Apple really should revise the Mac vs. Windows campaign. Only replace Windows with Google. It would be even more popular than the original ads and make Google look silly overnight.
MARKETING
Apple only even
acknowledged Windows when it ran its “Get a Mac” ad campaign because the Mac’s marketshare was but a
tiny fraction of Windows’ marketshare and Apple
had to. Sales of new Macs had to come at the expense of
someone!
Likewise, Microsoft incessantly compares its various (confusing) ”Surface” incarnations to Apple’s iPad in its ads because iPad is the far and away leader in marketshare.
But otherwise, in Marketing, don’t acknowledge your competitors
even exist unless you absolutely
have to.
By acting like no
iPod competitors even
existed in Apple’s advertising and promotion, Apple ended up
owning that market. “iPod” was even a product category unto itself, and only
one company made iPods.
Head-to-head comparisons to Android phones would only
legitimize these “non-iPhones” as if they’re
worthy of comparison and worthy of Apple’s attention — and would imply to the consumer that Apple “has something to worry about.”
(Even if they
are worthy alternatives, it’s not
Apple’s job to advertise it!)
The
closest Apple ever came to comparing iPhones to competitors was its onetime tagline, “If it's not an iPhone, it's not an iPhone.”
Otherwise, act as if iPhone is the only game in town (and you’d be surprised by how many people believe it).
iMessage’s incompatibility with Android only furthers the point.
Marketing is war.
