In an effort to attract a wider market for the Mac, Apple is de-emphasizing its position as a maker of creative tools. Macworld UK reports that Apple feels the Macis reputation as a tool for designers is scaring some buyers off.
Appleis UK director, Mark Rogers, commented "There is the challenge of how you address the particular need that the customer has, rather than pitch the Mac purely as the creative tool, as I think that scares a lot of people off."
He added that Apple will address the issues that matter to computer users now, like system stability, security, and virus problems.