At the same time that Apple launched their new retail stores (we also posted some images from the new store), the company added a new retail section to their Web site. When preparing this piece to announce the new section, we noticed something much more interesting. For the first time in a long while, Apple is including some Mac vs. PC rhetoric in their marketing materials. Since the return of Steve Jobs and his declaration that the Platform Wars were over at MACWORLD NY, 1997, Apple has carefully stayed away from taking the battle directly to Windows, though they did attack Intel before Motorola fell so far back in the MHz Wars. That seems to have changed. In the new retail Web site, Apple uses the BMW/Mercedes Benz analogy to address the market share issue and specifically says the Mac is simpler, richer, and more human-centric than Windows (though "Windows" is not specifically stated, it is implied). From Appleis Web site.

This Saturday, Apple is opening its first retail stores. Hereis why:

Apple currently has around 5% market share in personal computers. This means that out of one hundred computer users, five of them use Macs. While that may not sound like a lot, it is actually higher than both BMWis and Mercedes-Benzis share of the automotive market. And it equals 25 million customers around the world using Macs.

But thatis not enough for us. We want to convince those other 95 people that Macintosh offers a much simpler, richer and more human-centric computing experience. And we believe the best way to do this is to open Apple stores right in their neighborhoods. Stores that let people experience firsthand what itis like to make a movie right on a Mac. Or burn a CD with their favorite music. Or take pictures with a digital camera and publish them on their personal Web site. Or select from over 300 software titles, including some of the best educational titles for kids. Or talk to a Macintosh “genius” at our Genius Bar. Or watch a demonstration of Mac OS X, our revolutionary new operating system, on our theateris giant 10-foot diagonal screen.

Because if only 5 of those remaining 95 people switch to Macs, weill double our market share and, more importantly, earn the chance to delight another 25 million customers.

Here we go...

The retail Web site has more information on the features and plans for the companyis retail stores as well. You can find more information at Appleis Web site.