As you may have heard, yesterday Apple launched their latest Get a Mac ads in direct response -- and I do mean DIRECT response -- to Windows 7. Check 'em out:
Broken promises
movies.apple.com/media/us/mac/getamac/2009/apple-m...
Teeter Tottering
movies.apple.com/media/us/mac/getamac/2009/apple-m...
PC News
movies.apple.com/media/us/mac/getamac/2009/apple-m...
I'll agree that these feel a bit like they're hitting below the belt -- but as always there's a kernel of truth, as XP users do have to do a complete backup and migration if they skipped Vista. Still, I think most people can agree that Windows 7 is clearly the best version of Windows yet, so it makes sense Apple is coming off as pretty defensive here. What do you think?
Discussion about
Apple's new Windows 7 response ads
That's not really accurate. Similar to what they did with Classic mode after OS X, Apple created Rosetta for emulating PPC apps natively in the OS. Developers were given the ability to distribute so-called "universal binaries" which ran in both PPC and Intel. It wasn't always perfect, but it wasn't an extremely abrupt transition, either.
He's talking about how if you own a PowerPC, you're SOL on getting updates to your what...4 year old machine? This includes updates to iTunes.
Apple's mantra has been "It just works, or it doesn't" for quite some time, but Snow Leopard cemented that. If you're not buying new hardware regularly, you don't get new software features.
Apple's mantra has been "It just works, or it doesn't" for quite some time, but Snow Leopard cemented that. If you're not buying new hardware regularly, you don't get new software features.
I agree that is a huge hit below the belt but competition is great and it will ultimately be great for the customer! I hope both companies are successful, I do think windows 7 is the best version of windows and this is great to have the two biggest computer/software companies fresh on software, os's, hardware going at it again! More props :)
Although these commercials come off as cocky, they never fail to make a really good point. Isn't Apple doing their job perfectly here? They make a good point, they're quirky, and easy to remember. That's why they've been running for so long.
Quite frankly, the only people who I know that get annoyed by these commercials are die-hard Windows lovers (those exist?) or plain 'ole Mac haters. They see the commercial and can't WAIT to go point out every "flaw" to their Mac-using friends. Everyone else seems to get a chuckle and move on with their lives.
Quite frankly, the only people who I know that get annoyed by these commercials are die-hard Windows lovers (those exist?) or plain 'ole Mac haters. They see the commercial and can't WAIT to go point out every "flaw" to their Mac-using friends. Everyone else seems to get a chuckle and move on with their lives.
These aren't effective commercials though, they're Attack Ads. The problem with an attack ad is that it doesn't actually convince customers to reconsider their purchases, it entrenches the sides of a debate further in their established opinions. Not exactly the kind of thing that helps grow a customer base.
I'd be willing to bet if you asked a thousand new OSX users why they'd switched, somewhere between 0 and 1 of them would answer "Those awesome Mac v. PC ads made really excellent points". Sure, they managed to torpedo blogger opinion of a competitor's product - Windows Vista only shipped 180 million copies (as of Aug), but the chances that they'll be able to repeat with 7 are virtually non-existent. The points they make are hardly valid, and certainly the same question applied to Apple doesn't put them in a favorable light.
How many Apple machines sold in 2001-2005 have ANY upgrade path to 10.6? 0
How many PCs? All of them
Drawing attention to your competitors flaws when you have the SAME flaw, but bigger isn't a good commercial. All it takes is ONE person to point out to a potential Mac customer that the things in the Mac vs PC commercials are un-trustworthy (on ANY point) and it erodes confidence in the brand. Look at the market perception statistics of non-Apple users - they generally don't trust the company, because we've all seen one of these attack ads at one point and gone "Wait, that's not true...what else are they lying about?"
I'd be willing to bet if you asked a thousand new OSX users why they'd switched, somewhere between 0 and 1 of them would answer "Those awesome Mac v. PC ads made really excellent points". Sure, they managed to torpedo blogger opinion of a competitor's product - Windows Vista only shipped 180 million copies (as of Aug), but the chances that they'll be able to repeat with 7 are virtually non-existent. The points they make are hardly valid, and certainly the same question applied to Apple doesn't put them in a favorable light.
How many Apple machines sold in 2001-2005 have ANY upgrade path to 10.6? 0
How many PCs? All of them
Drawing attention to your competitors flaws when you have the SAME flaw, but bigger isn't a good commercial. All it takes is ONE person to point out to a potential Mac customer that the things in the Mac vs PC commercials are un-trustworthy (on ANY point) and it erodes confidence in the brand. Look at the market perception statistics of non-Apple users - they generally don't trust the company, because we've all seen one of these attack ads at one point and gone "Wait, that's not true...what else are they lying about?"
Keep in mind that Apple doesn't write the ads. They're produced and written by TBWA, Apple's ad agency.
The commercials aren't designed (anymore) to make Macs look flawless. They're designed to raise brand awareness about the Mac and Apple as a company. In that respect, yes, they are effective. The Mac and PC guys are household names.
Ask that same few thousand people who switched if they've ever seen or heard of the Get a Mac commercials, and chances are they'll have a story to relate. Before these commercials, most Windows users that the commercials target may never even have known that Macs were an alternative.
Again, my point is reinforced that the only ones who get legitimately flustered by the mere existence of these commercials are the ones who jump at the chance to point out any flaw that Apple has had in the last 10 years.
The commercials aren't designed (anymore) to make Macs look flawless. They're designed to raise brand awareness about the Mac and Apple as a company. In that respect, yes, they are effective. The Mac and PC guys are household names.
Ask that same few thousand people who switched if they've ever seen or heard of the Get a Mac commercials, and chances are they'll have a story to relate. Before these commercials, most Windows users that the commercials target may never even have known that Macs were an alternative.
Again, my point is reinforced that the only ones who get legitimately flustered by the mere existence of these commercials are the ones who jump at the chance to point out any flaw that Apple has had in the last 10 years.
These are no worse than anything Apple or Microsoft has done in the past. "Laptop hunters"? "I'm a PC"? This is not only no worse, it's just a standard Hodgman/Long commercial. I don't even know why this is a conversation at this point? My only assumption is that all the W kids must've thought they were gonna slip under the radar and not get called out this time around. It's not like Apple is outright lying.
I think it has to do with the perception of Microsoft's OS. Before, when the ads were targeting Vista, they were more or less in line with the general public perception of the OS, so they just seemed to be saying what everyone else was thinking. Now they're pretty much in direct conflict with, what seems to be, almost universal praise for Win7. So they seem a lot more petty and mean spirited. Also, given some of the recent problems with updates to Snow Leopard and iPhone OS 3.1, they seem a lot more hypocritical as well.
The latest Mac/PC ad seemed like "same old" to me (which has made for good commercials).
At this point, I'm more interested in imagining the world where Apple responds to the droid.does ads with commercials of their own to defend the iPhone. I don't see this happening for a while (assuming best case for Android), but it is fun to think about.
At this point, I'm more interested in imagining the world where Apple responds to the droid.does ads with commercials of their own to defend the iPhone. I don't see this happening for a while (assuming best case for Android), but it is fun to think about.
I have always been a PC user and have enjoyed these commercials in the past, but these really sound like they are reaching. All they are really saying is "Vista was so bad, that it took XP users this long to finally upgrade." They have been driving that point home for a few years now. Microsoft knows that, and that is why they released 7.
I completely agree with nelagster, PowerPC users don't even have the option of upgrading to Snow Leopard even if they were willing to pack up and move or whatever the commercial said.
I think it will be interesting to see Apple's response to Verizon using these tactics against them in the "there's a map for that" and Droid commercials.
I completely agree with nelagster, PowerPC users don't even have the option of upgrading to Snow Leopard even if they were willing to pack up and move or whatever the commercial said.
I think it will be interesting to see Apple's response to Verizon using these tactics against them in the "there's a map for that" and Droid commercials.
They're stale and Apple needs to abandon this campaign immediately.
That said, I'm sure this round of ads will be effective to the audience they're targeting: the average consumer debating between a new Windows 7 PC or a Mac. The rest of us will just have to put up with them for a while, unfortunately.
That said, I'm sure this round of ads will be effective to the audience they're targeting: the average consumer debating between a new Windows 7 PC or a Mac. The rest of us will just have to put up with them for a while, unfortunately.
I kind of liked these ads. But recently they are plain mean. I'm a Mac user, but also respect all the hard work that Microsoft puts into his software. Ok Vista was bad, so what ? They rushed into it. But I truly liked XP and Windows 2000 was also good.
I hope that Windows 7 will be a good thing !! My sister and brother are Windows users, so I will be able to see what it looks like
I hope that Windows 7 will be a good thing !! My sister and brother are Windows users, so I will be able to see what it looks like
Yeah, I really liked Win2K as well. Waited until 2006 to install XP over it on my home system. I didn't even want to do it then, but new devices were starting to come out either without 2K drivers or with very old ones and no support. Still, XP was great, too, and I still use it at home. Am stuck with Vista at work now, as my old system blew a motherboard over the summer, and the new HP Pavilion has integrated RAID and Net controllers without XP drivers. Can't wait for us to get a Win 7 site license. Sigh.
I have not been a big fan of the "Mac vs PC" commercials ever since they stopped talking about how good Macs were and started just bashing PCs. Apple released a whole bunch of product refreshes and a great new mouse, but the only thing their ads are talking about is how much Windows 7 sucks.
Apple had better not drop the ball. With all their sniping at Microsoft, the next version of OSX had better knock the ball out of the park instead of just being a polished up version of the last version. Let' see some new innovations next time, eh?
I've been using Mac for a long time. My first one was an original back in 1985. Considering all the issues MacOS has had over the years, going all the way back to Windows 2 is a little disingenuous at best. OS/X is a great OS (I'm also a Unix geek going way back before the Mac, so of course I like OS/X), but let's not forget that OS9 didn't have preemptive multitasking or memory protection, and many earlier versions of MacOS were slow and crashed at the drop of a hat.
I think that the Mac ads are not targeted at the typical person who is a member of gdgt. The general public "knows" that Vista was bad, and, to them, these ads will probably be effective. Microsoft can say all that they want that Windows 7 is great (and I agree that it is), but the very people who are probably most at risk of malware issues, slowdowns from the install of the massive crapware that comes with most consumer Windows PCs, the people most likely not to have updated anti-malware apps, are the people who will be most tempted by a potential switch. Technophiles will not be fooled, but they are not the ones being targeted.
Great point. The commercials make a comment, but they won't convince someone who already knows what they want. Taking part of the Windows 7 launch buzz is a great time to reiterate your market position. The last two spots are just jabs at the Super Fun Migration and Installation part of installing Win7 anyway... pretty good if you're watching TV since you can't use your computer.
Watching them a few things came to mind: As of July- 93% of OS's worldwide were Windows- I haven't seen any sort of "Mass Exodus" to Mac. Moving stuff seems like a dumb focal point of an ad campaign, because moving files to Mac certainly isn't any easier than upgrading to 7. And also- didn't Snow Leopard Break lots of programs? I knew more than a few people held off installing it because it broke things like Photoshop.
1. Add me to the list of people that are tired of Apple just saying Windows is bad instead of showing off what Snow Leopard can do...or for that matter even mentioning Snow Leopard in their commercials.
2. MS should sue Apple for false advertising because of the "Broken Promises" ad. Those "Flashbacks" never happened but give mom and pop computer user the idea that it did.
3. Speaking of mom and pop user, if Apple wants to have to deal with people using their OS that are stupid enough to open that attachment they got from an unknown source or click yes when asked to install some great new browser toolbar or give their SSN and bank account information to an African prince so he can shuffle some funds around, then I say let them have it. Then maybe they can find out that no matter how rock solid or stable an OS is, you can't code for stupidity. One of my favorite sayings is, make something idiot proof, they'll make a better idiot.
2. MS should sue Apple for false advertising because of the "Broken Promises" ad. Those "Flashbacks" never happened but give mom and pop computer user the idea that it did.
3. Speaking of mom and pop user, if Apple wants to have to deal with people using their OS that are stupid enough to open that attachment they got from an unknown source or click yes when asked to install some great new browser toolbar or give their SSN and bank account information to an African prince so he can shuffle some funds around, then I say let them have it. Then maybe they can find out that no matter how rock solid or stable an OS is, you can't code for stupidity. One of my favorite sayings is, make something idiot proof, they'll make a better idiot.
I'd dispute that quite a lot - as the current and ex-owner of more lemony Apples than I can shake a very long stick at.
Absolutely, people are easy to reach, easy to talk to and they generally do what they say - and turnaround is good for a non-uplifted consumer warranty. But let's not forget that when you pay for Applecare, what you get is more of the same.
A lot of clearly Apple-biased surveys fail to take that into account.
As far as OS support is concerned, I have been very, very surprised over the last few years, especially since Vista, to get better resolution out of both Dell's consumer and business support than Apple for obscure issues. I've heard far more 'OK sir - I'll start you off on how to do an archive & restore' than 'OK sir - start Regedit.exe'.
Which would you actually pick given the choice? A warranty with nice people who're careful not to injure your ego but with a turnaround of a week or more, someone with a much more no-nonsense air who can have the same machine working the next day for the same price - or someone who charges triple that and can't even guarantee the same level of response or spares availability (the case with many Apple service providers)?
I'm often apoplectic at the dire reality of the pointy end of Applecare, and at the lackadaisical approach of even highly rated AASPs when I was trying to go through them to get faulty machines repaired. Apple is now the only vendor I actually I *have* to budget for spares when I buy, so that spares can be rotated in and out of repair.
Absolutely, people are easy to reach, easy to talk to and they generally do what they say - and turnaround is good for a non-uplifted consumer warranty. But let's not forget that when you pay for Applecare, what you get is more of the same.
A lot of clearly Apple-biased surveys fail to take that into account.
As far as OS support is concerned, I have been very, very surprised over the last few years, especially since Vista, to get better resolution out of both Dell's consumer and business support than Apple for obscure issues. I've heard far more 'OK sir - I'll start you off on how to do an archive & restore' than 'OK sir - start Regedit.exe'.
Which would you actually pick given the choice? A warranty with nice people who're careful not to injure your ego but with a turnaround of a week or more, someone with a much more no-nonsense air who can have the same machine working the next day for the same price - or someone who charges triple that and can't even guarantee the same level of response or spares availability (the case with many Apple service providers)?
I'm often apoplectic at the dire reality of the pointy end of Applecare, and at the lackadaisical approach of even highly rated AASPs when I was trying to go through them to get faulty machines repaired. Apple is now the only vendor I actually I *have* to budget for spares when I buy, so that spares can be rotated in and out of repair.
I've never actually owned an Apple, so I can't speak from personal experience, just from watching friends with Macs get somewhat decent care. Meanwhile, my boyfriend is still having issues with Dell after he sent his laptop in for repairs, and they sent it back after a few weeks with nothing actually fixed... and now one of the speakers no longer worked.
I personally don't like Macs, having used them at work and school, where the percentage of time I've spent weeping bitterly is far higher than any grief my homebuilt PC has caused me.
I personally don't like Macs, having used them at work and school, where the percentage of time I've spent weeping bitterly is far higher than any grief my homebuilt PC has caused me.
I have one MAC and three Windows machines. The MAC upgrade went smooth. I have had reinstall Windows 7 twice on the same machine and am heading for a third (there is some drive or software incompatibility). In all three windows machines, I have to reinstall all of the applications, and dig out the user data out from the windows.old file. Based on my experience the adds are funny and have some truth associated with them.
The difference is that Apple's ads are 100% attack ads. They don't try to tell people anything about their own product, they just bash Windows (and most of what they say is dishonest).
That's fine by me. They make Apple look like a defensive, smug company with no confidence in their own product.Their iPhone and iPod ads are quite good, though they obviously have different goals with those.
The Droid ads point out what the iPhone sorely lacks while also saying that the Droid phone has those features.
FWIW I hope they release that Droid phone in my country.
That's fine by me. They make Apple look like a defensive, smug company with no confidence in their own product.Their iPhone and iPod ads are quite good, though they obviously have different goals with those.
The Droid ads point out what the iPhone sorely lacks while also saying that the Droid phone has those features.
FWIW I hope they release that Droid phone in my country.
Personally, I prefer the Mac vs. PC vs. Linux ads from Novel: www.youtube.com/watch?v=8LAXg_UmzTY and the spoofs from TrueNuff: www.youtube.com/watch?v=t-L-0s-7-Z0
Not to mention learning a new system when you've most likely used Windows for years both at work and at home.
Plus any software and hardware you might happen to already own that often won't be compatible with Mac.
Plus any software and hardware you might happen to already own that often won't be compatible with Mac.
I'm an avid Mac user as well, as well as an owner of a lot of AAPL.
The key with these ads is that they've already established them as episodic, and they don't have to waste any time helping people understand what the ad is about. In many ways, the awareness of the campaign allows them to not waste too much time with style, and hone in on the perfect messaging to get across what they want to say. The template, while tired at times, stops people from fast forwarding through the ad because they recognize it and want to see it. Absolut knows a thing or two about "template/themed" ads, and the value they can have in multiplying awareness -- albeit with far more stylistic themes (vs. rational arguments in the case of these ads).
Also, more importantly, I think the Windows 7 upgrade path from Vista is the key opportunity here they're trying to hap on. If people are already having to backup their files, its really the perfect time to switch. It's a point I hope they continue to press, and something that can be extra effective for new iPhone owners.
The key with these ads is that they've already established them as episodic, and they don't have to waste any time helping people understand what the ad is about. In many ways, the awareness of the campaign allows them to not waste too much time with style, and hone in on the perfect messaging to get across what they want to say. The template, while tired at times, stops people from fast forwarding through the ad because they recognize it and want to see it. Absolut knows a thing or two about "template/themed" ads, and the value they can have in multiplying awareness -- albeit with far more stylistic themes (vs. rational arguments in the case of these ads).
Also, more importantly, I think the Windows 7 upgrade path from Vista is the key opportunity here they're trying to hap on. If people are already having to backup their files, its really the perfect time to switch. It's a point I hope they continue to press, and something that can be extra effective for new iPhone owners.
Apple's ride is much smoother (I've NEVER had any viruses or other malware with OSX) ... besides, with "Bootcamp" (support.apple.com/kb/HT1461) .... you can live in both worlds....ETc.
Not very well. Apple's drivers have always been compromised - and deliberately or not, Boot Camp based systems are notably less stable than 'real' Windows PC's of similar specification and price. Besides, there's the issue of having to maintain two OS's because OS X doesn't cover all bases for many people, at least far more than the reverse.
I'm stuck in dual-OS as certain programs I need only run on it, but Windows is a far more flexible OS, and with 7, now there really are no truly definitive benefits in going OS X - unless you are like me and need something which is OS X only.
Vista (and the very successful Apple Fanboi-driven hype around it's crappiness) was a gift for Apple. Not sure it's the case with 7.
On topic, the XP upgrade ad in particular is weak sauce - you're going to have to migrate either way, duh. They've spun it to the best of their considerable abilities, but still...
I'm stuck in dual-OS as certain programs I need only run on it, but Windows is a far more flexible OS, and with 7, now there really are no truly definitive benefits in going OS X - unless you are like me and need something which is OS X only.
Vista (and the very successful Apple Fanboi-driven hype around it's crappiness) was a gift for Apple. Not sure it's the case with 7.
On topic, the XP upgrade ad in particular is weak sauce - you're going to have to migrate either way, duh. They've spun it to the best of their considerable abilities, but still...
