Apple Advertises Tiger in Time Magazine

[MacRumors]

http://www.macrumors.com/images/macrumorsthreadlogo.gif (http://www.macrumors.com)

MacDailyNews reports (http://macdailynews.com/index.php/weblog/comments/5852/) that Apple is advertising Mac OS X 10.4 (Tiger) in Time Magazine.

The two page print ad shows two Apple Cinema Displays demonstrating Spotlight and Dashboard technologies.

Find Stuff: Mac OS X Tiger. The world's most advanced operating system now puts even more power at your fingertips. With new features like Spotlight, Mac OS X's amazing search technology that lets you instantly find anything on your Mac - documents, e-mails, contacts, bookmarks, images, even things inside PDF files.

Find Out Stuff: And Dashboard, a whole new world of timesaving widgets. Instead of having to visit multiple websites for things like weather forecasts, stock queries, business listings or airline flights, Dashboard brings it all to you instantly, then disappears instantly so you can go back to what you were doing. Just two of Tiger's more than 200 new features that will change how you use your computer.


There have been rumors that Apple would be organizing a Mac ad campaign in the near future, but rumors (http://www.macrumors.com/pages/2005/05/20050515222332.shtml) had hinted at switcher-themed ads rather than Mac OS X specific features. Its unclear if Mac OS X Tiger television ads will follow.

[Noiseboy]

I suppose it will be good to see Apple prominently displayed but I still don't want them to get big enough for virus writers to take notice.

[Fabio_gsilva]

Now we are talking! These are good news, nor that ************ about join forces with Intel!!
It's a shame that we won't see it here, in Brazil... That's the price we have pay! ;)
Huges!

[Hugh Jass]

I suppose it will be good to see Apple prominently displayed but I still don't want them to get big enough for virus writers to take notice.

Agreed. It's a delicate balance.

[ijimk]

GO Tiger !!!!!

Its pretty much my favorite OS ....

and now its in TIME! :D

[Porchland]

I suppose it will be good to see Apple prominently displayed but I still don't want them to get big enough for virus writers to take notice.

There's the rub. I think most of us in here that want to see the platform grow want to see it grow because we love Apple and want to see the company do well and see more people become "enlightened."

But the virus writers will come along with them.

I saw grow! No one ever changed the world trying not to get big enough to be noticed.

[johnbro23]

It's about time... no pun intended.

[rockthecasbah]

It's nice to see them advertise for something other than iPods, but Apple needs to focus more on getting their computers in the limelight rather than displays.... :)

[Bobak]

putting imac ads in free local newspapers such has the "metro" in london would be a much better idea. dell have been doing it for years and so many of my friends have ordered computer they see in those news papers ads.

TVs ad can be good, but news paper ads are permanent, and people need time to think over decision such as buying a computer. a 30 sec clip saying windows sucks wont convince anyone to buy a mac.

[johnbro23]

Can anyone post a scan of the ad?

[bentley]

putting imac ads in free local newspapers such has the "metro" in london would be a much better idea. dell have been doing it for years and so many of my friends have ordered computer they see in those news papers ads.



the Metro is a nationwide paper but has several regional editions.
I too think that would be a good way to go.

[hob]

Can anyone post a scan of the ad?
Shockingly, it's in the link listed in the article...!

http://www.macdailynews.com/gfx/article_gfx/050524_time_tiger_ad.jpg

[micvog]

Ad was in the recent BusinessWeek as well (front inside cover).

[nagromme]

A 30 second TV ad can't effectively show detailed concepts--it can only get people interested in seeking more (from the Web for instance).

But print can go into more depth. Good to see Apple doing so.

[wdlove]

I suppose it will be good to see Apple prominently displayed but I still don't want them to get big enough for virus writers to take notice.

Thew main thing is to remain cautious and vigilant. Having Apple grow should allow for greater funds to R & D. Then we can get those items were dreaming of sooner. Would also allow Apple to strengthen security.

[Apple!Freak]

I believe a similar ad was also in the most recent copy of BusinessWeek.

[ham_man]

Something to look forward too when I get my new issue here in a few days. Godo move Apple. Make Tiger look classy...

[m-dogg]

I'm glad they are doing this instead of more switch ads. show off tiger!

they should do tv ads like this too:

show a mac screen with someone working in iphoto or imovie, wtih itunes playing in the backgroud. then hear a voice off screen say something like "honey, can you check the weather for me?" (or something like that). And you see the users' finger press a hotkey to bring up the dashboard - "sunny & high in the 70's tomorrow" - "ok, thanks" and then back to using their ilife programs without skipping a beat.

end the commercial with a jeff goldbloom voiceover saying "dashboard - one of over 200 innovative new features available now on OS X tiger, thew most advanced operating system in the world" (or something like that).

and have multiple commercials like that, with dashboard, expose, spotlight, imovie, iphoto, etc...

[skyfex]

Why does everybody think Mac will be flooded with viruses once it gets popular? Yes, there will be viruses, but very few and most likely not too dangerous. Firstly, a virus that attacks through Mail, Safari or other user applications will never be able to infect more than one user. Creating a new user on and removing the old will actually remove the virus (unless you were stupid enough to give it your password). Secondly, apps like Mail and Safari were written using Cocoa, which by design makes it harder to get buffer overflow bugs, which is what many viruses utilize.

And if you run a firewall (built in), and don't open applications you get sent through mail, you should be perfectly safe even from these unlikely viruses you speak of. Though that is also true for Windows too (additionally you have to ditch Outlook and IE). I never use AV software on Windows computers i use myself and have never gotten a virus.

[Stella]

At last, adverts for its OS.

Apple should give equal advertising to its Computers, OSX and Switchers ( reasons why people switched and the benefits ).

Now.. TV Ads, worldwide - not just the states. Mass Media.

Great start though.

[nagromme]

But the virus writers will come along with them.

We are already a target.

OS X has been around for years. Crackers (of a certain type) have sought challenges and prestige for years. Macs have been worth extra points in cracking contests for years. Some Linux fans do hate Apple, not just Microsoft. Windows users OFTEN hate Apple. And some high-profile targets like universities, media companies, and the US Army use Mac OS X.

And there are a LOT of unethical programmers in the world... some with a desire to do more than be a "script kiddie."

So I am CERTAIN that at least SOME people have been trying to make OS X viruses for quite some time. They've never managed it yet, but they WILL.

Then we'll have one virus instead of zero... I'll still feel safer :)

Macs are more secure by being a smaller target AND BY DESIGN also. Neither factor is going away unless you think ads will suddenly give Apple a user base equal to Windows. Then we'll only have design on our side :)

[Toe]

Unfortunately http://www.apple.com/hardware/ads still redirects to http://www.apple.com/ipod/ads/ as if Apple hardware is synonymous with iPod.

(See link on http://www.apple.com/hardware/ that says "New TV Ads.")

Sigh. Ad in Time is awesome, but... TV is really quite necessary.

[anonymous161]

Advertising OS X? I guess hell froze over.

[Apple!Freak]

A 30 second TV ad can't effectively show detailed concepts--it can only get people interested in seeking more (from the Web for instance).

But print can go into more depth. Good to see Apple doing so.

Actually, a 45-second commercial could. I did some testing on this and found a large portion of data if properly time-coordinated, could provide the public with a large mass of data on the new Mac OS, Tiger.

In order to campaign both Tiger and Mac's, there would need to be two seperate ads.

Mac OS - Tiger (Explosion of Tiger's new features)
iMac G5 17" & 20" - throw in something about the Mac mini to spark interest to get on Apple's site (as in keep them somewhat hanging as to the innovation in the mini)
iPod Shuffle (As they have now, just keep on going)

I may team up with a friend of mine who works in Final Cut Pro daily, and see if between the two of us we could put together an immensly impacting and hard-hitting campaign of commericals to present to Mr. Jobs.

[milzay]

About ****ing time.
and...
I'm glad they are doing this instead of more switch ads. show off tiger!

they should do tv ads like this too:

show a mac screen with someone working in iphoto or imovie, wtih itunes playing in the backgroud. then hear a voice off screen say something like "honey, can you check the weather for me?" (or something like that). And you see the users' finger press a hotkey to bring up the dashboard - "sunny & high in the 70's tomorrow" - "ok, thanks" and then back to using their ilife programs without skipping a beat.

end the commercial with a jeff goldbloom voiceover saying "dashboard - one of over 200 innovative new features available now on OS X tiger, thew most advanced operating system in the world" (or something like that).

and have multiple commercials like that, with dashboard, expose, spotlight, imovie, iphoto, etc...

I cant express how bad that idea is, so corny and cheap, and that is not Apple at all.

[Apple!Freak]

Advertising OS X? I guess hell froze over.

And why is this?

[joeboy_45101]

It's great to see Apple advertising Mac OS X and Mac Hardware again. I just hope that they keep it up. I would love to see the Think Different campaign make a comeback, those ads were so compelling. It irks me to death that Apple hasn't made one TV advertisement for the iMac G5, Mac mini, or Tiger.

[amac4me]

This is a good first step. Apple needs to make a strong push of OS X Tiger and Mac's if they want to capitalize on the iPod Halo effect. iPod sales can only do so much for Apple's bottom line.

I hope we see Television Ads in the near future. Appleinsider published this comment from Steve Jobs:

Meanwhile, Jobs expressed his belief in the iPod "halo effect," noting stronger Mac growth over the company's last few quarters. Asked when Apple would reach a 10% market share, he said didn't know. "It's possible," he said. "...if people learn about our products, many of them choose them."

So if Steve Jobs is taking about people learning about Apple's products, this may mean that Apple is about to make a serious marketing push. I hope so!!

[anonymous161]

And why is this?

How long have we all been waiting for Apple to comprehensively advertise Mac OS? Jaguar, Panther, and iLife were all worthy of advertising, but Apple did nothing. It was beginning to seem like it was against corporate policy to advertise anything but music related products.

[miketcool]

I doubt viruses will become a real threat to OS X. Apple has systematically repaired weaknesses in its software. I'm sure if Virus writing catches on in anyway, Apple will be there to show off some shiny new virus trouncing app.

[wdlove]

Shockingly, it's in the link listed in the article...!

http://www.macdailynews.com/gfx/article_gfx/050524_time_tiger_ad.jpg

I think that's an impressive looking ad. Thank you for posting the ad.
;)

[m-dogg]

About ****ing time.
and...


I cant express how bad that idea is, so corny and cheap, and that is not Apple at all.


while I agree that it isn't the most unique/innovative concept, it does allow them to show off tiger's features in the short 30 second bursts commercials are typically limited to.

what are your ideas for tv ads?

[Toe]

The ad I would like to see for Mac OS X...

A Windows user (Jeff Goldblum?) on a white background:
"I work hard on my Windows PC. Most of my time goes toward fighting viruses. And when I get tired of that, I spend hours fighting spam. Oh! And I spend a lot of time fighting spyware. Then there are those rare occasions when I don't need to fight those fights... Then I get to fight Windows, trying to get it to do what I want it to do. Someone told me that this computer would save me money. How does destroying all my files and sending viruses to all my friends make my life better?"

Voiceover, with demo shots of iMac G5:
"Mac OS X from Apple Computer. As easy to use as an iPod. As straight-forward as iTunes. As safe as every computer is supposed to be. And loaded with hundreds of easily-accessible, advanced features to help you do what you want to do... not what the computer wants you to do."

Or something like that. Speak to the real experience of using Windows for the average user.

[MOM]

I also saw the same advertisement in THE ECONOMIST las week.

[animefan_1]

They did similar ads for Jaguar and Panther.

If they decided to do TV ads, THAT would truly be something :D

[dejo]

How long have we all been waiting for Apple to comprehensively advertise Mac OS? Jaguar, Panther, and iLife were all worthy of advertising, but Apple did nothing. It was beginning to seem like it was against corporate policy to advertise anything but music related products.

Apple did have TV ads for iLife (e.g. Elope (http://www.esm.psu.edu/Faculty/Gray/graphics/movies/idvd_elope_480.mov)) but that was quite a while ago.

[amac4me]

The ad I would like to see for Mac OS X...

A Windows user (Jeff Goldblum?) on a white background:
"I work hard on my Windows PC. Most of my time goes toward fighting viruses. And when I get tired of that, I spend hours fighting spam. Oh! And I spend a lot of time fighting spyware. Then there are those rare occasions when I don't need to fight those fights... Then I get to fight Windows, trying to get it to do what I want it to do. Someone told me that this computer would save me money. How does destroying all my files and sending viruses to all my friends make my life better?"

Voiceover, with demo shots of iMac G5:
"Mac OS X from Apple Computer. As easy to use as an iPod. As straight-forward as iTunes. As safe as every computer is supposed to be. And loaded with hundreds of easily-accessible, advanced features to help you do what you want to do... not what the computer wants you to do."

Or something like that. Speak to the real experience of using Windows for the average user.

Good suggesstions. I'd like to see someone actually using a Mac. Show someone frustrated with their Windows based system ... then show them taking their existingMonitor, mouse, and keyboard ... hooking it up to a Mac mini. Show the ease of switching ... show how OS X and Macs are easy to use, stable, secure, and an integral part of one's Digital Lifestyle.

Then have more ads showing a person taking pictures with their digital camera, a home movie with a camcorder ... next show them hooking it up to a Mac and easily editing the pics and uploading them to .Mac. With the movie, show how easy it is to use iMovie and iDVD.

Besides the OS, Apple needs to market the iLife suite of products.

[animefan_1]

Apple did have TV ads for iLife (e.g. Elope (http://www.esm.psu.edu/Faculty/Gray/graphics/movies/idvd_elope_480.mov)) but that was quite a while ago.


I'm glad someone other than myself remembers these 'Digital Hub' ads (also Baby Jack:iPhoto). It's not like Apple NEVER advertised the things you could do with a Mac. Another good commercial that showed off iLife capabilities was 'Middle Seat'.

[Toe]

Good suggesstions. I'd like to see someone actually using a Mac. Show someone frustrated with their Windows based system ... then show them taking their existingMonitor, mouse, and keyboard ... hooking it up to a Mac mini. Show the ease of switching ... show how OS X and Macs are easy to use, stable, secure, and an integral part of one's Digital Lifestyle.

Then have more ads showing a person taking pictures with their digital camera, a home movie with a camcorder ... next show them hooking it up to a Mac and easily editing the pics and uploading them to .Mac. With the movie, show how easy it is to use iMovie and iDVD.
That sounds really cool... an evolution from a very frustrated Windows user doing nothing on their PC to a very happy Mac user doing all kinds of cool stuff.

[Fredstar]

Funnily enough i think the New Microsoft Office ads, while slightly annoying, very good and perfect for Tiger (Not Office 2003!).
The whole have you Evolved yet

[narco]

I suppose it will be good to see Apple prominently displayed but I still don't want them to get big enough for virus writers to take notice.

I thought it was already settled that more market share doesn't necessarily mean a greater risk of viruses. OS X is just built better, plus you think if someone could write a good virus for the Mac, we'd hear of it by now?

Fishes,
narco.

[SiliconAddict]

Mixed feelings on this. On one hand....ITS ABOUT FREAKING TIME!

On the other...that is one fugly ad.

:confused:

[modernpixel]

Too bad they decided to advertise the two worst features of Tiger. Who cares about the buggy, unreliable and hard-to-read-results of Spotlight. And is Dashboard really going to sell more Macs? Wow - I can do all the things I can do on the internet, but now I can do them in ugly widgets.

You know what would be effective? A side-by-side comparison of Windows vs. OS X screen shots. With applications like iMovie, iPhoto open. With big bold words "THE FUTURE" over the Mac screen and "THE PAST" over the Windows screen.

When you see the two together, there is no doubt which is more visually appealing. That would make people want to at least find out more about the Mac.

Spotlight, Dashboard...ugh - I just wish they'd stop their obsession with cheap gimmicks. It's degrading OS X and going against Apple's own human interface guidelines -- making the OS less and less user friendly.

[Xtremehkr]

1. Should have used an iMac 20" for the display, the iMac is not being pushed despite the fact that it is a great product.

2. Could they have said less about a product that offers so much more?

3. It's a start. I can't believe that the iPod advertising can be so good while the rest of the company suffers from lame advertising.

[Apple Hobo]

Good for OS X ads! Time has had double page Apple ads in past issues. I think there was a recent G5 iMac ad with the same two-page light blue background style. However, It seems like MS has had a lot of full page Office/WinXP ads lately. Then again, Apple has been getting a lot of mention in the articles.

There's also a Marriott ad on page 84 that shows a lady using an iBook with an iSight. :D

[xli_ne]

Spotlight, Dashboard...ugh - I just wish they'd stop their obsession with cheap gimmicks. It's degrading OS X and going against Apple's own human interface guidelines -- making the OS less and less user friendly.

Spotlight not user friendly?!! How more user friendly can you get. Type in what you want and in less than a second you have everything that you want. I like dashboard, but I will never give Apple credit for it. Window haters say that everything in windows is stolen from something else or whatever, but c'mon. Apple stole from konfabulator. Same program, just a different name.

[dejo]

I always thought it would be funny to see Jeff Goldblum in front of Windows XP and then have him say "Oh yeah. Ooh. Aah. That's how it always starts. But then later there's running, and then screaming."

[LimeiBook86]

I always thought it would be funny to see Jeff Goldblum in front of Windows XP and then have him say "Oh yeah. Ooh. Aah. That's how it always starts. But then later there's running, and then screaming."

Hahaha, great Jurassic Park reference ;) I wish someone would make this ad, haha!

:D

[Kingsnapped]

Spotlight not user friendly?!! How more user friendly can you get. Type in what you want and in less than a second you have everything that you want. I like dashboard, but I will never give Apple credit for it. Window haters say that everything in windows is stolen from something else or whatever, but c'mon. Apple stole from konfabulator. Same program, just a different name.

People screaming "Konfabulator stole from apple" in 3.... 2....

[iGary]

How about:

"Tired of viruses?"

[Macmaniac]

I posted this yesterday, http://forums.macrumors.com/showthread.php?t=128305 No one seemed to notice, theirs a scan included.

[anonymous161]

How about:

"Tired of viruses?"

I don't want them to advertise that way. First- the immediate gut reaction of the audience is a feeling of embarassment with the amount of viruspyware they deal with daily, which just leads to cynical "nothing is virus proof" reactions. Second, I don't use a Mac because it doesn't have any viruses- I use it because its easy, stable, and fun.

[~Shard~]

I totally approve of this. Let's hope it's only the start of some new, aggressive advertising on Apple's part to promote arguably their greatest asset - OS X. :cool:

[m-dogg]

I don't want them to advertise that way. First- the immediate gut reaction of the audience is a feeling of embarassment with the amount of viruspyware they deal with daily, which just leads to cynical "nothing is virus proof" reactions. Second, I don't use a Mac because it doesn't have any viruses- I use it because its easy, stable, and fun.

right - and while I do feel that it is harder for a virus to hit osx compared to windows (I don't think our current virus free environment is only because our market share is small), I'm not crazy about bragging that fact. it's like painting a target on our backs.

[shamino]

Yes, there will be viruses, but very few and most likely not too dangerous. Firstly, a virus that attacks through Mail, Safari or other user applications will never be able to infect more than one user. Creating a new user on and removing the old will actually remove the virus (unless you were stupid enough to give it your password).
You have more faith in humanity than I do. I predict that there will be lots of users that stupid.

Talk with anybody who has worked for a few years at a corporate help desk if you don't believe users can be this dumb.

[david_r_p]

Not sure if this was posted already, but I got the new issue of The Economist last night and there was the exact same ad (as described) there as well.

[arn]

I posted this yesterday, http://forums.macrumors.com/showthread.php?t=128305 No one seemed to notice, theirs a scan included.

http://www.macrumors.com/site.php?mode=submit

arn

[neutrino23]

Same ad was in the issue of Newsweek that came today.

[iMeowbot]

It's nice that they put out some print ads. Maybe it's just this copy of the magazine, but the blue is a little too light to make it easy to read all that white text.

[z.j]

I found this Dashboard advertisement on download.com.

http://spe.atdmt.com/b/AAAVEAPPLOSX/300x250_tiger_dash_042905.gif

[ClarkeB]

The ad is kind of cheap...you can do pretty much both things on a xp

[iSwift]

I hope we see more of this from Apple. Maybe some PowerBook ads?

[Bobak]

1. Should have used an iMac 20" for the display, the iMac is not being pushed despite the fact that it is a great product.

2. Could they have said less about a product that offers so much more?

3. It's a start. I can't believe that the iPod advertising can be so good while the rest of the company suffers from lame advertising.


the worse part is, after seeing a ad for tiger people will think it is cool buy. they cant buy tiger because it wont run on their pcs.

sell adverts are much more clear, they say the price of the product and features and how to buy it. this tiger ad doesn't even clearly say the product.

the imac is such a overkill machine, if they had a page in a news paper with a picture of it, the words "worlds thinnest computer" the price a small feature list and a contact number to call to order one, then they will be doing real advertising.

this begs the question of if apples even wants to gain any market share.

[Balin64]

What I don't understand is this: Microsoft is heavy on TV with their XP ad campaign. THEY ARE STILL PUSHING THEIR STALE OS when Apple has the future NOW. I know TV spots are expensive, but come on! Apple HAS to capitalize while Windows is tanking!

I am not saying they should antagonize Microsoft by saying the obvious: "Microsoft is rehashing the past while we have the future here now with Tiger." We do need MS Office for Mac after all :rolleyes:

But they should do SOMETHING on TV!

OT: My least favorite MS commercials are the "Imagine" or whatever they call them with people and kids having their dreams materialize from common scenes. What the....? Microsoft software is as creative and inspiring as a staple.

[jiv3turkey748]

I hope we see more of this from Apple. Maybe some PowerBook ads?

not powerbook ads powerbooks are just overpriced (for not having a g5) but mac mini and imac ads ould be great

[rdowns]

putting imac ads in free local newspapers such has the "metro" in london would be a much better idea. dell have been doing it for years and so many of my friends have ordered computer they see in those news papers ads.

TVs ad can be good, but news paper ads are permanent, and people need time to think over decision such as buying a computer. a 30 sec clip saying windows sucks wont convince anyone to buy a mac.

Apple ought to advertise their stores on TV. Come in to see, play with and talk to knowledgeable people about iPods, Macs and digital products. Surf the web for free, use our free WiFi. Free training classes etc.

"So, you have an iPod and have considered switching to a Mac. Come in for free advice and see how easy it is to switch." Something like that.

[Maxiseller]

Well, I for one think that while it's not the best advertisement in the world, it certainly opens peoples eyes to the Mac OS.

Contrary to people saying Spotlight and Dashboard is a gimmic, I happen to think that they are extremely useful features. Sure, it's a little buggy, but I must use it 10 times a day. It's useful when your other option is sifting through various file paths. Dashboard allows me to check the weather in as many countries as I wish, check times across the world, and other very useful things such as yellow pages and phone books when my other option would be to sift through a large book.

Both of these features are here to stay, and I'm sorry - but much, much better integrated than Konfabulator.

[Toe]

The ad is kind of cheap...you can do pretty much both things on a xp
You can pretty much do anything on XP and it will pretty much work pretty much most of the time.

[SiliconAddict]

How about:

"Tired of viruses?"


Yah and within 3 months the first Mac virus shows up via e-mail.

[Toe]

Why would they advertise their weakest products?andnot powerbook ads powerbooks are just overpriced (for not having a g5) but mac mini and imac ads ould be great
I've used all kinds of Macs, PCs, and many other computers, and no experience approaches that of my 12" PowerBook. It's a superbly crafted, wonderfly responsive, elegant machine. Sure, a $2,500 DP G5 with a $1,000 monitor will be faster; but it will feel awful in my lap. Or in my backpack. Or on airplanes. All the places my PB follows me to, where it is always ready to respond in whatever way it can.

IMHO, the latest PowerBooks are the best computer anyone has made to date.

[SiliconAddict]

You can pretty much do anything on XP and it will pretty much work pretty much most of the time.



Best discription of Windows EVER. :D http://www.pocketpcthoughts.com/forums/images/smiles/xyxthumbs.gif

[jsalzer]

I like the idea of advertising the Apple store (though I think you'd need to be careful about making it out to be a place kids can hang out on days off to play online.)

I think a good commercial can't succeed, though, without letting people know that they can use Microsoft Office on a Mac. Of course, you can't do a commercial just on this (I'm sure MS wouldn't agree to it), but what about something close to an antidepressant commercial:

"I use mine [iMac] to create movies with iMovie."
(two second screen shot dragging around a clip)
(next person)
"I use mine to do work at home with Microsoft Office."
(screen shot of the office "Memo" template, which everyone will recognize, and something in Excel)
(next person)
"I use mine to organize all of my digital photos with iPhoto"
(screen shot)
(next person)
"I use mine to organize my life, my work, my kids' lives, and *his* life with iCal"
(screen shot of selecting and deselecting the several calendars in iCal, syncing it to a Palm, and walking off with the Palm.)

I don't like the idea of bashing Windows as far as viruses, etc. And, as much as I hate to say it, XP never crashes on me (at work - I don't allow Wintels in my house). Just say, "the safest, most stable operating system available" and be done with it.

[x86isslow]

Among other things.


oh boy. lemme guess, the second the aussie/nz store drops, we'll see a flood of brazilian, "where's our store" threads :rolleyes:

[stevieled]

did anyone with the magazine notice that in the spotlight page there is a typo...in the main spotlight window on the right side-bar settings it sais "What, When, When" instead of what i think should be "What, When, Where"

could it be that apple let a typo slip or this is a screenshot from a bugged seed?

[nagromme]

IMHO, the latest PowerBooks are the best computer anyone has made to date.

We all wish it was more than it is--a G5, say? But I agree nonetheless. No other computer but a PowerBook could meet my needs. I need portability, and no OS suits my needs as well as OS X.

I do think it makes sense to advertise other models more, though, for now.

[jiv3turkey748]

The ad is kind of cheap...you can do pretty much both things on a xp

how?

[jwhitnah]

It's about time... no pun intended.
good pun

[macanno]

i think most of us here are just thinking inside the box when we comment the Apple Ad and the creative team, whether it's a concept from inside of Apple or from an advertising agency, also fell into the same "inside the box" trap. is Apple selling its OSX and its product to Apple users? and who are the target users Apple is trying to reach in the print ad?

putting an ad on such a mass publication meaning exposing ur product to the general joe, does the general joe know anything about computing besides Windows? who cares what spotlight is when it's not available in Windows? who cares about the dashboard at all? these only appeal to those who are already using Apple to upgrade but not for those who haven't had their hands on a Mac computer. we need something more straight forward and with bigger impact to sell, little features are just for show not for pushing sales. bashing windows isn't the way to go since this might bring along negative brand effect.

0.02

[jsalzer]

Don't quit your day job.

But, but - what if I really hate it? Are you saying I should stay at a job that makes me miserable? Drives me to insanity and ulcers and insanity? Makes me feel like I'm contributing to nothing - or worse, making society worse? Did my boss pay you to say that? Can't we all just go fishing?

Hey, it ain't perty, but there will be no market share unless Wintel users understand that they have a way to open Word docs. And when you say "we have Word and Excel", you have to specify that Microsoft makes them. The underenlightended think we can only use Apple-made software.

And iCal is the most commercial-friendly app we have (not to say they'd be impressed once they used it, but in a 20-second shot, it's pretty cool.)

Now, if we're going for what we really want, rather than looking for ways to get converts, I'm voting for Steve (or Richard Dean Anderson - your pick) in his undershirt and briefs working on the computer with "Finish Something" as the tag (to go up against the "Start Something" ads.)

What was your commercial idea again? I'm sure we could all do better than Apple, but you got anything worth quitting your day job?

If so, we can all go fishing!!!

;)

[AidenShaw]

Another good commercial that showed off iLife capabilities was 'Middle Seat'.

You've got to be kidding!

That smarmy, self-important twit taking over his neighbors spaces on the plane? Outrageous display of conceit.

If I woke up and found that - I'd take whatever was on my tray table and rip it right off its cords. Then, give the fragments back to the git - fold up my table and go back to sleep.

Many people that I saw that advert with had the same reaction. It was by far the most self-destructive ad that Apple has ever run.

[Toe]

But, but - what if I really hate it? Are you saying I should stay at a job that makes me miserable? Drives me to insanity and ulcers and insanity? Makes me feel like I'm contributing to nothing - or worse, making society worse? Did my boss pay you to say that? Can't we all just go fishing?
idealist.org (http://www.idealist.org/ip/jobSearch?MODULE=JOB)

:D

[nagromme]

Many people that I saw that advert with had the same reaction. It was by far the most self-destructive ad that Apple has ever run.

By that logic, half of the SUV/car/pickup commercials are self-destructive too :) Ads often show owners of the product being arrogant. It seems to be a message that speaks to people, somehow.

[iMeowbot]

The ad is kind of cheap...you can do pretty much both things on a xp
how?
Active Desktop was supposed to do the same sorts of things as Dashboard, but it never really panned out. MS pretty much gave up before trying to figure out what was wrong with the interface (when the push technology fad died, they apparently lost interest).

XP's search pane tries to do what Spotlight does, but it's nowhere near fast enough to be usable. In its favor, it does have a happy little search doggy, while with Apple you have to settle for a boring little spyglass.

[Xtremehkr]

Considering the placement, at least they are targeting the right Demographic. Maybe they like gimmicks. I am sure that they prefer a virus resistant, stable, and advanced operating system more though.

Ever notice that the "200 new features" are never explored in any great depth?

[~Shard~]

Ever notice that the "200 new features" are never explored in any great depth?

I would like someone at Apple to list off what exactly these "200 features" are, because I can count only about 10 of them that would qualify in my mind as "new features" above what Panther has... :cool:

[Iroganai]

Speaking of viruses, or virii I don't know,
here is an interesting info from apple:
see the bottom paragraph of http://developer.apple.com/qa/qa2001/qa1242.html:
Mac OS X 10.4 introduces a new KPI, Kernel Authorization (or Kauth), which can be used to implement an anti-virus file scanner. Documentation and sample code for Kauth will be published soon. In the meantime, the best place to start is the <sys/kauth.h> header file.


Apple is hard working to prevent virii on my mac !

[iMeowbot]

I would like someone at Apple to list off what exactly these "200 features" are,
http://www.apple.com/macosx/newfeatures/over200.html
because I can count only about 10 of them that would qualify in my mind as "new features" above what Panther has... :cool:
They definitely cheated a bit, Spotlight is at least ten of the new features...

[iDrinkKoolAid]

But the virus writers will come along with them.

Does that mean that the virus writers have also 'switched' by then?

I for one, would love to see Apple's market share increase. I have a close friend who used to think Macs were pansy computers which were a joke. Then he walked into an Apple Store and totally fell in love with the Mac Mini. He subsequently bought the top-of-the-line version (1.42GHz, Airport Express, enough RAM), .Mac, Airport Express, and AppleCare.

He also thought Macs didn't run Office. Apple really needs to beat it into the average Joe Consumer's head that Macs do run Office! My computer science teacher, my boss, and many other non-Mac users didn't know that Macs can run Office! To me, this is the biggest misconception about Macs which may be hindering sales.

I've even e-mailed Apple regarding this, but sadly I'm sure their not going to bother to entertain the thought in their advertisements.

[LimeiBook86]

People screaming "Konfabulator stole from apple" in 3.... 2....

1!!!! Hahaha :D :eek:

I actually like Dashboard. Yes I know I've used Konfabulator before and they are both very similar. Who got the technology first? I saw Konfabulator first, but who knows what Apple had in their labs. I like both, I use Konfabulator on my PC and Dashboard on my Mac :)

[nagromme]

http://www.apple.com/macosx/newfeatures/over200.html

They definitely cheated a bit, Spotlight is at least ten of the new features...

And spotlight does more than 10 things :) Unless "all search is just search" and things like Smart Folders and the cross-referencing of Windows terminology in Preferences are of no value...

And they also sold themselves short in that list, failing to list many highly innovative and important features that will be felt for years to come, but which are too technical and low-level to make their way into marketing materials. Features to do with file systems, meta data, file typing, the kernel, specific uses of the GPU, etc. etc.

A good place to explore some of them:

http://arstechnica.com/reviews/os/macosx-10.4.ars

[Xtremehkr]

It would benefit Steve if he read threads like these ones. I am sure the GulfStream is connected.

[iMeowbot]

And spotlight does more than 10 things :) Unless "all search is just search" and things like Smart Folders and the cross-referencing of Windows terminology in Preferences are of no value...
But just look at how they're listing this stuff. Spotlight menu, Spotlight hot key, Spotlight service, Spotlight control panel are all counted among the 200 features? If in a car ad they counted the AC compressor, fan, switch and temperature dial as separate features, i'd be snickering at them too, even if it's a very nice compressor, switch, dial and fan.

[Flickta]

Interesting, wether it will be published in Russian edition of Newsweek. If Apple cares about our market.

[jocknerd]

If you want to increase Mac users, advertise in mainstream magazines like Oprah. Or better yet, have Oprah give away Mac Mini's to her audience on her show. She did it with iPods. Mac Minis would be great. Just make sure they have 512MB so the fans will see how OS X shines when given enough memory.

[iGary]

I don't want them to advertise that way. First- the immediate gut reaction of the audience is a feeling of embarassment with the amount of viruspyware they deal with daily, which just leads to cynical "nothing is virus proof" reactions. Second, I don't use a Mac because it doesn't have any viruses- I use it because its easy, stable, and fun.

So if OSX was virus ridden like winbloat, you'd use it and still "have fun?"

[Yvan256]

The ad I would like to see for Mac OS X...

A Windows user (Jeff Goldblum?) on a white background:
"I work hard on my Windows PC. Most of my time goes toward fighting viruses. And when I get tired of that, I spend hours fighting spam. Oh! And I spend a lot of time fighting spyware. Then there are those rare occasions when I don't need to fight those fights... Then I get to fight Windows, trying to get it to do what I want it to do. Someone told me that this computer would save me money. How does destroying all my files and sending viruses to all my friends make my life better?"

[...]

Or something like that. Speak to the real experience of using Windows for the average user.

Attacking the competition is cheap. Everyone already knows how crappy Windows can be (if not protected, etc), no need to put them down to advertise the Mac and OS X.

[slu]

It would benefit Steve if he read threads like these ones. I am sure the GulfStream is connected.


I am sure Steve doesn't care what we here think...he already has our money and most likely, unless Apple does something extremely crazy, will get more of it.

I think any ads that Apple runs will help. It is all about exposure and education of the uninformed. Is Apple doing this the best way? That is debatable, but I am glad they are trying.

[Yvan256]

I always thought it would be funny to see Jeff Goldblum in front of Windows XP and then have him say "Oh yeah. Ooh. Aah. That's how it always starts. But then later there's running, and then screaming."

RTOFLOL. :D

Nice reference.

[anonymous161]

So if OSX was virus ridden like winbloat, you'd use it and still "have fun?"

No, if it became bloated and infected it wouldn't be fun- but the absence of viruses is not the reason I enjoy using my Mac.

That doesn't make for a good personal ad: "Yeah, date me because I don't have syphilis!"

[AidenShaw]

By that logic, half of the SUV/car/pickup commercials are self-destructive too :) Ads often show owners of the product being arrogant. It seems to be a message that speaks to people, somehow.

But SUV ads don't show the SUV taking up three parking spots at the mall.... :D

[Dr.Gargoyle]

Wasn't that about time....

[MegaSignal]

You've got to be kidding!

That smarmy, self-important twit taking over his neighbors spaces on the plane? Outrageous display of conceit.

If I woke up and found that - I'd take whatever was on my tray table and rip it right off its cords. Then, give the fragments back to the git - fold up my table and go back to sleep.

Many people that I saw that advert with had the same reaction. It was by far the most self-destructive ad that Apple has ever run.

Now my curiousity has been piqued...anyone got a link for this "smarmy" ad?

[dejo]

Now my curiousity has been piqued...anyone got a link for this "smarmy" ad?

Middle Seat (http://movies.differentdistrict.com/play.php?id=287_0_28_0_M)

[beatle888]

I may team up with a friend of mine who works in Final Cut Pro daily, and see if between the two of us we could put together an immensly impacting and hard-hitting campaign of commericals to present to Mr. Jobs.

good luck. i believe they use chiat/day.

[Toe]

But SUV ads don't show the SUV taking up three parking spots at the mall.... :D...or blocking everyone else's view of the road, or polluting everyone's air with their atrocious gas inefficiency, or running over smaller cars and pedestrians that don't get out of their friggin' way...

It is assumed that those behaviors are innate in those who want to drive a ruggedized monster truck that seats twenty for their one-person commute on the interstate.

:D :eek:

[graphyte]

Now, if we're going for what we really want, rather than looking for ways to get converts, I'm voting for Steve (or Richard Dean Anderson - your pick) in his undershirt and briefs working on the computer with "Finish Something" as the tag (to go up against the "Start Something" ads.)


I'd vote for the slogan: 'Finish something', that would be so funny! :D

[jonmac]

I could have sworn that Apple placed a TV ad here in the UK for Powerbooks, showing both Yao Ming (apparently played/plays for Houston Rockets), and also Mini-me from Austin Powers (Verne Troyer), using the small (12") and large powerbooks whilst on a plane.

Can't have been more than a year or two ago - anyone else see this?

[Savage Henry]

Attacking the competition is cheap. Everyone already knows how crappy Windows can be (if not protected, etc), no need to put them down to advertise the Mac and OS X.That's true. It would be easy and non-constructive in the long-term to bad-mouth the competitors.

I like the idea the Time ad is actually informative; sure, it may not lay it on thick, but it's not just using strong imagery.

[modernpixel]

The Mac experience is somewhat abstract. It's a very challenging thing to get across in a print ad or a TV commercial without excessive verbage. What they really need is something like the brilliant iPod sillouhette ads. They don't necessarily tell you anything about the product - but they evoke the feeling of what it is like to have the product. I think those ads are a big reason why the iPod is such a success.

Now, I'm not saying they have an ad featuring a silouhette dancing around with a G5 tower...but I'm sure CHIAT/DAY can come up with something better than ads for Spotlight and Dashboard.

They need something compelling that starts a wildfire of interest in Macs.

[neildmitchell]

Whick issue of Time? No Apple Ad in the Time mag with Bill Gates on the cover :D Inside Bill's New X-Box
I thought the article was going to be something along the lines similar to Katie Courics Colon probe, but discovered it was about some crappy hardware :p

At least the issue has an interview with Dave Chappelle :o

[gopher]

I could have sworn that Apple placed a TV ad here in the UK for Powerbooks, showing both Yao Ming (apparently played/plays for Houston Rockets), and also Mini-me from Austin Powers (Verne Troyer), using the small (12") and large powerbooks whilst on a plane.

Can't have been more than a year or two ago - anyone else see this?

That was January 2003.

The next hardware ad they had was July 2003's PowerMac G5.

Since that time, there has been nothing but iPod advertisements on the TV.

The magazine advertisements are a great first step back to the non-iPod world. There needs to be more done.

Oh and don't forget this one:

http://www.apple.com/hardware/video/newimac_intro.html

The page still exists!

[fatbarstard]

Your all nuts, nuts I tell you!!

Advertising in Time, Fortune, Economist etc etc is a play for the business executive (like me) and the theme of the ads are 'we make you life easier' as opposed to iPod ads that are themed 'we make your life boppier'.

It make sense to cover this market as it has money... can spend and is discerning... its a good strategic position to have business executives thinking about Apple and Mac stuff becuase it may help Apple to get in the door to a few more corporates...

its a solid strategy but a long term one...

[Applespider]

It make sense to cover this market as it has money... can spend and is discerning... its a good strategic position to have business executives thinking about Apple and Mac stuff becuase it may help Apple to get in the door to a few more corporates...


Agreed... but I do think mentioning that OS X has Office would have helped this market even more. They're the ones who don't know that and need Office for their businesses.

[Toe]

That's true. It would be easy and non-constructive in the long-term to bad-mouth the competitors..
IIRC, that was pretty much the spirit of the Switch ads. People talking about how lousy it was to use Windows....

Nowadays, all anyone talks to me about concerning their (Windows) computer are the wonderful topics of: viruses, spam, spyware. That's it. Well, occasionally I'll hear, "I have too much stuff on my PC so I have to get a new one." :rolleyes:

All I hear Mac users talk about is... anything but that nasty stuff. They talk about listening to music and sorting photos and making movies and pimping their dashboard and so on.

It would be silly to ignore the simple fact (or more importantly, the perception) that Windows is an awful hell of trying to get the system to work and Mac OS is a great tool for enabling all kinds of cool stuff you didn't know you could do.

[imz]

It's not in the most recent Australian Time mag. The first two pages are occupied by a Rolex advert.

[jelloshotsrule]

If I woke up and found that - I'd take whatever was on my tray table and rip it right off its cords. Then, give the fragments back to the git - fold up my table and go back to sleep.

might a i recommend a book (http://www.amazon.com/exec/obidos/tg/detail/-/1886230455/002-3622413-2605646?v=glance) for you? :D

[m-dogg]

might a i recommend a book (http://www.amazon.com/exec/obidos/tg/detail/-/1886230455/002-3622413-2605646?v=glance) for you? :D


hahhahhh - I was thinking AidenShaw needed to chill out a little bit too...I wouldn't mind waking up to someone using my tray table. I would mind waking up to someone blasting "who let the dogs out" though! :D

[Toe]

IIRC, that was pretty much the spirit of the Switch ads. People talking about how lousy it was to use Windows....
Case in point (http://www.apple.com/switch/stories/ellenfeiss.html).

:)

[hulugu]

You've got to be kidding!

That smarmy, self-important twit taking over his neighbors spaces on the plane? Outrageous display of conceit.

If I woke up and found that - I'd take whatever was on my tray table and rip it right off its cords. Then, give the fragments back to the git - fold up my table and go back to sleep.

Many people that I saw that advert with had the same reaction. It was by far the most self-destructive ad that Apple has ever run.

Remind me never to sit in the same row as you, you're entirely too jealous of your tray table space. ;)

And, be careful someone might make you eat those fragments. :D

[swissmann]

I wonder if they are going to do more than just print adds. I would like to see some TV spots. I'm also wondering if Pixar would ever advertise by including Apple things in their movies. Probably not.

[AidenShaw]

hahhahhh - I was thinking AidenShaw needed to chill out a little bit too...I wouldn't mind waking up to someone using my tray table. I would mind waking up to someone blasting "who let the dogs out" though! :D

Come on - imagine waking up and finding the Dell Dude in the middle seat, with his Inspiron on his tray, his LG Hi-8 camera and the capture box on your tray - using Windows Movie Maker to make his WMV movies of his dog and really hot girlfriend. (Picture Ellen Feiss - then erase the picture and think of the exact opposite.)

I'm sure that would be enough to make most of the people here forget everything they learned in the anger management class! :eek:

[Toe]

Come on - imagine waking up and finding the Dell Dude in the middle seat, with his Inspiron on his tray...
Aren't those things enormous?

Weight: Starting at approximately 8.6 lbs. (3.9 kg) (http://www1.us.dell.com/content/products/productdetails.aspx/inspn_xps2?c=us&cs=19&l=en&s=dhs&~page=4&~tab=specstab#tabtop)

:eek: :eek:

[AidenShaw]

Aren't those things enormous?

Weight: Starting at approximately 8.6 lbs. (3.9 kg) (http://www1.us.dell.com/content/products/productdetails.aspx/inspn_xps2?c=us&cs=19&l=en&s=dhs&~page=4&~tab=specstab#tabtop)

:eek: :eek:

Yeah, but its 2 GHz Pentium M and 533 MHz FSB would make your Powerbook whimper and hide under the bed.

On the other hand, Dell Dude might have the 4.1 lb wide xbrite screen Inspiron 600m (http://www1.us.dell.com/content/products/productdetails.aspx/inspn_700m?c=us&cs=19&l=en&s=dhs).... That'd really make the Mac freaks go ballistic - Dell Dude's Inspiron is smaller, lighter, faster with a much better screen!

[aafuss1]

The same advertisement is in this month's Australian Macworld as well.

[Toe]

Yeah, but its 2 GHz Pentium M and 533 MHz FSB would make your Powerbook whimper and hide under the bed.

On the other hand, Dell Dude might have the 4.1 lb wide xbrite screen Inspiron 600m (http://www1.us.dell.com/content/products/productdetails.aspx/inspn_700m?c=us&cs=19&l=en&s=dhs).... That'd really make the Mac freaks go ballistic - Dell Dude's Inspiron is smaller, lighter, faster with a much better screen!
My PowerBook doesn't whimper... it is always responsive. And while nice specs on a 9 pound computer may be impressive, none of those models would be as comfortable on my lap or on an airplane or in my backpack. That small Dell is a little lighter than my 12" (http://www.apple.com/powerbook/specs.html) (because it has more plastic?), but it is larger in every dimension (http://www1.us.dell.com/content/products/productdetails.aspx/inspn_700m?c=us&cs=19&l=en&s=dhs&~page=2&~tab=specstab#tabtop).

And it's interesting that McAfee Security Center and Norton AntiVirus are optional (http://www1.us.dell.com/content/products/productdetails.aspx/inspn_700m?c=us&cs=19&l=en&s=dhs&~page=1&~tab=specstab#tabtop). I sure would be needing those! And what would it take to run iPhoto and GarageBand on a Dell? :D

I just can't see how those are better...

[shamino]

And it's interesting that McAfee Security Center and Norton AntiVirus are optional (http://www1.us.dell.com/content/products/productdetails.aspx/inspn_700m?c=us&cs=19&l=en&s=dhs&~page=1&~tab=specstab#tabtop). I sure would be needing those!
Well, you need antivirus software of some kind. It doesn't necessarily have to be one of these.

[AidenShaw]

That small Dell is a little lighter than my 12" (http://www.apple.com/powerbook/specs.html) (because it has more plastic?), but it is larger in every dimension (http://www1.us.dell.com/content/products/productdetails.aspx/inspn_700m?c=us&cs=19&l=en&s=dhs&~page=2&~tab=specstab#tabtop).

Sorry, I assumed that the Inspiron was about the same size as the small Latitudes - but it's bigger overall. (It is slightly smaller in depth than the 12" PB, however, you missed that.)

12" PB
Height: 1.18 inches (3.0 cm)
Width: 10.9 inches (27.7 cm)
Depth: 8.6 inches (21.9 cm)
Weight: 4.6 pounds (2.1 kg)

Dell Inspiron 700m
Weight: 4.1 lbs. (1.86 kg)3
Thickness: 1.5 inches (38.1 mm)
Width: 11.7 inches (297 mm)
Depth: 8.5 inches (216 mm)

Not much difference, though. The PB is the size of an American A sheet of paper. The 700m is as wide as A, but as long as a European A4 sheet of paper....