Apple does not seem to advertise the Mac too much, which might help to explain the sales plateau, so when new Mac television commercials appear, it’s news. The latest round of Mac TV commercials may have hidden meanings.
TV commercials often have multiple targets. People who could switch from one product to another, people who already own a product but need to feel good about their decision to purchase, and a dual message to a particular target customer who may feel Apple has abandoned them.
Over the past year Apple has launched a number of television commercial campaigns. iPhone and iPad. iPhone gets the lion’s share of commercial time and advertising expense. But even iPad gained a bit of notoriety with the “What’s a computer?” commercials.
What of the Mac?
Sales have plateaued the past few years– still at record levels, but going nowhere fast. Except for the iMac Pro, Apple has not introduced a new Mac of any kind in more than a year. The Mac mini still runs a 4th generation Intel Inside while Windows PC makers have moved on to 8th generation Intel CPUs.
What of the Mac?
Perhaps the most vocal of all Mac owners are those in the so-called creative field. Creative? Graphic designers? Photographers? Videographers? Writers? Artists? Musicians? That’s a large and growing customer base of professionals and pro-wannabe Mac owners and They. Are. Vocal.
Apple’s new Mac TV commercials seem to be aimed at the professional groups. These are commercials– visible on Apple’s YouTube channel, not necessarily on CNN or TBS or USA networks– where actual professionals describe how a Mac helps them be successful.
Will such commercials compel watchers to switch to the Mac from Windows PCs? Probably not. These four commercials seem aimed at existing Mac users– specifically those in the creative fields– to help them feel good about own and using a Mac that hasn’t been upgraded in years; and many of those Mac owners have notebook keyboards which they consider to be defective, and a few class action lawsuits may help Apple determine a proper response to the issue.
It is true that any Mac in Apple’s lineup is a powerhouse of creative capability. Add a decent microphone and an iPhone and a MacBook becomes a video production studio. Add a DSLR and any Mac notebook or iMac becomes a photographer’s professional workstation.
What Apple is telling Apple’s Mac customers is this: “We love you, and you love the Mac.”
OK, that’s fine.
But if Apple truly loved its creative professional customer base, why no new Macs for a few years? Why no fix for the keyboard scandal? Why no new Mac Pro in four years? Why not even new Intels Inside?
Love and concern can be expressed many ways. TV commercials which highlight what a Mac can do for a famous creative professional is one avenue. New Mac models or Macs with fewer defective parts might be another avenue.