Apple: Time to Drop Anti-PC Sarcasm from TV Ads
I always looked forward to seeing new "I'm a Mac - I'm a PC" ads on television. As a long-time Mac fan and a marketing pro, I really admired these spots. They were smart and edgy, yet friendly. They were fun. They differentiated Macs from PCs. From a marketing perspective, they were appropriate to Apple's David fighting Microsoft's Goliath. And they worked really well, perhaps better than any other mass-market technology product ads.
Now I wince every time I see a new one, hoping its smug attitude and condescending tone doesn't go too far.
This guest post was written by Frank Cioffi.
I also relished how Apple's spots unhinged Microsoft, prompting the Goliath to produce its own, usually inept, TV ads that broke a major rule of marketing: never appear reactive to a smaller competitor. Microsoft's PC ads and the flurry of Ballmer-isms that accompanied them, all on the heels of the Windows Vista catastrophe, actually seemed to reinforce Apple's point.
But what has worked for Apple over the last three years doesn't seem to work as well now. Call it a psychographic observation, but the theme is getting tired, and the emotional impact of the ads has shifted. The superior, mocking tone of the ads sometimes goes too far, especially now as the new Windows 7 is being well received. Don't get me wrong. I'm a born-and-raised New Yorker. I like sarcasm. But for me, edgy has gone over the edge in some of these ads.
Do we Mac users tend to feel superior? Of course. We know we enjoy the world's most elegant operating system. But when a Mac evangelist like me starts feeling mildly apologetic about these spots and empathizing with the PC guy, something is amiss.
Does Apple's research show that prospective Mac customers, their intended audience, still like these ads? I assume so. But perhaps Microsoft's jab at Apple in its TV ads earlier this year (the one in which PC buyer Lauren says, "Maybe I'm not cool enough" to be a Mac person) was accurate, signaling that Apple's approach borders on arrogance, especially as it gains ever greater market share.
While Mac's market share still pales in comparison to Windows, Apple is no longer a David. With its omnipresent retail stores, the iconic iPod and the runaway popularity of the iPhone, Apple is a real and perceived leader. It has a market cap of over $170 billion and more cash than Cisco or Microsoft. Its TV ads, its recent mishandling of App Store developer issues and criticism from prominent tech journalists show that the Apple perception machine is showing cracks. The company is starting to appear arrogant.
To its credit, Apple's iPhone television ads are clean and crisp, relaying useful features and the latest apps. And not all of the Mac-PC ads are disdainful. The recent one with actor Robert Loggia as PC's coach is fun. But the spot portraying a top-of-the-line PC model as a semi-sleazy sales guy? That's when I cringe. The new spots reacting to Windows 7? Not so bad, but they still rely too much on criticizing Microsoft. There's a difference between conveying product superiority and having a superior attitude.
For this Mac fan, these ads are past their peak. They were great fun for a while. But it's time to shift the tone or move on. Certainly Apple's creative teams can come up with a follow-up act that is informative, entertaining and edgy, without sounding smug. Otherwise, Apple runs the risk of (gasp!) emulating Microsoft.
Guest author: Frank Cioffi is editor and publisher of Apple Investor News, the Apple-only news aggregator and part of the Tech Investor News network..
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I was nearly lost to Apple way back in the late nineties, and then one failed OSX upgrade on an iMac later, I was done. Not fanatically anti-Apple, but I think you're right on the ads.
The other thing is it might be nice for them to start framing themselves as being right up there with MS instead of an underdog attacking them all the time. Their software is great, and I don't think the only way to sell it is by comparing it to your comptetitor. I think it could be effective to just portray themselves as the default choice, not an alternative choice.
Who knows, maybe the sarcasm still works great. But it's annoying, and I even used to like Justin Long on Ed. It's enough already.
I agree.. The ad aims at convincing customers that Win 7 is as good as a Vista.. (and I DISAGREE!) This would be fine if it was not Apple advertising against Microsoft. I mean these are the two greats in the tech industry. I would expect little more class in the competition..
ITA with this article, I was just thinking about this the other day, that the ads are starting to make the Mac folks look like jerks. LOL
Negative advertising about competitors has always been an issue in my brain. We're taught as children and onward not to put others down, that we're just showing our own insecurities and jealousy... I guess I can't help but transfer that line of thinking over to advertising.
It's one thing to compare yourself to the competition and show how you're better. Chevrolet's recent commercials about gas efficiency compared to Honda is a good example. They didn't bash Honda or say anything overtly negative about them, just pointed out that Chevy cars are just as if not more gas efficient. It's another to try to bash the competition and just constantly say what's bad about them instead of selling your own brand. If the only way Mac can sell itself is to slam PC than perhaps they need to go back to the drawing board.
Two of the three new ads don't take shots directly at Microsoft AT ALL. They simply suggest that since XP users need to move all their data, etc., why not move to the system that's #1 in customer satisfaction? The implication, obviously, is that the best upgrade path for a lot of (most?) XP users is to buy a new machine. This is a perfectly reasonable suggestion; calling the ads "smug" or "condescending" makes no sense whatsoever.
To think this is no longer a potential David/Goliath fight is silly. MS fixes a broken OS and look at all the sympathy they're getting. All this knee-jerk defensive reaction for the company with 95% of the global market against the company with under 4%.
Microsoft grabbed the FUD title from IBM 20 years ago and still owns it. If Apple can't even suggest that you buy one of their machines -- at a time when buying a new machine is a legitimate option -- because of their excellent customer service without being branded "smug", I know the MS astroturfing, lazy pundit, shill machine is still working as well as ever.
I've always thought these ads were way too skewed and ridiculous. Even with Apple's current visibility, Macs still only account for a smaller percentage of the installed computer base. Once there's a bigger user-base for hackers to prey on, Macs won't be touted as the invincible easy to use computers as they are now.
I know Windows isn't perfect, but it works for me. All of the potential threats out there have made me because a smarter computer user, and Microsoft's third-party support can't be beat. That is another reason Macs enjoy their lack of problems: the majority of the software on the platform is made by Apple or scrutinized by Apple. While the product quality assurance is nice, it's not so great that I'd give up the right to do whatever I want to MY computer. I can barely deal with it on my iPhone, I can't imagine how aggravating it'd be on a computer.
I don't despise Apple for their products; I despise Apple's methods. That famous 1984 ad...I don't think it was a declaration of change as it was a declaration of operating principles, and now their starting to become as arrogant as their customers.
Remember those Windows "I'm a PC" ads? The ones where diverse types of people declared their use of PCs and left it at that without taking a jab at Apple? THAT was an awesome marketing campaign. As time passes, the two platforms are becoming less and less disparate...
I think you and other tech writers pay way too close attention to these ads. They aren't directed at you/us and the average target audience probably doesn't see that many of them, they certainly don't rush to the Apple site for the latest.
They've worked extremely well and I personally think the series/theme still has plenty of life.
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As with any series though, some work better than others.
Apple is long-past its rise to smugness. The attitude of fan bois and Apple Store employees should be enough.
Every time I walk into an Apple store, I'm bombarded with insults against my choice of desktop, and given a plethora of reasons why my very powerful and custom-built machine that costs 1/3 the price of the most powerful Mac Pro is less perfect than the Mac Pro.
Excuse me? I spent $1200 and days of research to build my system on the platform of my choice, which performs flawlessly and I have never needed an "Apple Genius" to fix (because it never needs fixing). I do not need Apple Store employees to give me their opinion about a computer they've never seen nor used, particularly when I didn't ask them for their opinion in the first place.
This happens almost every time I go to an Apple Store. Either a customer or an employee feels the need to tell me how wrong I am.
Apple may not promote this by directly asking their customers and employees to convey such feelings, but they certainly do promote the feeling that Apple is superior. By playing on the rampant fan boism, they have created a community that believes itself better and targets those unlike them with great prejudice.
It is simply unnecessary. I do not go around telling these people how great my machine is, because I don't need to prove it to anyone nor myself how great it is. I know it's great and only I need to know that.
Thanks for humoring me with allowing me to post this comment.
When these commercials first came out I looked forward to seeing them, even though I was, and am still a big supporter of PC's. The old commercials were usually funny in some way, and usually had a bit of truth to them. But the new commercial concerning Windows 7 is really weak and is completely false. If your going to insult Microsoft, do it properly.
It not about the changing the campaigns its about how you change the perception like a brain feed with the same kind of ads forever
read more here
http://thetechnologycafe.com/apple-releases-two-commercials-taking-a-swing-at-windows-7/
I've been a PC/Windows user for ages and have no interest in things Apple/Mac/iWhatever, but I enjoy the ads!
There are many idiocies with Windows that should be subject to criticism and if these ads help convince M$ to improve Windows, then I'm all for it.
I actually wonder if Apple has cornered themselves now that Microsoft has created "I'm a PC" tag line. Your either Mac or PC is the message most consumers hear.
It would be great Apple take the piss a bit and do a "I'm a PC" version too considering all their hardware runs windows software.
As a dual Mac/Windows user and a Linux dabbler, I've always found sentiment-based arguments stupid. There are valid points re: viruses, but really. When one makes an Apple-friendly purchase decision, one pays for design more than anything else.
Call me practical, but when I was shopping for a media-creating workhorse of a laptop for editing video and audio content, I was looking at pricetags, too - not just looks or fanboyish advertising. I found a great PC for a third of the price of a comparable Mac, and I couldn't be happier.
Plus, in tech and media circles, being a PC user now makes me a nonconformist. And that makes me very happy.
I'm only commenting because I recently saw thes as part of the whole series - http://www.apple.com/getamac/ads/ - watching the latest bunch made me laugh and cringe and think "burn!" just like the first lot did. Over-analyse much?
P.S. the tab-indexing on your comment form fields is broken.
I agree!
Apple and Microsoft need to get together now, if they ever plan to make life in the mobile and online space easier for us users, and hence more profitable for them!
no matter how a person may feel the ads are smug or overly so, if apple is gaining market share and that is their goal with the ads, then, aren't they working?
and interesting as how someone could claim they "only" spent $1200 to build a machine they spent days researching and hours building. its like their time is free, i know mine is not.
~KM
In general, had the same reaction. Used to skip all ads on my DVR except these. Now disappointed, hopefully temporarily.
Mr 3.0 did have a great outfit and flip-up sunglasses, tho.
Seeing this historical montage made me nostalgic and brought back happy memories (3.0, WFW 3.11, Win95, as well as some Apple OSes, really were magical tools and toys for many of my clients). If they'd gone for the issues and false promises of Windows ME and Vista, the humor would have flowed much better.
When you make fun of someone and "miss," it really makes an impression.
Always need to evolve or re-invent to stay fresh and relevant. It's a risk to stand pat, and a different risk entirely to move forward. From Apple, I think we all expect that forward reaching risk. Time's now. I'm waiting for something cool.
I very much enjoyed Frank Cioffi's article.
Like Jolie O'Dell, I am a Mac, AND a PC, and I see plenty to like and mock about each.
In my office I have a a new iMac and HP desktop computer, and in my travel case I have a Thinkpad, and in my backpack I have a Macbook Pro.
That may seem excessive to some, and I admit there is a great amount of overlap in terms of functionality, but each computer focuses on certain things and I have a system that works well for me.
As for the ad campaign, yes, it is often funny and entertaining, but without question it is a very old campaign, and often comes off as arrogant. Clearly, Apple has a superiority complex and isn't afraid to flaunt it.
Mostly though, with every new "I'm a PC" ad, Apple is also telling the world, "Yeah, we know it's been 3 years, but we can't come up with any more good ideas, so we're milking this one some more."
BTW, if Microsoft wanted to, it could definitely come up with its own "I'm a Mac / I'm a PC ads." They could start with making fun of how Apple is great, providing live only in Apples bubble... buy music from Apple, buy web services from Apple, buy disk storage from Apple, buy wireless routing from Apple, buy software from Apple... if you don't care much about choice, choose Apple.
Humorous note: the cool and casual guy has to PRETEND to be the boring business guy when a user wants to do casual fun things, like, oh, I don't know, play games? Last time I checked, there is no Steam for Mac...
I agree. The Apple ads used to be fun but now they're just getting silly.
#12,
“I found a great PC for a third of the price of a comparable Mac,“
No. That could only be possible by stretching the definition of “comparable” past the breaking point of any reasonable person.
“Plus, in tech and media circles, being a PC user now makes me a nonconformist. And that makes me very happy.”
Nice try to limit the audience, but being a PC is NEVER nonconformist (hint: 95% vs. 4% globally). More importantly, it’s odd you’d claim it makes you “very happy” when you opened your comment by saying that sentiment-based arguments are stupid.
#18,
“Like Jolie O'Dell [#12], I am a Mac, AND a PC,”
No, or the rest of your comment couldn’t have been written.
“They could start with making fun of how Apple is great, providing live only in Apples bubble... buy music from Apple,”
Right, because the music I buy from Amazon, and eMusic, and other MP3 providers, as well as the CDs I rip don’t work with Apple. Oh wait, they do, so why are you even commenting on this?
“buy web services from Apple,”
Right, because Google’s and Yahoo’s and Microsoft’s email/calendar/contacts don’t work with Apple. Oh wait, they do, so why are you even commenting on this?
“buy disk storage from Apple,”
Right, because Dropbox, or Microsoft’s Sky Disk, or Mozy backup, or other web-based storage solutions don’t work with Apple. Oh wait, they do, so why are you even commenting on this?
“buy wireless routing from Apple,”
Right, because Linksys and other routers, indeed, routers that support the 802.11 b/g/n standard don’t work with Apple. Oh wait, they do, so why are you even commenting on this?
“buy software from Apple…”
Right, because Microsoft’s Office, Adobe’s Photoshop, Lightroom, Premiere, Mozilla’s Firefox, Google’s various offerings, etc., don’t work on Apple. Oh wait, they do, so why are you even commenting on this?
Seriously, 1986 called and it wants its ridiculous argument back. And these nonsensical statements were made after trying to establish credibility by claiming to be Mac AND PC! Please.
Look, Jolie’s a self-admitted Microsoft fangirl, and at best you’re an uninformed Mac user. In either case I don’t care that you prefer Microsoft, support them, praise them, etc. My daily job requires Microsoft and I’m cool with that, though I prefer Mac by a wide margin. In short, it’s not your Microsoft love (or Apple hate) that I care about.
What bothers me is the use of 20-year old arguments to support your MS love and/or anti-Apple rationale.
I hope that if Apple and Microsoft get together they can create miracle. Apple ads nowadays are becoming blunt. They really need to look for some good creative director.
These two giants should simplify life without stepping on each others toe. It's better to come up with ideas taken from both eye-views. "...There's a difference between conveying product superiority and having a superior attitude..." Which is really not healthy if literally taken.
If people would do some research, the thing that really hurt Windows Vista wasn't 'false promises', but a consumer base that was expecting way too much. MS did a good job on Windows with security and stability.
I am in no way a Mac or PC fanboy - I like Ubuntu - but when I was searching for a mainstream laptop, I compared Mac and PC and found that I could get a better laptop from Toshiba - with better ratings and customer satisfaction - than I could from the Apple Store, for 1/3rd the price. Apple is better, but not 3x better.
there is only one thing to say about these ads - they're just proving that microsoft windows is superior to Mac OSX tiger, leopeard or snow leopard, or whatever animal name they will come up with (maybe slug...). I have always been lost when people say everything they can do on a mac - almost every one of them I was able to do on my PC, and for those who noted I said almost - I'm talking about XP here, not 7, not even Vista, but XP. (When was the release of XP? I think 2001, since when apple has unveiled a big load of nes OS's, but microsoft only 2, and it would have been one if Vista would have had more success.) I'm sure they've gotten those features on (or feature? I've only heard one until now) and much more on 7, or even Vista. It's all about the visual effects (example: genie minimize) which gets people hooked to their macs. How do I know? I was using macs in my school that were about 7 years old and extremely laggy. As I was playing around with the effects, I started thinking: "Wow, I think a mac would be a good computer for me when I grow up - I mean it wouldn't lag like this one - this is just old - ..." and somehow, mentally, something hits me on the head. and I notice that the effects is what it's all about. The "You and your new iMac were made for each other" or iwhatever thing also contributes to that. Someone in my class is a mac and I think she's in love... At least PCs don't have major bugs that wipe the hard drive or whatever like in snow leopeard.