Columnist: 'Apple lifestyle campaign misses the point'

by , 3:25 PM EDT, May 4th, 2006

iTWire columnist Stan Beer on Thursday posted his critique of Apple's latest advertising campaign, claiming that not only does it miss the point, but it preaches to the converted.

He acknowledges that "the Mac is easier to use, more reliable, much better for music and movies and, despite recent controversy, much less of a security risk." He asks "Hasn't the general public known about most of these things since 1986?" and then provides his own answer: "Most people use a Windows PC at work or school, so usually they don't want something different at home."

Comparing the way the PC is represented in the ads with the way the Mac is represented, Mr. Beer continues: "The new Intel Macs now have the capability of running Windows natively. So what does Apple do? It alienates the fellow with the glasses, a potential new customer, by telling him he's not cool. The message for all those boring, stuffy, spectacle wearing, accountants, lawyers and middle managers is 'don't come to us - the Mac isn't for you; it's for the hip guy.'"

He then brings up an argument that he heard from a Unix expert, who told him that, in essence, Macs are preferable to Windows PCs because, not only is it very hard to get a virus to work in Mac OS X, but the worst it can do is delete a few files.

Mr. Beer concludes: "The boring guys in business suits would probably love to hear all about that stuff but they've just been told that the Mac is not for them. What a great way to increase your PC market share - not!"