“You’ve probably seen those commercials with the cool young guy standing next to the hopelessly nerdy old guy chatting about some way that Apple computers are just soooooo much better than PCs that run Windows,” Tony Briggs writes for The Daytona Beach News-Journal.
“This has been the mantra of the Apple cult for going on 20 years now: ‘We are smart and sophisticated and everyone else, especially those who use computers running Windows, are complete dopes.’ And perhaps even more important — ‘They cannot hope to be as cool as we are,'” Briggs writes.
“One would think that Apple would learn this is not the best way to win over Windows users. That’s pretty clear, since about 95 percent of the world still uses PCs running Windows and only 5 percent use Macs. But Apple thinks different, I guess,” Briggs writes. “Here’s a tip for Steve Jobs and company: Insulting the people you are trying to sell to probably isn’t the best strategy.”
Briggs writes, “The truth seems to be that the folks at Apple just can’t help themselves. That smug air of superiority has been part of their culture for so long, it’s built into their DNA now.”
“The irony of all this is that one of the big selling points for Apple PCs now is that they can run the dreaded Windows operating system. I still don’t get the point of that,” Briggs writes.
Full article here.
MacDailyNews Take: First of all, Apple Mac users are smarter than Windows users (See Those who surf the Web using a Mac tend to be better educated and make more money than their PC-using counterparts, according to a report from Nielsen/NetRatings.) Most Mac users have Windows experience (forced to suffer it at work and school) and have therefore made an informed choice while most Windows users have little or, most likely, no experience with the Mac. A “choice” made from ignorance is no choice. Using an insecure 5-year-old OS and waiting for a bad copy of Apple’s 5-year-old OS when the secure Apple Mac continually pushes ahead, leading by years, doesn’t strike us as smart.
Exactly how is Apple supposed to tell Windows user that the Mac is a better choice without offending them? The basic point is that most Windows users would be far better off with a Mac. Sorry to offend, but that’s a fact. No insult intended. Get a Mac and you’ll see it, too.
Macs run Windows so that Apple can get people to finally sample Mac OS X. As usual, the Mac will do the rest of the job itself as people realize they are booting into Windows less and less. Its an “embrace first, then extinguish” strategy. Since Mac market share and unit sales are growing, it’s difficult to say that Apple’s “Get a Mac” campaign isn’t working.
Throw in the Mac’s ability to run all the Windows, Linux and Mac software in the world, the very competitive prices of today’s critically-acclaimed Macs, Apple’s growing legion of retail stores, the iPod halo, the glowing reviews of Mac OS X and Mac-only software like iLife plus the critical pans of Windows Vista, and Windows’ constant security woes and the Mac’s iron-clad security, and you’ll see why Apple Mac is ascendent.
Related articles:
More evidence that Mac users are smarter than Windows users – July 16, 2004
Pirillo: Microsoft’s Windows Vista will double Apple’s market share – October 13, 2006
What if Microsoft held a Windows Vista party and nobody came? – October 13, 2006
CNET: Microsoft’s Windows Vista still not ready for prime time – October 12, 2006
Thurrott: ‘You don’t need Windows Vista’ – October 11, 2006
Microsoft’s Windows Vista spyware may prompt users to upgrade to Apple Mac – October 09, 2006
Windows Vista gaming will be 10-15 percent slower than XP – October 09, 2006
Analyst: Microsoft’s new activation scheme will give users another reason not to upgrade to Vista – October 05, 2006
IT Managers: Do you need Windows Vista or should you ‘Get a Mac?” – September 11, 2006
Infoworld: Microsoft’s WIndows Vista not so revolutionary after all – September 11, 2006
Pirillo: Windows Vista RC1 disappointing, schizophrenic, disordered, inconsistent, and sad – September 07, 2006
Key Microsoft exec exits as clock ticks down on oft-delayed, much pared-down Windows Vista release – September 06, 2006
$399 for Windows Vista Ultimate?! (Hint: Get a Mac) – August 29, 2006
Development approaches of Mac OS X Leopard vs. Windows Vista yield very different results – August 15, 2006
Analyst: Apple’s new Mac OS X Leopard sets new bar, leaves Microsoft’s Vista in the dust – August 08, 2006
Symantec researcher: At this time, there are no file-infecting viruses that can infect Mac OS X – July 13, 2006
Sophos: Apple Mac OS X’s security record unscathed; Windows Vista malware just a matter of time – July 07, 2006
Computerworld: Microsoft Windows Vista a distant second-best to Apple Mac OS X – June 02, 2006
Computerworld: Apple’s Mac OS X Leopard’s ‘Time Machine’ is truly remarkable – October 05, 2006
InfoWorld’s Yager: Apple will take computing to the next level with Mac OS X 10.5 Leopard – September 06, 2006
Apple’s Mac OS X Leopard is 64-bit done right, unlike Microsoft’s Windows Vista kludge – August 14, 2006
Mac OS X Leopard sneak peek highlights – August 09, 2006
Analyst: Apple’s new Mac OS X Leopard sets new bar, leaves Microsoft’s Vista in the dust – August 08, 2006
Inside Apple Mac OS X Leopard’s ‘Spaces’ – August 07, 2006
Take a ride in Apple Mac OS X Leopard’s ‘Time Machine’ – August 07, 2006
Apple previews Mac OS X Leopard featuring Time Machine, Spaces, enhanced Mail & iChat, and more – August 07, 2006
Apple previews Mac OS X Server Leopard; to ship in spring 2007 – August 07, 2006
I’m still shocked that people continue to use the 95/5 market share numbers. As far as I know, the consumer vs. business marketshares have never been separated, so a huge chunk of the windows share is corporate boxes right? That would mean windows gets a double count, one pc for someone at work, and one at home. Macs generally don’t get that benefit because of the windows stranglehold on corporate IT folks.
I’ve no idea whether the ads are any good at shifting Macs, but boy are they smug.
KP: “Now, when it comes down to it it’s not easy to sell computers via television commercials but I would think 30 seconds of OS X in action would be more effective then [sic] some bad sketch comedy…”
I love it when people spout this tired mantra. The problem, KP, is that APPLE ALREADY TRIED THIS APPROACH!
There are numerous examples of them attempting this very type of campaign. Look here for several variations on a theme:
http://www.esm.psu.edu/Faculty/Gray/old-apple-ads.html
Or better yet, I’ll save you some time. Go straight to, say, THIS one:
http://pulsar.esm.psu.edu/Faculty/Gray/graphics/movies/macvsordinarypc.mov
And don’t go trying to tell me that now that Jobs has returned, well, things would be somehow “different”. That, in some significant way, such a campaign would now be “successful”. Bullsh-t.
It wouldn’t be successful because it was never successful before. The attention span of the average American simply won’t permit such a tactic to work. Instead, you need something to KEEP their asses in the seats when the commercials start to roll, and something that ALSO keeps their fat fingers from surfing during the breaks. And the way you do that is with either FLASH (iPod ads) or with SATIRE & HUMOR (Get a Mac ads).
Don’t underestimate Apple. The very fact that some people are “annoyed” with the Get a Mac ads is proof that, at the very least, people know they’re there.
Awww, the truth hurts, doesn’t it. Other than games, the only reason the PC has more “applications” than Mac is because those applications are in the form of malware. End of F$#$@ing story!
My daughter revealed a conversation between herself and a friend when discussing making music on their respective computers (they’re both musicians). The friend uses Windows and claimed she didn’t like Macs. Has she ever used a Mac, I asked – to which the reply was ‘no’.
This seems atypical response from some entrenched Windows users against sampling the Macintosh experience. How can you possibly criticise the Macintosh platform if you haven’t tried it?
My experience is that places such as PC World here in the UK consign their Apple products to the back of the store, unplugged, and without Mac savvy staff at hand. When I finally got my Windows user brother into the store, because they couldn’t find the ‘recovery disk’ they wouldn’t sell him the Macintosh on display. Rather than get a replacement copy of OSX from Apple, they were going to throw the computer in the dumpster. Instead, I got him to spend several thousand at the Apple Store. He hasn’t regretted the change. There’s nothing he can’t do on his Mac compared to Windows.
Perhaps Apple needs to proactively promote ‘roadshow’ type events, populated by knowledgeable Mac users, to show potential Windows migrants the unique selling proposition of the Macintosh platform. They shouldn’t rely on Apple Centres alone in spreading the word.
Now, if you want to read an article by someone with intelligence (refreshing change), read this recent article on the exact same topic…
http://www.macobserver.com/columns/hiddendimensions/2006/10/16.1.shtml
[MDN: It’d make a good post!]
Take a pill Tony.
Even if Windows users are insulted they aren’t the ones that is going to be the long term future for Apple. It’s the high school kids that are graduating, it’s the college kids, all of them need a new computer, they want one that is cool and works. They’re not all computer geeks that can put together a box themselves. They want something that does what they want to do, burn dvds, web cam, play with photos, manage and listen to music, watch movies. They don’t want to deal with viruses or updating security software.
The boomers and Xers in the windows world will not always be the dominant consumer force. Teens and college students has sizable buying power too, even if the money comes from the parents.
The Mac guy could’ve been WAY more smug. He’s holding back his smugness, bigtime. He wants to shout, “PC, you fscking goofball, why do you torture yourself.” But he doesn’t.
Part of me wishes he would just bitch-slap some sense into the PC.
They do work (at least helped)and I know…I’m gonna be a switcher!!
The average PC user, which comprises the vast majority of computer users, couldn’t care less about Mac. In fact, most of them do not even know Macs exist. All they know is that if they want a new computer they can go to a big box retailer and buy one complete for less than $500.
To anaknipedro,
BINGO. Right on. THe ads are fun, informative, and make a point. I agree that you will not convince most PC geeks to change. They love fixing their software / hardware. And if you insult them, well they were not going to buy or suggest a Mac anyway.
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If you want an education, go to a few PC / windows tech sites and read the articles but mostly the comments. EVERYTHING is techo – geek. “My 1.1 Ghz computer is better than your 1.0 Ghz computer cause its faster” or has a better graphics card etc. These people never talk about getting their work done quicker or easier or having an easy time using the system.
JMHO
We will find out Wednesday if the commercials are working when Apple publishes it quarterly financial report.
They don’t work?
Who the hell broke them?
These ads are just plain stupid. Show the damn products and enouph of the stupid ass Mac kid. OMG if I see another one of these unkempt Mac guy ads I swear I will look at other computing options. I am starting to really hate what Apple is doing.
Oxymoron -> Daytona Beach News-Journal.
Gee, I don’t find the Mac guy smug at all. He seems pretty friendly and honestly questoning. Not judgemental, condescending, or smug. Hodgeman is great, though. But “old”?… I get the feeling Tony Briggs is feeling helplessly nerdy and old and is projecting a bit.
Those Commercials are Funny. I have used both Pcs and Mac. These kinds of comedy make people Laugh. And Not offend people ok.
Both operating Systems are Good. Its just that One has Viruses and Spyware and less secure thats why it gets spyware and one Dont have viruses or spyware. Plus what do you expect from new users. Because they dont alot about Pcs. I heard 93% people call technicians just to remove spyware, virus or ask what is a virus to technicians. And 7% people call because there having issues with hardware issues.
I cant believe these people why cant they remove themselves by free programs like avg anti-virus or Ad-Aware, Spybot spyware programs. Oh well But there both good still including Linux. Bye
ZachCube, then you’ll love the recent one with Mac dressed smartly in a business suit…!
This thread just goes to show how subjective advertising is. Personally, I’ve never found the Mac character to be smug. In fact, he goes out of his way to pump up the PC’s self esteem. Watch them again, the Mac is never pointing out that the PC sucks, the PC does that himself. That this writer was so offended by the ads says more about him than it does about the ads.
Regardless, the proof is in the pudding. We’ll see how sales were this past quarter, and only then will we know if they were successful. There’s a common saying that an ad is a success if it gets people talking and they remember it. That’s not true. An ad is successful if, and only if, it accomplishes the company’s goal, which is, usually, generating sales.
ZachCube – you would change to a less-able computing system just because you don’t like the Apple ads? That is crazy! There is an old saying about “cutting off the nose to spite the face”. It ain’t a good idea.
To Bruce,
Thanks, when you said “They want something that does what they want to do, burn dvds, web cam, play with photos, manage and listen to music, watch movies. They don’t want to deal with viruses or updating security software.” you brought to mind the other half of the commercial issue.
Has anyone seen the HP commercials? I think that they are so much worse than the Apple commercials and so much more effective for selling to the “cheap computer” crowd.
Why do I dislike them? Hey, need a computer? Just buy HP and wave your hands like this and everything works. Photos, movies, files, all will flow seemlessly to where ever, however you want them to. NO BRAINS required. Just wave your hands. My friend bought one. What a piece of crap. You were not even allowed to empty the trash with out performing a 9 step effort (and that effort was hidden in the help files).
Hey they can surf the web, do e-mail, and write letters, what more is there?? LOL
Anyway, just my 2 cents worth and thanks Bruce.
N.
Think Different…something PC users in general fail to do.
Do the ads work? Who cares. But they have obviously worked well enough to get people’s attention; which is what an ad is supposed to do. Heck if the ads didn’t “work,” nobody would be talking about them.
Further, no ad, by any company, will get you to ‘buy’ their product. It may however get you to consider it, if you are in the market.
These ads have worked.
Tony Briggs thinks he knows more than Steve Jobs. Here’s a tip Tony: You don’t.
Also, saying that the ads don’t work is a pretty bold statement to make just before earnings announcements. Good ol’ Tony might find out that the ads have, in fact, been working rather well.
I don’t see how you can insult the “intelligence” of people who have so little of it to begin with?
MDN is right. A choice made through ignorance is no choice at all.