[Mac Forum] New Apple Ads

[Matrix XII]

The ads are full of 'glitches' that date back to 1995. Anything current, like UAC, is overblown, and totally fails to mention the same system exists on a Mac.

Imagine that; an ad about what they're selling, instead of an ad laughing at the other guy. :o We'd better hope Apple never gets wind of that, they might do it.

The little guy always runs ads that mention the big guy; Pepsi's campaigns were forever comparing themselves to Coke, while Coke's ads were about Coke being great. Burger King's ads were about the Big King (ripoff a little?), while McDonald's ads were about their food and charities. And Apple can't seem to come up with a real reason to buy a Mac (at least in their ads), and so they spend their time telling you why you shouldn't buy a PC. It's not so much scary that they do this, but that they want for a customer anyone who bought a Mac because of the ads.

That's great; the site doesn't work in Fx or IE6.

http://www.apple.com/getamac/ads

I agree with that post.

When I see Apple's ads I just think about how hard they are trying to be cool, and all they want to be is Microsoft; the undisputed ruler of the technological world.

[markwolfe Veteran]

...

Nail in coffin.

Funny, that. It seems that the plan isn't working.

2006

2007

2008

Is Apple poised to 'take over the world'? Not by a long shot (and as I have said before, I wouldn't want Apple to be in the 90%+ marketshare position). Is Linux? :laugh: I am happy using it just as it is. That's a good thing, since I don't see it taking 10% market for... umm.. a long time. :p

But Microsoft is crushing Apple? No way. They need to advertise a bit more aggressively (but not so much to put them in the same hyper-agressive way as Apple is doing, since a 90% marketshare leader doing that would look like a bully). Just a bit more "oompf!" than the "Our Passion" commercials (which stick in the head, but don't convey a lot of enthusiasm, if you ask me).

[Chicane-UK Veteran]

I enjoy taking part in discussions about Mac products but the adverts I just hate more and more with each passing month. These new ones are no exception.

Apple - Stop telling us why Microsoft (apparently) suck. Tell us why YOU are good, and why your products are great. I wanna see a 'This is Leopard' and 'It has this and this great feature' - not 'Calming teas for Microsoft induced stress'.

How hard can it be to understand? The adverts are bad enough but the patronising 'toy town' sort of music on the background grates even worse.

[Cara Veteran]

What I'm hearing is that Apple may be starting another Marketing Campaign to push towards Business and Enterprise users shortly, so its possible you will start to see...

Mac/PC - Consumer

This is Mac - Business Enterprise

iPod/ITMS - Consumer

iPhone - All Markets

Wow, that really is a lot of advertising campaigns to be running...

I am really glad this thread is managing to go as smoothly as it is, I can respect most of the viewpoints put forth here and appreciate that (most) are bringing them to the table in a rational way! :) Keep it up!

[AzureChronicle]

I'm going to already admit that I skipped a few pages, but I did begin reading this thread last night.

The one ad that sticks out in my mind as memorable is the PC vs Mac with the two men standing side by side stating their differences. (And old vs young/trendy, it seems) It still made the point of 'Apple is better' and this is why. I also remember the MacBook Air commercials clearly, but that may be because of the popularity it caused inside the house from other people.

[1759]

Funny, that. It seems that the plan isn't working.

2008

Is Apple poised to 'take over the world'? Not by a long shot (and as I have said before, I wouldn't want Apple to be in the 90%+ marketshare position). Is Linux? :laugh: I am happy using it just as it is. That's a good thing, since I don't see it taking 10% market for... umm.. a long time. :p

But Microsoft is crushing Apple? No way. They need to advertise a bit more aggressively (but not so much to put them in the same hyper-agressive way as Apple is doing, since a 90% marketshare leader doing that would look like a bully). Just a bit more "oompf!" than the "Our Passion" commercials (which stick in the head, but don't convey a lot of enthusiasm, if you ask me).

In another year, the iPhone OS will outrank Linux. :p But Linux has always been a neverwas, and I run it on my laptop. User friendly it really isn't and unique Gnome and KDE are not, add Compiz, and I wonder who gets ripped of more, Microsoft or Apple?. Great for servers though.

I think OSX is the best OS currently available, quirks and all. Apple understands consumers (for the most part), and they can package good computers. The problem, is that they are slow to refresh, slow to disclose issues or bury their head in the sand for awhile, and the refusal to release an xMac. Oh, and I find Apple's designs bland. Remember when Apple made fun of beige boxes? That's I see Apple with nothing but aluminum and white (and the black tax MB). However, lately Apple's QC has been slipping, there's no denying that, they should clean up their stuff, first, before making a real stand against MS, especially in enterprise.

Vista isn't bad, but it still leaves a feeling of "5 years for this?" and it's faster than XP in some areas, like bootup for me on my desktop, but slower for disk transfers, and the folder view bug drives me nuts. Better networking and security, but MS uses wizards that have wizards, or buries other options. It's like they had the intent of making things simpler, but just wound up with just obfuscation of the real tasks. The end result: the dangers of designing things by teams of engineers.

[Everlong241]

Apple should focus more on why they are 'good' and not why the competition is 'bad'. Seems more like 'Bash Vista' rather than 'Get a Mac' ads.

[markwolfe Veteran]

... User friendly it really isn't and unique Gnome and KDE are not...

Ok, Yoda. :p

... add Compiz, and I wonder who gets ripped of more, Microsoft or Apple?.

I don't use compiz. I'm not a big fan of the eyecandy. And that is why I like my Linux - fluxbox replaces these Gnome/KDE interfaces that are heavier than I like, and tend to get in the way, in my opinion. Linux != "KDE". Linux != "Gnome".

But the rest of the stuff you said, like the overall user experience with OSX, I would have to agree with (only played a bit with OSX in a store, and on a loaner Macbook for about an hour). Vista is pretty good for most people - it has its issues (though some here on Neowin will roast me alive for saying that), but it a much better OS than XP is/was.

[Brandon Live Veteran]

Well, I ended up replacing the Macbook with a Sony Z series. Not just because of the ads, but as someone who mainly ran Windows on my Mac, they certainly were a turn-off.

Oh and guess what, my Z has a built-in webcam, like all the laptops I looked at. Funny how that ad makes it sound like only Apple does that. It's also got a 6 hour battery, and weighs only a few ounces more than the Air :) Let's not even talk about specs or performance...

[Cormier6083]

There is a new one called Off the Air.

It seemed less Vista bashing, more features, mainly the Genius Bar at your local Apple Store

[DavidM]

That "Genius" crap kills me, but I guess an ad actually promoting their product would be a very welcome change.

Cara mentioned they are tested and certified "Geniuses", does anybody have a copy of the exam? I'd like to see just how smart "Apple Geniuses" compared to a normal non-genius pc user like myself.

[Zygar]

I used to love the Get a Mac ads, now I can't stand them. All they do is bash Vista and over exaggerate the flaws. Sure that is considered marketing, but I believe it's completely unnecessary.

I'm pretty sure Apple would have better luck if they focused on the good points of their products, without having to attack the competitors. To me, it just seems like an act of desperation.

[Cormier6083]

That "Genius" crap kills me, but I guess an ad actually promoting their product would be a very welcome change.

Cara mentioned they are tested and certified "Geniuses", does anybody have a copy of the exam? I'd like to see just how smart "Apple Geniuses" compared to a normal non-genius pc user like myself.

I've hear it's quite difficult, and extensive knowledge of OS X and the machine are needed. You can work is the store if you can basically use OS X, but it's your life if you are a genius.

[.Ark]

I fail to see what Apple hopes to gain by all this, considering the lengths they've gone to allow Windows to run natively on their systems. At this point, I think these ads are less about gaining new customers, as they are about injecting a fresh dose of smug into existing Apple fans.

Good thing you bring that up.. They bitch about Vista in all of their ads and yet you go to their "Why you should buy a mac" kinda pages and they proudly state that FINALLY the hardware runs Windows lol.. kinda ironic that they are proud about being able to run a "crappy" OS on their machines now.

What I'm hearing is that Apple may be starting another Marketing Campaign to push towards Business and Enterprise users shortly, so its possible you will start to see...

Mac/PC - Consumer

This is Mac - Business Enterprise

iPod/ITMS - Consumer

iPhone - All Markets

Wow, that really is a lot of advertising campaigns to be running...

I am really glad this thread is managing to go as smoothly as it is, I can respect most of the viewpoints put forth here and appreciate that (most) are bringing them to the table in a rational way! :) Keep it up!

lol.. So they assume that a consumer is so retarded that they can't make the choice to get a Mac for what it is?

[ambiance]

The new Bean Counter ad is hilarious.

http://www.apple.com/getamac/ads/

[what]

The new Bean Counter ad is hilarious.

http://www.apple.com/getamac/ads/

haha :laugh:

[LTD]

The ads work, plain and simple.

They're recognizable by all, and even kinda cute. The PC guy and the Mac guy. We know them now. When we see the ads we think: "I wonder what kind of crazy things they'll be involved in this time." They're funny, they're quirky, even if just a little bit. Even less tech-minded (non-Neowinians) can recognize them, and I'm sure they can pull at least a little chuckle out of anyone. They're warm, they're memorable, they're simple, and the message is usually very direct and very bold. These ads take a very clear stand but do it playfully. The reasons for their success should be obvious. AND . . . we've got familiarity going on here as well. It's usually the same plain backdrop, the same two guys, but different twists each time. They play off one another. All very lighthearted. And the two actors aren't highly paid stars. Viewers can connect with them more easily.

I'm surprised so many of you don't seem to get it. All this talk of bashing and being mean to Microsoft. Boo hoo. In fact, I think they should dial it up a few notches and really pour on the heat. Business is business. You need to do what works.

[craybox]

The Bean Counter - LOL that made my day.

( and to think that I'm giving my Mac to someone in the office next week who needs it more than me and i'm getting a vista laptop !! double LOL at me !

[CentralDogma]

The Bean Counter was amusing, but I think it's a falure for Apple marketing-wise. Usually they try to sowcase were Macs are superior to PCs, this one just bashed Vista. Did they even mentions Macs in this ad? It seems like an ad for XP rather then Macs.

[LTD]

Am I the only one that understands why Microsoft does not put out these ads?

The companies, the big ones.. banks, hospitals and all other large institutions do not want or care to see the company they back act like a silly ****ing idiot like apple.

Also it appears that none of you have read "The Fountainhead". No comments = nothing to talk about. Microsoft is letting Apple look stupid, all on their own accord.

Microsoft sells software and Apple had to make sure that their hardware was compatible to sell more of the hardware to Microsoft's backers. Simple as that. Nail in coffin.

I no longer read Ayn Rand. But keep reading her. At least there's something to be learned there. And when you're done with her, you might want to try Noam Chomsky or Naomi Klein. Chomsky's a bit extreme in some cases, but he's one of the foremost intellectuals of our time. And I think he uses a Mac, too.

In any case, large institutions will use whatever is cheapest and runs their industry-specific software. Dells, HPs, generic PCs bought en masse fit the bill. Older copies of Windows and XP will do the job.

Hospital/bank image has very little relationship with the company that makes the OS they use, in terms of marketing. Apple's main target is the consumer market. And they're doing beautifully there. Their growth in that area has been quite impressive. Car makers have been bashing the competition in similar fashion for years. "more space than a BMW", "more torque than xyz", just fill in the blanks. It's business. But when they bash YOUR favourite pet brand, it's not so nice anymore, now is it? But business is business.

It most certainly isn't Apple's goal to serve the entire tech industry. A few percentage points more in marketshare means absolute boatloads in revenue and tons of exposure. And I really wouldn't want them to achieve dominant marketshare anyway. They're a premium brand.

Edited October 19, 2008 by LTD

[Cormier6083]

The new Bean Counter ad is hilarious.

http://www.apple.com/getamac/ads/

Lol :p

[LTD]

Lol :p

I just watched it for the first time. Laughed out loud. Very slick, lol.

[what]

The Bean Counter was amusing, but I think it's a falure for Apple marketing-wise. Usually they try to sowcase were Macs are superior to PCs, this one just bashed Vista. Did they even mentions Macs in this ad? It seems like an ad for XP rather then Macs.

They're attacking Microsoft's marketing strategy, just like Microsoft was attacking Apple's with their "I'm a PC" adverts.

[se7en.hu]

I got to be honest. Im really starting to get over these ads now...

In the beginning they were alright, but theres just too many of them now and its almost, well, going too far... :/

[MulletRobZ]

I got to be honest. Im really starting to get over these ads now...

In the beginning they were alright, but theres just too many of them now and its almost, well, going too far... :/

I agree. They've been out for almost three years already and it's time Apple focuses on a new marketing strategy.