They say an election year brings about a silly season all its own, and 2016 seems to have amplified the silliness to new levels. With all the TV commercials for this candidate or that candidate, something is missing.
Each political candidate responds to an opponent with different advertising. For months Microsoft has been running a series of devastating ads that compare and contrast Windows Surface devices with the Mac; specifically the touchscreen. Those are good ads and I know more than a number of colleagues who have ditched their old Macs and bought into Microsoft’s touchscreen hype.
Touch Crushes Visually
Over the past couple of years Microsoft has layered on advertisement after advertisement how much more useful a Surface-whatever is than a Mac or better than an iPad because it runs Photoshop. Apple’s Mac is getting creamed by the new Microsoft.
Apple’s response? Zilch. Nada. Crickets.
In fact, the Mac line has never ever been as old and aging as it is today. A Microsoft sales associate in their own stores can point out that some Macs have never been upgraded, and many have not been upgraded for years. That paints a sad picture of Apple’s once flagship computer. David Gewirtz asked a simple question, “Has Apple given up on the Mac?” I prefer to think not but I wonder. Obviously, Microsoft is onto something with the Surface line, especially the touchscreen devices which look awesome in TV and online commercials. When compared to the Mac.
Certified Apple watchers will point out what is not obvious to the masses. A Mac runs everything; macOS Sierra, Windows-whatever, Linux-whatever, and all at the same time. We point out that the touchscreen on a PC without a keyboard is more of a gimmick and only valuable to artists who need a pen to draw. Touching a PC screen just isn’t done that often in the real world.
The real world doesn’t care.
They see Macs that haven’t been upgraded in four years, a Mac that hasn’t been updated ever, and prices that are quadruple that of a touchscreen PC notebook hybrid tablet, and it doesn’t take much to change their minds about just how cool the Mac used to be. That might explain why Mac sales have been going down, while Windows Surface sales have been going up, despite the general malaise of the entire PC industry?
Is David Gewirtz correct? Has Apple given up on the Mac? If so, why? If not, where’s the proof that the Mac matters to Apple?
Even the high end Surface Book is a visually compelling product. You can write on the screen like an iPad, flip the keyboard back around and out of the way (much like an iPad Pro which doesn’t run full-on Adobe Creative Kit). Yes, that makes for a very fat, thick, heavy tablet with a keyboard, and it’s not likely the actual drawing feature gets used except for the creative types (didn’t Apple once aim the Mac at those media folks?) but the commercials and comparisons are devastating.
You can’t do that on a Mac.
Word on the streets says new Macs are coming, but every detail leaked so far says minimal incremental improvements instead of something revolutionary. The Mac was the revolutionary device for PCs but nothing improves without change and it’s Microsoft that has improved their products and their commercials.