Apple
Is it just me, or does Apple come across as a smug, self-satisfied little twat in its recent series of ads?
It’s funny when massive corporations latch onto the ‘latest thing’ without really doing their homework - in this case someone has been told about Mitchell and Webb. What Apple/Apple’s Agency seem to have overlooked is that people generally don’t like the scrawny, arrogant, ginger git as much as they like the pointy nosed, chubby, loveable one.
The PC.
I have an Apple and I’d personally love to see PC tell Apple to “Fuck off”, and twat him with his BMX.
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Couldn’t agreed more - they are bad ads.
They are fantastically bad ads from the perspective of existing/experienced computer users. Apple, from the “Switch” campaign onward, have apparently been trying to woo the average non-techy type by pitting the youthful, flashy, creative Mac against the boring, drab, office PC. The problem is that it just doesn’t match up with the reality. Mac users who have long contended that the only reason you should buy a PC is to “waste their time on childish games” have suddenly had the rug swept from under their feet. People will buy a Mac for its entertainment value, only to find that they’ve bought a productivity machine that’s really great for planning appointments and making promotional movies/video blogs, whilst their Dell* friends are playing the latest games and
* Seriously - that’s all PC means in the adverts. Despite the sneers at “Windows” and “Vista”
They are fantastically bad ads from the perspective of existing/experienced computer users. Apple, from the “Switch” campaign onward, have apparently been trying to woo the average non-techy type by pitting the youthful, flashy, creative Mac against the boring, drab, office PC.
The problem is that it just doesn’t match up with the reality. Mac users who have long contended that the only reason you should buy a PC is to “waste their time on childish games” have suddenly had the rug swept out from under their feet by an Apple that insists that they are the frivolous ones. People will buy a Mac for its entertainment value, only to find that they’ve bought a productivity machine that’s really great for planning appointments and making promotional movies/video blogs, whilst their Dell* friends are playing the latest games and copying/sharing music and movies with no iTunes/Front Row Big Brother peering over their shoulder. Worse, Apple now seems to be targeting their software towards the clueless market too, dumbing down their industry-standard software to get more sales. Witness iMovie ‘08, with less power than Windows Movie Maker. And it’s still not going to help, because OS X is not as user-friendly as Apple would like you to believe (generally more command-lining, bizarre lack of ease-of-use features such as contextual menus and integrated desktop scaling).
If I were in Steve Jobs’ shoes, I would be pitching the Mac as the trendy professional, with the PC being the scruffy type who lives in his mother’s basement and plays World Of Warcraft all day. But hey, what do I know about marketing?
* Seriously - that’s all “PC” means in the adverts. Windows (including the much-maligned Vista) is software that can be bought and run on Macs. Intel is now the hardware Macs are running on. The “PC vs. Mac” adverts are nothing more than an all-out assault on hardware companies that don’t pay Apple to use their DRM chips. And people call Microsoft the evil empire…