“Apple has been doing a great job at advertising in clever ways, but when it comes time to actually show the benefits that come with using their products in these advertisements, they fall flat on their face. Most of us have more than a casual understanding of Apple’s products, and we at least know what they can and cannot do. With that said, not everyone has the luxury of that knowledge, and some people are as clueless as can be,” Brandon Watts writes for OSWeekly. “They know they can use the computers to get on the Internet, but that’s about where it ends for them.”
Watts writes, “Many pundits have repeatedly said that Apple could increase their market share dramatically if they would just show off the true products instead of just focusing on the associated glitz and glamor.”
“They have a huge opportunity with Leopard still being new to the market to highlight some of the specific features of the OS. Stacks, Spaces, Time Machine, Dashboard, the new Finder with Cover Flow, and even Spotlight would all provide great material for a collection of simple television ads. All they would have to do is show the features being used, throw in some overview narration, a simple soundtrack, and that’s about it. There’s your next campaign, Apple,” Watts writes.
“OS X is too good to not be promoted in the right way, and I know these demonstration ad ideas go against everything that Apple has been doing on television lately, but I think it’s about time for them to see the light of day,” Watts writes.
Full article here.
MacDailyNews Take: For years and years, we, and many others, have been advocating that Apple should just show the damn OS on TV. One would think that Mac OS X Tiger vs. Windows XP would have the most striking to the clueless masses (almost all of whom, of course, are on Windows, if they have a computer at all), but Leopard’s features, taken one at a time, could be explained well enough in 30-seconds to make an impact. Or so it seems to those of us who know what we’re looking at. After all of this time, we can only assume that Apple and their ad agency have conducted numerous survey’s and found that what seems to us to be the best course (show the OS) is, in fact, not an effective course of action.
Perhaps to clueless computer users, such ads would be meaningless. We’re not in the target cannot accurately assess, but we imagine the possibility that seeing Leopard’s Stacks, Spaces, and Time Machine in action might mean nothing to those who think the Internet is the Big Blue “e.” The question then is, how many Windows users are there who would understand what they’re seeing if they were shown Leopard in action in TV ads?
Showing Mac OS X Leopard in action in TV ads to those Windows users who have a bit more knowledge and who are clearly not enamored of Vista might have a positive impact for Apple. We base this on the reactions we get on planes, etc. when the random Dell-toting seatmates next to us are shown Mac OS X in action. How significant of an impact is the question. Is it worth the cost of a multi-ad national TV ad campaign? By now, we have to conclude that Apple’s research must say no, it’s not worth doing.