I read a sarcastic article about Apple’s recent TV commercial campaign. It asked the question, “Macs too hip for PC users?”
That’s a good question, though the article itself was poorly constructed and mostly full of sarcasm.
Is the ad campaign working? That’s a better question, and one that deserves some thought and consideration.
The question, “Macs too hip for PC users?” belies the fact that many Mac users are also PC users, whereas, that’s less true the other way around.
Most PC users have little knowledge of Macs, and what they do know is incomplete and anecdotal at best.
Apple’s “I’m a PC, I’m a Mac” TV ad campaign is one of the longest running Mac campaigns ever.
Is that a good sign; a sign that the campaign is working? Or, is it pure desperation on Apple’s part to keep herding switchers in the door?
I suspect the former, not the latter, and most of those I know who have media experience say the same thing. It’s an ad campaign that’s working.
Back to that original question from the APC article by Nathan Davis—Macs too hip for PC users?
Despite Davis’ weak argument, holier-than-thou approach, elitist posturing, and inaccurate conclusions, the only answer is a resounding no.
That’s a no, however, to the wrong question.
Hip has little to do with anything in this advertising campaign. It’s all about effectiveness.
Is Apple selling more Macs these days? Can increased sales be attributed to a highly visible advertising campaign; TV and online?
The answer to the former is obvious. Mac sales are at record levels as is Apple’s revenue and profits. Clearly, something is working.
The answer to the latter question is less obvious, other than the fact that everyone is talking about the campaign, the whole Mac vs. PC thing, and Apple is pouring good money into buying time on network TV.
That tells me the ad campaign is a big hit. It solidifies the faithful and catches the attention of the switchers. And it sells computers. That’s the bottom line.
The headline question of controversy is, “Are Macs Just Too Cool For Average PC Users?”
The world is often a fence of division; us vs. them, women against men, my religion against their religion, my team against your team, and Macs vs PCs.
For the average Windows PC user, yes, Macs are too cool.
Too cool? Why? Can’t Windows be cool? No.
The bell curve of life dictates that average is average. It’s something to do with the density factor. Somehow that’s appropriate.
For Mac users, average isn’t good enough, hence Macs are too cool for average. See? Life is simple.
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