I keep waiting for one of these fawning iPod reviews to pose the question: "Wouldn't it be great if Apple could make a computer as well-designed as the iPod?"

It'll happen eventually.

Someone has to take responsibility, and that person is SJobs. If you want the world to take notice of the Mac, look no further than Mr. Jobs. That is why these companies have leaders. What on earth is holding the Mac back? Well, take a good long hard look, and you tell me.

The iPod is great, but SJobs words seem to be bearing fruit, and it is the next great thing, and the Mac is being milked into obscurity.

Hopefully come July 16 (Qtr reports) will be a reality check (wake up call)for some of you guys.

There is all kinds things that Apple can do to promote the Mac and insure the vitality of the platform, we all know it, but once again you have to look where the buck stops.
And where the Buck stops, unfortunately that is where the Mac stops too!

Creative Labs marketing manager Nick Angelucci:

"If I had that sort of money for marketing, I would be doing the same thing."

I think it's interesting that he attributes the iPod's success to marketing. Fortunately they just don't get it.

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Anonymous wrote:

I think it's interesting that he attributes the iPod's success to marketing. Fortunately they just don't get it.

Well, I don't think it can be denied that the marketing has been strong - and a significant factor in the iPod's success. I wouldn't describe it as the primary factor (let alone the sole factor), but it has played a big role.

Engine Joe and Guest are both right: The iPod's success is not limited to Apple's marketing, but it was the marketing that made this great music player into a cultural force that dwarfs even the Walkman.

I also think it quite ironic that Apple has been so successful in marketing the iPod, while the Mac's marketing has been largely ineffective, especially after Steve Jobs made his crack about helping the Kerry campaign with its marketing because he knows something about advertising.

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Bryan wrote:

I also think it quite ironic that Apple has been so successful in marketing the iPod, while the Mac's marketing has been largely ineffective...

I'm tempted to say "what marketing?". I haven't really seen any substantial Mac marketing in a couple years.

(IMO) Part of the problem with Apple's marketing when it comes to Macs is that it requires more substance than they give it. It's easy to play the style card on (for example) VW Beetles and not get dragged into discussing fuel efficiencies, etc, because at the core, it's a car - and no one really doubts that it can handle the basic things a car can do. So you have "car" and you add "hip" and mix.

The iPod required a little more explanation, but in the end, it's a simple concept - a music player with capacity, style, and sophistication. So you again have the proverbial "car" and you add "hip" to the mix.

Macs are a harder sell, and Apple isn't trying. When they do try to market them (all too rarely as it is), they do it in a purely style way (which admittedly did work for first gen iMacs, but the market was a little different then). People are afraid of the Mac OS because they don't know what it can do - or more accurately, they don't know that Macs can do all of the core things people want to be able to do. That it's easy to use to boot is icing on the cake! Yet Apple never mentions ease of use and Mac's many wonderful functions. They just say "look at this cool looking machine". They hit the "hip" part square on, but they don't seem to realize that people don't know that Macs are "cars" in all the essential ways that Windows-based PCs are.

The Switcher campaign tried to rectify that, but it wasn't handled right - it didn't get enough of the right information across and it didn't do it in the right way.

Although not Mac-focused, the next logical spot for consumer marketing would be Airport Express via television and print ads - iTunes everywhere in your home - for Mac and PC. But show the Mac and its version of iTunes in the ad.

And then really turn on the marketing with the next iMac especially if it is a G5. This would highlight the 20th anniversary in something like this:
20 years ago, the Apple Macintosh started a revolution. (Show green on black PC, then original Macintosh hello screen and mouse). An easy-to-use computer for the people. 6 years ago, the Apple iMac started another revolution. (Show original bondi iMac, then other-colored iMacs) An easier-to-use computer made affordable for all the people. Today, the Apple iMac G5 starts a third revolution (Show new iMac G5) An affordable easier-to-use computer made super-computer powerful and secure for all the people. Then as the ad talks about bringing the digital life together simply and powerfully in one place-the Mac hub, show cell phones, PDAs, digital cameras and printers, digital camcorders and DVDs, iPod, iPod mini, iTunes, iTMS, Airport Express, stereos, and some musical instruments. Show iLife app screens on an iMac, and iLife app names at appropriate places. The iMac G5 - Your digital life!

I better stop dreaming and get back to reality!!!

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Anonymous wrote:
Then as the ad talks about bringing the digital life together simply and powerfully in one place-the Mac hub, show cell phones, PDAs, digital cameras and printers, digital camcorders and DVDs, iPod, iPod mini, iTunes, iTMS, Airport Express, stereos, and some musical instruments. Show iLife app screens on an iMac, and iLife app names at appropriate places. The iMac G5 - Your digital life!

This is exactly what needs to be said, and it needs to be said in TV, print, in movie theaters ahead of films. Saturation. iPods sell themselves now. Spend some of that advertising budget on an ad that, when placed alongside that TV ad for Compaq's new craptatcular computer, will actually make someone think that the Mac is not only prettier, but better.

iPods are far easier to sell than computers. Someone that bought a cheap MP3 player might very well buy an iPod when they take a good look at it, or want to be "in". Someone that bought a Dell 6 months ago isn't going to be ready for a Mac - no matter how much they dislike their Dell.

Apple's growth in com=nsumer computer sales are primarily going to be based on "hands on" evaluations in stores, or looking at someone else's Macs. That basically means the Apple Stores and supporting retailers like CompUSA with well trained Apple employees. It's going to be slow, but solid.

Breaking into the business market that is tied up with Windows is different. It's going to take someone who is very knowledgeable going in for face-to-face presentations. Again, not a fast way to build a new customer base, but a sound approach. Apple's price/performance supports this approach as does TCO, support issues, and the lack of major virus/worm issues. The super computer achievements also support direct sales for business - especially since Dell could not match the price/performance of the G5 PMs.

Advertising is one of the most difficult approaches to use in selling Macs (as opposed to iPods). I have never bought a computer based on a TV ad, not have I paid much attention to them - except for the bloke bloke though wall with the G5. TV money would be better spent on face to face selling, either in business or in the retail environment - like working out a program where the Apple shop was moved to the front of a CompUSA store and not hidden in a back corner.

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kenaustus wrote:
I have never bought a computer based on a TV ad, not have I paid much attention to them - except for the bloke bloke though wall with the G5.

There ya go - Apple makes commericals you can pay attention to. So they should do it. Sure, you haven't bought a computer based on an ad, but TV advertising in this context would be more about awareness - and awareness on a more than 'aesthetics' level. You say Apple stores are good for getting that face-to-face trial of the Mac that wouold complete a sale. No one's going to set foot in an Apple store if their interest isn't already piqued.