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- Thread starter orion123
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The advertising campaign Apple uses for this is brilliant.
It's simple and it works. Just like their computers.
They don't have to get all in-depth and make you think or confuse you. Microsoft can play with fire, but they're going to get burned in this situation. It's just like iPod vs. Zune but with advertising. Apple does it and they do it well.
It's simple and it works. Just like their computers.
They don't have to get all in-depth and make you think or confuse you. Microsoft can play with fire, but they're going to get burned in this situation. It's just like iPod vs. Zune but with advertising. Apple does it and they do it well.
True... But their get a mac adds work, end of story, and there is no reason they can't make another add promoting their OS, they already have individual iPod adds, iPhone adds, iMac and Macbook adds, what's 1 more, why focus on one add that may not be as popular or as successful as the get a mac adds?
Microsoft should nto fight alone...
One thing I always find interesting is Microsoft taking it upon itself to defend PC's. I believe all the manufactures should be chiming in on the debate as well. Microsoft should be partnering with Dell, Toshiba, Sony, HP and all the other various PC makers, because all of them have a vested interest in PC's selling. They loose customers as Microsoft loose customers. I am suprise Bill Gates have not thought this way!
One thing I always find interesting is Microsoft taking it upon itself to defend PC's. I believe all the manufactures should be chiming in on the debate as well. Microsoft should be partnering with Dell, Toshiba, Sony, HP and all the other various PC makers, because all of them have a vested interest in PC's selling. They loose customers as Microsoft loose customers. I am suprise Bill Gates have not thought this way!
Actually, I think MS should take the entire load. It's their OS that has received the bad press, not the hardware sellers.One thing I always find interesting is Microsoft taking it upon itself to defend PC's. I believe all the manufactures should be chiming in on the debate as well. Microsoft should be partnering with Dell, Toshiba, Sony, HP and all the other various PC makers, because all of them have a vested interest in PC's selling. They loose customers as Microsoft loose customers. I am suprise Bill Gates have not thought this way!
TBWA\Chiat\Day does these ads. I "think" they do all of Apple's stuff, but not sure. They've been Apple's main agency forever. Did the "1984" spot when they were still just Chiat\Day. I actually met the art director from that spot (he's now a commercial director himself). Had lots of great stories about the spot -- too many to share here.
"Negative campaigning. If I were an investor, I would be asking serious questions as to why they're not advertising the benefits of OSX, instead of continuous pathetic jibes at Microsoft.
There is an ammount of arrogance and smugness that is measurable in megatons in these adverts - and it reflects the very worst of the Apple fanboy network. They need to shake free of it and extol the virtues of OSX to people who don't know what it is, rather than preaching to the converted with in-jokes and inter-marketting dept. squabbles.
Doug"
Really? I couldn't agree less.
If I were an investor that had a question on where their ad money was going, I'd look (as an investor) as to what they have been doing (these ads), how long (two years) and what has happened to Apple since then (phenomenal growth, increase in cash position, increase in market share). Then as an investor I'd smile at the thought that my ideas weren't followed but instead people much smarter than I had initiated this campaign.
Now if we're talking about me as a Mac user, that's different. Yeah they're smug. Yeah they say, "we're better than them". But not nearly to the level that they're being accused of. And most people I know don't care about the "features" of the operating system, OS X or otherwise. They want to be sold on the idea that it works. Not that it works because of this and this and this.
That's what these ads convey. Our system works and theirs doesn't.
Just my opinion.
There is an ammount of arrogance and smugness that is measurable in megatons in these adverts - and it reflects the very worst of the Apple fanboy network. They need to shake free of it and extol the virtues of OSX to people who don't know what it is, rather than preaching to the converted with in-jokes and inter-marketting dept. squabbles.
Doug"
Really? I couldn't agree less.
If I were an investor that had a question on where their ad money was going, I'd look (as an investor) as to what they have been doing (these ads), how long (two years) and what has happened to Apple since then (phenomenal growth, increase in cash position, increase in market share). Then as an investor I'd smile at the thought that my ideas weren't followed but instead people much smarter than I had initiated this campaign.
Now if we're talking about me as a Mac user, that's different. Yeah they're smug. Yeah they say, "we're better than them". But not nearly to the level that they're being accused of. And most people I know don't care about the "features" of the operating system, OS X or otherwise. They want to be sold on the idea that it works. Not that it works because of this and this and this.
That's what these ads convey. Our system works and theirs doesn't.
Just my opinion.
So why not show them? Why this embarassing bitching about the mainstream platform. Why not actually SHOW them some OSX. PROVE it's better rather than building ****** stereotypes that, imho, damage the brand.
Who here hasn't had someone go "wow" at something they've been doing on the Mac, be it Expose, or Dashboard or iPhoto - something that makes people who've not used a Mac go "that's really clever"
THAT is what needs to happen. The iPhone ads are misleading (they over-sell the rapidity of the device) but at least they show the abilities of the device. They don't go "Ner ner ner - Blackberry suck. Blah blah I'm so frickin awesome...dude - you suck - you're like - Vista - and that sucks - wow - I'm an iPhone, I'm cool"
They actually SHOW you what the device does. They show you why you might want one.
This continued campaign of bitching at Vista, negative campaigning. It's vulgar, it's unfunny, it's tired, it's time Apple dropped this ugly stereotyping and actually showed people a little bit of the damn product they're advertising.
Ask yourself this - this forum if full of Apple users. They shouldn't be advertising to us - it's the other 85% they need to reach. These adverts preach to the converted...and in terms of marketing campaigns - that's more pointless than anything Microsoft might be doing with Vista.
*sigh* You people will NEVER get it.
Then don't be a cheapass and buy a Macbook Pro. The Macbook isn't for you.
Two people who DO get it.
What really bugs me is that as soon as Microsoft aired their recent ads, many Mac users dismissed them, quite verbally, saying they did sweet FA to actually advertise their products. Well, as soon as Apple do exactly the same (and to an even lesser degree I might add), they are all hailed as 'funny' and 'great' and 'better than Microsoft could have ever achieved'. It's for these reason why I sometimes hate being associated with Mac users.
Then learn to think for yourself. What are you, a junior high school student? Do you have an overwhelming need to be "associated" with a group of people?
Wow. I guess some people NEVER grow up and out of groupthink.
But that's the whole point. It does work. It's not great - but it does work. 85% of the people watching those adverts are already using a Microsoft OS. They don't need to be told why it's bad or what's wrong with it - they experience it every. single. day.
What they need is to be shown why the alternative is better.
Yes - Apple market share is increasing, but I don't believe this adverts have much, if anything, to do with it. They turn me OFF the Apple brand, and clearly, I'm not alone.
There is nothing cheap about the Macbooks. They're 50% more expensive than similarly spec'd PC's. PC's with firewire. And memory card readers. And blu-ray drives. Apple need to start telling people why they should spend that much money on a laptop - and 'Vista sucks' is not a good enough reason or 85% of the population.
Doug
Actually the MacBook was perfect for me until it was discovered there was no FireWire. Price has nothing to do with my decision to not get a MacBook Pro. I prefer the smaller form factor.
All of your points are 100% spot on. And all of your points are 100% why the Apple Retail store was launched. Expose', the iPhoto slideshow demo, Dashboard, etc. They are all the reasons why I switched, why my Mom switched, why my brother switched.
These ads aren't there to get me to make a purchase. They're there to get me in the store so to speak. These adverts may preach to the converted but they're not meant to.
They're meant to preach to those stuck at work using their work computer who ask themselves repeatedly throughout the day, surely there has to be something better than this.
And I think you're taking the negativity WAY more seriously than it exists. Apple isn't damaging their own brand. Take one look at its performance since the ads have begun. Nothing about the ads is embarrassing. They're not even mean-spirited, in my opinion. I see them as funny, satirical and entertaining.
Your point about the iPhone ads is a fair one. I'd only suggest that the target audience is different with the iPhone than it is with a personal computer. It's also a revolutionary new product and as such needs to be sold that way. My previous points illustrate why they show exactly one feature in each iPhone ad, not a plethora of features. I'd also argue that again the ad isn't to get the person to purchase the phone. It's to get the person to look away from their current phone toward the iPhone.
Apple's marketing works and their market share is growing, which makes their efforts anything but pathetic.
If the ads may be perceived as arrogant or smug, it is only the arrogance inherited from the PC side of this meat-world debate, as acted by Hodgman. I've worked on a Mac by necessity in graphics/design since the late 90s, years before they were 'cool', and I can tell you there is no bigger hater, sniveling fanboy, or arrogant prick than the diehard PC user. But personally, I do not see what is so threatening about baby music and Justin Long in a jeans and a hoodie. If diehard PC users cry foul at a few lighthearted jabs in a setting as non-threatening as a nursery, then that is beyond sad.
Fully agree
Well said, buddy.
I'm afraid Apple may become like Microsoft in the future if the are too successful. Imo, they are not listening to their customers as they used to.
Well said, buddy.
I'm afraid Apple may become like Microsoft in the future if the are too successful. Imo, they are not listening to their customers as they used to.
I guess the next one will be Mac holding a big red button. And every time PC says 'Firewire', Mac will be buzzing. Hilarious!
