The honeymoon is DEFINITELY over; check this out!

  • Posted: 09 June 2002 08:51 PM

    From todays’ (Sunday) NY Times:

    http://www.nytimes.com/2002/06/10/business/media/10APPL.html

    Apple Ad Campaign Stars Former Microsoft Users
    By JOHN MARKOFF

    AN FRANCISCO, June 9 — Apple Computer plans to begin a nationwide print and television advertising campaign on Monday focusing on people who have switched to Apple’s Macintosh from computers that use Microsoft’s Windows operating system.

    The series features individuals standing against a white background talking about how they felt after moving away from Windows. The statements are meant to be informal and personal, and one Macintosh convert likens using a Windows-based computer to “being stuck in a bad relationship.”

    The $50 million campaign was produced by TBWA/Chiat/Day and directed by Errol Morris, the documentary filmmaker who directed “The Thin Blue Line.”

    Apple’s co-founder and chief executive, Steven P. Jobs, said the company selected the people in the ads from more than 10,000 e-mail messages it had received as unsolicited testimonials.

    “The most important thing for us is that viewers are smart about advertising,” he said. “We’ve all had too many tobacco companies tell us they’re good guys to believe advertising. We let these people speak for themselves.”

    He also said he did not think the ads would offend Microsoft, a company that has a relatively fragile relationship with Apple.

    “Our relationship with Microsoft is really pretty good,” Mr. Jobs said. “What’s a few market-share points between friends? It wouldn’t matter to them, and we would be eternally grateful.”

    (Ummmm…no one knows better than Jobs how paranoid & dictatorial Gates is…he has to have one HELL of an ace up his sleeve to make such an obviously “naive” statement!)

    He said the new campaign would be Apple’s largest since the company’s “Think Different” campaign, which began in 1998.

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  • Posted: 09 June 2002 09:11 PM #1

    I think Steve knows what he is doing. Any action to crush Apple on MS’ part would simply invite more legislation against them at a time when even their considerable legal and political clout has just barely held the dogs at bay.

    Apple needs more advertising of all types, and I think they’re finally wising up to the fact that the only reason they survived the early nineties is because they have a core fanbase of macheads who have gone out of their way to endorse the platform to their friends, family, coworkers, etc. Everyone is so used to frustration with computers, primarily due to the dominance of Microsoft. Especially with Mac OS X finally ready for primetime Apple now has a platform that can be everything Linux still isn’t.

    Personally I would like to see ads that feature animated Dogcows touting the coolness of apple hardware, but maybe thats just me :D

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  • Posted: 09 June 2002 09:15 PM #2

    That is cool!  Thanks for the heads-up.  Can’t wait to see what they’ve come up with.  Geez, guess I’ll have to watch TV in the summer! :D (Nah, probably will have the commercials online.)

         
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    Posted: 09 June 2002 09:18 PM #3

    Re: Holy Crap! The honeymoon is DEFINITELY over; check this

    [quote author=“BlueDjinn”]From todays’ (Sunday) NY Times:

    http://www.nytimes.com/2002/06/10/business/media/10APPL.html

    Apple Ad Campaign Stars Former Microsoft Users
    By JOHN MARKOFF

    [S]AN FRANCISCO, June 9 — Apple Computer plans to begin a nationwide print and television advertising campaign on Monday focusing on people who have switched to Apple’s Macintosh from computers that use Microsoft’s Windows operating system.

    Whoa! :o

    “Our relationship with Microsoft is really pretty good,” Mr. Jobs said. “What’s a few market-share points between friends? It wouldn’t matter to them, and we would be eternally grateful.”

    (Ummmm…no one knows better than Jobs how paranoid & dictatorial Gates is…he has to have one HELL of an ace up his sleeve to make such an obviously “naive” statement!)

    Yes, or he’s been smoking too much ... whatever.

    I am torn between jumping for joy that the war has been joined or covering my head for the same reason.  However, a line from ST:TNG comes to mind:

    “Tell Starfleet we have engaged the Borg.”

    MacTad

         
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    Posted: 10 June 2002 12:09 AM #4

    w00t!  :eg:

    Go Steve!  I’ll go and wave at his office when I’m having lunch on Apple campus Wednesday.  :grin:

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    Still evil, after all these years.!

         
  • Posted: 10 June 2002 02:55 AM #5

    “Tell Starfleet we have engaged the Borg.”

    Resistance is NOT futile. We will not be assimilated…  8)

    Seriously, this is very good news.

         
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    Posted: 10 June 2002 04:43 AM #6

    It is just to be hoped that Apple will realize that there is more to the world than North America alone. I have seen almost no advertising her in Belgium for the new iMac, saw very little for the old iMac, and basically nothing for any other Macs since 1990—certainly nothing on television at all. As a result, a doctot who visited me in March was delighted to see my old iMac—he uses a computer in his practice, but had never seen an iMac—and more recent visitors are simply astonished by my new iMac, not having heard or seen anything else about it. These are not people who do not read newspapers or are in any way sub-normal: these are your everyday professional and personal computer users. The message is clear: the message isn’t getting through! Apple has a great product and lousy marketing and I suspect that this is fairly general throughout Europe. I remember when I was trying to get Macs into the European Union, I received no help at all from Apple Belgium—they simply refused to provide demo models or any assistance other than giving some addresses of dealers—not the way to work and a negligence that undoubtedly cost Apple many sales and a great foothold.

         
  • Posted: 10 June 2002 05:07 AM #7

    Apple has a great product and lousy marketing and I suspect that this is fairly general throughout Europe.

    Correctamundo. In Holland, advertising is very poor too. The only tv commercial I’ve ever seen was the iMac II several years ago. Macs do appear on tv a lot, though. That’s because all major broadcast networks use Macs in their offices. So, most of the tv series feature B&W G3’s, iBooks, iMacs and appearantly a lot of B&W and Graphite Studio Displays (usually 17”; 21” won’t show who’s behind it :wink: ). The very rare B&W LCD screen seems to be circling around the studios, too. I’ve seen it in at least 3 different series.

    As far as advertising is concearned, Apple Benelux sucks big time :x

         
  • Posted: 10 June 2002 05:46 AM #8

    Click me, you know you want to…

         
  • Posted: 10 June 2002 05:49 AM #9

    The time is right

    It is a good idea for Apple to engage in this advertising campaign for several reasons.

    First, it gives Apple the chance to put its money where its mouth is. I’ve noticed that most of the Windows users I know that knock Macs do so in ignorance. Most of them haven’t extensively used a Mac since the pre-G3 days (if they’ve ever used one at all), and the others are simply voyeurs. With this campaign, the Mac bashers will be put in the uncomfortable position of actually justifying why they think they are using the superior platform, and market share won’t be an acceptable excuse.

    Second, there are some deficiencies in Apple’s software and operating systems that will be brought to light by this campaign. Windows users will be the first to complain about functionality that the Macintosh lacks. To respond, Apple will either have to convince those people of the function’s relative unimportance or actually work to address the issue. For example, if Windows users said that they couldn’t buy a Mac due to poor printer support in Mac OS X, do you think Apple would continue to sidestep the issue? Don’t get me wrong; OS X is great, but the printing blows.

    Finally, this campaign will establish Apple as a an official competitor of Windows as a computing platform. The first thing out of people’s mouths when they find that I’m a Mac user is, “Ah, so do you do graphic design or music?” How about I check my email, play games, surf the web, maintain my journal, write books, talk to my girlfriend in Japan, produce home videos, archive music, organize digital photographs, design web pages, and everything else? The world needs to know that the Mac is not just a niche product.

    I see nothing but pluses for Apple, and I am anxious to see how this situation develops.

         
  • Posted: 10 June 2002 06:46 AM #10

    Attack myths, not Windows

    The enemy is not Windows, but false myths about Apple. If people realized that there IS software for Mac, that email is no different, that JPEGS open in Photoshop, MP3s play better, and that their peripherals will work fine…then we will start seeing serious forward migration. And advertising is the best method for this. It’s time for Apple to educate people on the facts, and these ads are a great start.

         
  • Posted: 10 June 2002 06:58 AM #11

    [quote author=“davidneale”]It is just to be hoped that Apple will realize that there is more to the world than North America alone. I have seen almost no advertising her in Belgium for the new iMac, saw very little for the old iMac, and basically nothing for any other Macs since 1990—certainly nothing on television at all

    I have the feeling Apple gave up and have been re-grouping on the home front. I’ve seen quite a number of iPod commercials on TV here in Sweden, but other products are completely invisible. It’s incredibly difficult to even find a Mac store. Apple Sweden is doing almost nothing to promote their products. It’s a complete mess. At least it can’t get any worse.

         
  • Posted: 10 June 2002 07:00 AM #12

    I find this pretty funny:

    One of apple’s “switch” questions is:

    “Can I use my two button mouse?”

    Gasp, does this mean Steveo actually RECOGNIZES that one button mice are from the dark ages?

         
  • Posted: 10 June 2002 07:10 AM #13

    Gasp, does this mean Steveo actually RECOGNIZES that one button mice are from the dark ages?

    Are they? Tell me about it, tell me more…

         
  • Posted: 10 June 2002 07:26 AM #14

    I’ve been browsing through the new Switch section of the Apple site for half an hour now.  This is not just a little page, by the way, it’s a major section of the site and gets prominent billing on the top tabs, right after the logo home tab and the Store tab.  There is lots of good stuff in there.  Dig into the questions section and you’ll even find comparisons stating why iTunes is better than WMP, why iMovie is better than Movie Maker XP, why iPhoto is better than Windows XP My Pictures….  They’ve really gone all-out here with the Switch motif.  Great stories from real users, too.  I can’t decide if I like the real user TV commercials, but the point isn’t whether I like it but if the public takes to them.  I dunno.  Guess we’ll see.  The site is excellent, though, and the commercials direct people to that address, apple.com/switch

         
  • Posted: 10 June 2002 08:04 AM #15

    Reaction From M$?

    It will be interesting to see how M$ responds to this campaign. Let’s hope it takes the form of ‘infomercials’ instead of a reduction of support for the MacBU’s current projects.

    Regarding overseas advertising… that’s really a shame. People are people. This type of campaign would work anywhere and the message needs to get out about Apple’s great line of new products. I hope they have a cohesive plan to grow their presence in Europe and elsewhere.

    And if this campaign acts as a catalyst for smoothing OS X’s remaining rough edges, all the better…

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