or magazine ad. As an Apple investor and user, it’s always good to see an ad that points out that yes, you can actually check your email and browse the web and do spreadsheets on an Apple. Due to an almost decade long period of relative incompatibility and decreasing market share, many people have some very odd core beliefs about the capabilities of Apple machines,” Tobias Buckell reports for Blogging Stocks.

“Now there is a sign that Apple is moving to correct some of this a bit more firmly. MacDailyNews points out that the September 8th issue of Entertainment Weekly will feature a fourteen page pull out booklet that directly addresses some of these concerns as well as actually shows potential buyers what the operating system looks like,” Buckell reports.

Buckell reports, “The operating system that runs the Apple [Mac] is truly a more interesting feature than how the machines look, and Apple needs to highlight it more. Actually showing people the OS that people will be using on a daily basis if they get a machine and not just talking about it is more important, don’t you think?”

Full article here.
Apple finally showing Mac OS X to the world: better late than never.

Related articles:
Apple debuts major Mac OS X print campaign with 14-page ‘Get a Mac’ booklet – September 07, 2006
Analyst: Windows Vista may still impress many consumers because they have not seen Apple’s Mac OS X – January 05, 2006
Why in Jobs’ name doesn’t Apple advertise the Macintosh? – October 27, 2005
More would switch from Windows to Mac if Apple advertised more effectively – September 04, 2005
Forrester analysts: Apple should advertise Mac OS X Tiger on television and in movie theaters – April 29, 2005
Mac fans line up for new operating system as passberby asks ‘what is a tiger?’ – April 29, 2005
Apple posts QuickTime movies of Mac OS X Tiger features in action – April 13, 2005
Why doesn’t Apple advertise Mac OS X on TV? – April 12, 2005
Why doesn’t Apple show its patented Mac OS X ‘Genie Effect’ in TV ads? – October 07, 2004
Top Ten things Apple needs to show the world about Macintosh – July 30, 2003

34 Comments

  1. Many people have some very odd core beliefs about the capabilities of Apple machines.”

    So true. I hear it every day – the inane questions and comments from archaic Windoze users.

    Some people are just stubborn and some are just plain foolish.

  2. HALLELUIAH…HALLELUIAH…HALLELUIAH,HALLELUIAH,HAAAALLLELUIAH!!!!!!!!!

    FINALLY APPLE IS DOING WHAT THEY SHOULD HAVE BEEN DOING ALL ALONG.

    BEFORE, I WOULD COMPLAIN TO APPLE ABOUT THEM NOT ADVERTISING THE MAC’S STRENGTHS. BUT THEIR RESPONSE WAS LIKE NAILING JELLO TO A TREE!

    SO FINALLY IT HAS GOTTEN THROUGH TO APPLE’S CRANIUM, THAT ADVERTISING THE MAC WILL ACTUALLY HELP…UH….SELL MACS!

    LET’S ROLL APPLE!

  3. It’s important to remember that TV channels like Home Shopping Network have people doing live demos of HP, and other brands literally every day. Who watches these? Clearly, people ARE watching and it would be VERY useful to have Apple be distributed this way. It’s overcoming the huge fear factor many people have about computers that’s important beyond just converting the existing windows users. People making that first time plunge into a computer will be SO much happier with a Mac but are still intimidated by the learning curve.
    I’ve said for some time that a very well done infomercial, SHOWING how it works would go MILES toward getting people to call Apple and buy a machine.
    The problem with doing this of course is that it would work SO well they couldn’t meet demand… I think they WILL do this at some point, maybe not so long from now, after they get their supply chain ramped up to handle it.

  4. Arrggghhh… I get so mad when these so called “marketing professionals” give Apple and Chiat/Day TBWA instructions how to do advertising. Those guys KNOW what they are doing and propably have an atleast five years planned ahead. They will give more info when it is time…

    Jaakko
    creative director

  5. Well, Jaakko, you may get so mad but let’s face it, Apple’s advertising has sucked for years as far as the Mac is concerned. They have *never* convincingly managed to sell the benefits of OS X.

  6. It seems that for the past few years, Apple has almost been ashamed of its PowerPC architecture. It was only after the Intel switch started that they started heavily marketing the computers, and now that the transition is complete they have ramped up the OS advertising.

    Apple has knew well in advance of the Intel switch that this transition was going to be necessary, and evidently did not want to bring in new users before that transition.

  7. jaako,
    I have no problem with Apple’s advertising. It’s really quite good. I have no problem with their marketing tactics. Few do as well. I just think that for a complex, layered subject like OS X, which is the heart of the Mac experience you need a long form piece in the mix. This magazine section is going that way certainly. It EXPLAINS in some detail the difference between Macs and PC’s.. A very useful, important task.
    But in print, you can only do so much to explain what a computer does. It’s an electronic device after all. It needs a 30 minute infomercial, cleverly done and run
    with some frequency to really penetrate the mindset of middle America. Only that will begin to dispell the “good for graphics” and “only artists use them” myth that has been built up.

  8. Has it really sucked? Marketing is much more than just advertising. My guess is that the reason behind not advertising OS X extensively is supply/demand issues. If they cannot produce enough units to begin with why create more demand?

  9. I agree with Jaakko, just because you guys think apple advertising should copy MS, HP and Dell doesn’t mean anything. I believe apple is different and markets itself differently. And why do you think apple is not doing a good job I bought stock just before os x was introduced and have been very happy.

  10. Magic word: did As in did anyone else notice that The price Is Right has been giving away iMacs lately? Saw it yesterday, and once before. They didn’t even say it was an iMac, or an Apple computer, just showed it and asked for bids. Most bid under $600 (!). The one that won bid $1100 I think.

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