"I'm a Mac" no longer; Apple shifts its advertising strategy

After a long and successful run of advertising the Mac and Justin Long, the "I'm a Mac", Apple marketing series has been discontinued, according to Mac Rumors. The long-running campaign featured various conversations between a "Mac" and a "PC" in which the PC consistently came under passive-aggressive attack from the Mac, eventually pointing out that the flaws inherent in PCs don't exist in Macs. Many were upset by this oft-debatable Windows brow-beating by Apple, and Microsoft eventually launched their own "I'm a PC" ad campaign to answer Apple's challenges. 

It now seems that Apple wants to take the high road. Their new ad campaign, "Why you'll love your Mac" doesn't revert to PC-bashing to make is point. It stays away (mostly) from comparisons to other hardware/software platforms and sells you a Mac because, well, it's a Mac. The main points of the ad campaign are:

  • It's designed to be a better computer 
  • It comes with software you'll love to use 
  • It comes with the world's most advanced OS 
  • It comes with award-winning support 
  • It runs Office and works with your existing PC files 
  • It's compatible with your stuff 
  • It doesn't get PC viruses 
  • It's loaded with the latest technology 
  • It runs Windows and Windows applications

It's a decidedly more peaceful selling tactic, and while it will still rile up the PC fans simply because it's Apple, many, like Paul Thurott of WinSuperSite.com, are welcoming the change. Although he believes that the sudden shift in direction is directly related to Microsoft's successful release of Windows 7 to critical acclaim (the fact that the last "I'm a Mac" ad aired in the same month as the release of Windows 7 notwithstanding), he still likes the tactic, and is glad that Apple is deciding to sell their products to the public as 'good products' and not just as 'products that are better than PCs'. 

Image courtesy of Stormfront.co.uk

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Destructoid said,

*sigh*

OS X launched in 2002. You've not used a Mac since 1999, so you really have no frame of reference upon which to base an opinion, other than screenshots and the statements of others. So my point is valid. It's not -better- that Windows, it's -different- than Windows, and is different in such a way that I -prefer- using it to Windows. I come from a *nix background, so it makes more sense to me, from a fundamental point of view. I'm not sure why a concept such as 'preference' is lost on so many. So in answer to your question, it's "so good" because *I* like it, and prefer using it to Windows. Good enough?

i think it's great that you can admit that.

apple marketing and mac user culture tends to be telling windows users that mac and OSX is better and that ehy should switch.

like back before apple started using intel when intel hardware was bad because it wasn't made by apple, but now that apple uses it it's good!

I may sound a little weird... but using the terminal so many times to do what I wanted in a mac... may as well MSDOS could be better

(Don't take this too personal guys... bitte ^^)

Arceles said,
I may sound a little weird... but using the terminal so many times to do what I wanted in a mac... may as well MSDOS could be better

(Don't take this too personal guys... bitte ^^)

Windows Powershell Ships with Windows Vista/7 professional/ultimate. I believe you can download it from MS' website too.

Destructoid said,
So, basically this thread on here is a deluge of borderline-illiterate, clueless Windows fanboys essentially throwing a foot-stomping tantrum, interspersed with the occasional valid point, countered by a handful of Mac fans trying in vain to get their point across.

Why bother?

Honestly, of course they changed the strategy; Microsoft isn't the enemy anymore. Anyone not seeing how cuddly the two of them have become of late is deluding themselves. It'll take both of them to combat the storm of low-priced crap flowing up from the stormdrains at Google.


MS has owned apple for years. it hasn't stopped apple from making anti windows ads in the past.

and i see a fair amount of mac fanboys desperately trying to "prove" that macs are better in every mac related news post on this site.

treemonster said,

MS has owned apple for years. it hasn't stopped apple from making anti windows ads in the past.

and i see a fair amount of mac fanboys desperately trying to "prove" that macs are better in every mac related news post on this site.

So, Apple fans talking about how good Apple products are in Apple-related news threads deeply offends you? To the point where you feel the compulsion to defend the good name of Microsoft? A rational person doesn't generally go searching for things with which to become offended...yet here you are. Apple changed their ads from the ones that had you all frothing at the mouth, and still, here you guys are, frothing at the mouth. It's called marketing, but I guess it's a difficult concept for some.

Edited by mantis-, May 23 2010, 2:26am :

Destructoid said,

Apple changed their ads from the ones that had you all frothing at the mouth, and still, here you guys are, frothing at the mouth. It's called marketing, but I guess it's a difficult concept for some.

"See, guys, we're not doing any false advertising. We just stopped a second ago. Now love us! (Until we decide to do that again)"

Cmon let's be realistic...
If you know what you're doing windows 7 is as secure as mac os x, how many guys run windows without having a proper firewall, antivirus, the system up to date, browser, disable useless services, sandboxing, know what you downloading... Mac os x and linux supplies some of these things when you install the OS, whereas in windows you have to search for software. Use whatever you want, every OS has its problems. Hackers, crackers focus more on windows given that it is the OS which has the most users.
I am a windows user and I have no regrets. I use comodo firewall, avira antivir, sandboxie, firefox along with some useful addons, peerblock, spybot - search & destroy and malware-bytes. The system is fast and reliable.

HarGod- said,
Cmon let's be realistic...
If you know what you're doing windows 7 is as secure as mac os x, how many guys run windows without having a proper firewall, antivirus, the system up to date, browser, disable useless services, sandboxing, know what you downloading... Mac os x and linux supplies some of these things when you install the OS, whereas in windows you have to search for software. Use whatever you want, every OS has its problems. Hackers, crackers focus more on windows given that it is the OS which has the most users.
I am a windows user and I have no regrets. I use comodo firewall, avira antivir, sandboxie, firefox along with some useful addons, peerblock, spybot - search & destroy and malware-bytes. The system is fast and reliable.

So, you have bought and installed Win7 which is unsecure out-of-the-box, unlike MacOSX or Linux, and you add 10 security applications (you forgot to add an anti-keylogger, anti-rootkit, anti-botnet...) and which you have to monitor daily for updates/upgrades/new releases (a security app which is not up to date by the minute is not worth a dime) and now, you feel secure. Wrong, as there are 70,000 new viruses and other malwares written every day for Win OS added to more than a million out there, compared to about 100 known for OSX and much less than that known for Linux.

Edited by ilev, May 24 2010, 6:26am :

We had those kind of guys in our school.
They weren't very strong or clever, but they were arrogant morons. They used to tease and bully everyone. And, when someone got mad, these bullies pretended to be holy saints unaware of why everyone hates them or even tries to beat.

RealFduch said,
We had those kind of guys in our school.
They weren't very strong or clever, but they were arrogant morons. They used to tease and bully everyone. And, when someone got mad, these bullies pretended to be holy saints unaware of why everyone hates them or even tries to beat.

So Apple is bullying Microsoft. LOL...ok.

RealFduch said,
We had those kind of guys in our school.
They weren't very strong or clever, but they were arrogant morons. They used to tease and bully everyone. And, when someone got mad, these bullies pretended to be holy saints unaware of why everyone hates them or even tries to beat.

Did I miss something? What in the world are you talking about?

RealFduch said,
We had those kind of guys in our school.
They weren't very strong or clever, but they were arrogant morons. They used to tease and bully everyone. And, when someone got mad, these bullies pretended to be holy saints unaware of why everyone hates them or even tries to beat.

Yeah... BOO to you Microsoft! lol

As a Windows user for about 12 years and a Mac user for about 5 years... I have to say that I prefer Mac.
Also, I work as a computer technician at a large IT retailer, and with most problems being Windows computer related - that's the reason for my preference.

Reason(s) being:

* Most computer end-users are classified as "basic users"... when they buy a new Windows computer (laptop or desktop) they usually have to fork out extra money for us to transfer their emails and personal files, and telling them to simply transfer the info from the old computer to the new one, usually has them giving you a bewildered stare; plus the Windows Files and Settings Transfer Wizard is usually problematic when transferring from an older version of the Windows OS to a newer one.
On the other hand, when you purchase a new Mac computer, during the initial account creation process you will be asked whether you would like to transfer your info and settings from a previous Mac computer, and this would be as simple as tethering your two Macs via a Firewire (400/800) cable.

* When trying to find free software (freeware) online for Windows, you risk compromising your computer's security whilst wading through the vast numbers of infected/scamware programs. For a basic end-user this is very difficult, as they wouldn't know where to look.
On the other hand, most of the freeware apps for Mac are trust-worthy.

* Some users claiming that they have been running a Windows OS without virus/threat protection software for years, are blatantly lying, why would computer manufacturers find it necessary to "push" this software on new Windows computers... not to mention the difficulties these anti-virus programs cause when you try to uninstall them (i.e. Norton, McAfee, etc). The threat to Windows has even caused some users to even go as far as to have multiple virus/threat protection software programs, rendering their computers vulnerable to the very threats they sought to protect them from. I myself have tango-ed with a virus infection on my Windows computer in the past, but since recently using Kaspersky IS for Windows I must admit to not having any of those issues.
On the other hand, in the past decade that I have been taking note, Mac OS has never had a virus infection problem, and even though some analysts now try to tarnish the Mac reputation - I believe the Mac OS is still close to being 100% secure as it will ever be. This having been said, I do use Kaspersky for Mac, for the sake of my fellow Windows OS users (i.e. when sharing files, etc)...

* Microsoft has received so much bad press regarding Windows Vista, and I can attest to that, as I had to find solutions to a few Vista related errors/problems. But, now with Windows 7 I must admit that they have come leaps and bounds, and I found (after using the Windows 7 RC1) it more stable and powerful when compared to Vista, so kudos to them. However, the computer manufacturers now shove Windows 7 64-bit onto most of their products (as the choice to choose between 32-bit and 64-bit is only given when purchasing the retail version of the Windows 7 OS, i.e. the disc), thus now end-users have the problem of programs and hardware not working as software manufacturers still have to release 64-bit compatible versions of software and drivers.
On the other hand, Apple has never had this problem, and as the proverbial "cherry on top" they allow for the user to switch between 32-bit or 64-bit modes of Snow Leopard (Mac OS X 10.6) by simply holding down either the 3 and 2 keys for 32-bit, or the 6 and 4 keys for 64-bit, when powering ON their Mac. Ease of use...

* Last but not least, the amount of Windows computers that comes in for technical repairs regarding "freezing while starting up", and the ever popular "blue-screen-of-death", is overwhelming... some of the times it is caused by Microsoft's own Windows Updates.
On the other hand, the Mac OS only occasionally get the "greyed-out screen" prompting users to restart, but 99% of the time you are returned to your Mac desktop, even receiving a log of the error that had occurred.

So this was my argument to many who are/were trying to "diss" Mac... my final message to you is "think before you ink (i.e. type)"!

Regards
SalJac

saljac said,

<To everything you have said so far..>

Regards
SalJac

Take Care!!!
Good Luck!!!
Ok!!!

Edited by Nicholas P., May 24 2010, 3:26pm :

Nicholas P. said,

Take Care!!!
Good Luck!!!
Ok!!!

Seriously, if you didn't understand some (or ALL) of the things I was explaining, please let me know - no one will judge you... dyslexia is not a crime! 8-(

Edited by saljac, May 24 2010, 6:52pm :

saljac said,
"think before you ink (i.e. type)"!

As a stylus-wielding tablet-PC owner, I take issue with your definition.


/the rest of your post lost a lot of credibility with the BSoD reference--it's the OS Godwin you know
//imagine if I ran around criticizing macs and rambling on and on and on about kernel panics

Edited by Joshie, May 24 2010, 6:27pm :

Joshie said,

As a stylus-wielding tablet-PC owner, I take issue with your definition.


/the rest of your post lost a lot of credibility with the BSoD reference--it's the OS Godwin you know
//imagine if I ran around criticizing macs and rambling on and on and on about kernel panics

Hi Joshie

My apologies for not taking "Tablet PC" owners into consideration...

My credibility I believe is still intact, as I have mentioned that I "still in fact" own a computer with the Windows OS on it - however, my original comment is merely there to state my preference for Mac OS.

Also, the last point where I mention BSoD was not a complete criticism, as I pointed out the opposing - yet minor - Mac OS flaw (i.e. "greyed-out screen").

Look this is the way i see it with Macs and PCs

I'm a PC. I don't want to switch to a mac because if there's anything Ive learned in English is that Apple is in there little own Chrysaild they only want there ideas and nothing else there the lone wolves of technology. They want perfection for every product they release and when ever you want utopia you always come up with dystopia. Its like the whole jobs break down in the 80s-90s all over again soon. Apple are such hypocrites that there big mouths are going to get them in **** with HTC, Adobe etc. I love it how the criticize adobe on flash and then they make their own flash like player... Microsoft is like a greek dance they start off slow but then move faster and faster.

Slagging off the competition, especially when half of it isn't true, is never a good way to advertise.
This new campaign sounds a lot more sensible.

Oh Excuse me APPLE but I can sue you due to the following reasons:

> It comes with the world's most advanced OS - Please define advanced OS
> It comes with award-winning support - Personally I am deeply disappointed with your support (UK).
> It's compatible with your stuff - Not anymore.
> It's loaded with the latest technology - Holy really?
> It runs Windows and Windows applications - You make me laugh^^

Nicholas P. said,
Oh Excuse me APPLE but I can sue you due to the following reasons:

> It comes with the world's most advanced OS - Please define advanced OS
> It comes with award-winning support - Personally I am deeply disappointed with your support (UK).
> It's compatible with your stuff - Not anymore.
> It's loaded with the latest technology - Holy really?
> It runs Windows and Windows applications - You make me laugh^^

<To what you've said above...>

Take care!!!
Good luck!!!
OK!!!

Nicholas P. said,
Cheers m8.
See? It's never too late.

Nice rhyming couplet... :-)

My apologies if I insulted you in anyway, I'm very pleased that you agree with me - that Mac OS is superior!

Cheers dude.
See? No need to be so rude. :-)

Funny stuff going on here. PC and Macs have pros and cons. Obvious in advertising the pros are highlighted and inflated. Take deep breath and ... relax!

Apple can claim that Macs come with the "world's most advanced operating system" all they want but I have yet to see one ship with Windows 7.

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