I know a lot of folks think Apple should be busy talking up how Macs do business apps and playing down the fun, cool aspect, but the more I think about it, the more I believe Apple is exactly right to position the ads they way they do. We technophiles who have been plugged into the so-called 'digital lifestyle' for several years now forget that the average joe or jane computer consumer is really only beginning to tap into using a computer to do more than email, web-surf, and maybe do a little work on the weekends.
It is this massive market that Apple is aiming at. Why target business? The current batch of IT guru's has already made up their minds, and most people don't
really want to bring their work home. you have to soften that market up a little before you can knock down that wall.
For many folks, doing something fun but productive on their computer is intriguing and fresh. Right now, a lot of folks are trying to hook up camcorders and cameras to their PC's, and this is not as easy for the average person as it might be for the folks reading this forum. Even though we all know that you can do all of this stuff on a Windows box, it is still so much more seamless on a Mac, particularly for the targeted technologically-challenged unwashed masses.
Show them the Mac does all this stuff really well. Get them intrigued by the possibilities. Just get them to walk into an Apple Store, and the Mac can sell itself. Particularly when there are plenty of us helpful Mac users grazing through the store to combat the condescension of the blackshirts.
If Apple can build a bit more market share this way, at some point two things can happen: [1] there will be a greater demand for Mac compatibility in the workplace as more people use them at home and [2], IT people entering the work force will have been exposed to the Mac and be more comfortable creating work environments where, at the very least, Macs can work alongside Windows.
This isn't gonna happen overnight. If you look back over the past 1-2 years, you can see how far Apple has moved already. give them another 5-7 years and let's see where they are. Have faith.