Have you seen the new Apple VS PC ads? I am personally getting tired of these TV spots, (and yes I am an Apple fanboy.) It’s like flogging a dead horse. I think the current campaign is rolling on 3 years now.
Furthermore, I am kind of surprised. The apple brand has always thrived on the overarching concept of an understated confidence; which is visible in the industrial design of their products, the usability, user experience and so on. In a way the current TV spots are for Apple followers not people they are trying to convert from the Windows OS. They read like “Wow, do I feel superior, I have a Mac at home and after I watch that ad all is good: you have understated what brand confidence and a cult like following (or what else do you call people waiting in line 24 hours at the Apple store for a new product launch?)
So what is going on with Apple’s advertising in terms of persuading non Apple users? I mean constantly reminding people of how another brand goofs up is not exactly reflective of self-confidence. In fact, it makes Apple look like it is threatened by how Windows7 could actually be a real competitor to OSX. What’s more, in the eyes of a non Apple user, it might seem pretentious and it could even keep me from trying a Mac out of spite. (note the success of CPB’s latest “I’m a PC campaign. Yes fanboys it’s been a huge success.) While I’m not one of those people, I can see why people don’t use Macs because I felt the brand was too arrogant, or that I didn’t want to be part of a specific sect.
Let’s get something straight. I think Apple makes great products. Thank you Apple. I’ve been a user since my Color Classic, from the ancient days of yore. But please do us all a favor and, stop advertising, or change your approach. Your current ads have jumped the shark.First off you don’t need to advertise OSX and the computer hardware, and b) it doesn’t help your brand perception with non Apple owners. c) you can find other ways to reward your followers and expand your client base other than to spend it on ads that alienate potential users.