Posted on 04/12/2005 12:57:10 AM PDT by Swordmaker
I understand why Apple may be reticent to advertise Mac OS X on television. Thirty seconds is too brief a time to be able to show anything of substance. And, theyve tried the concept (with the Classic Mac OS) before in the past (even going so far as trying long-form infomercials) and it just didnt work.
But, now, with their network of retail stores, Apple has what they never had before highly visible places where they can direct people after theyve whetted their imaginations with TV commercials. Not advertising Mac OS X on television now is nothing short of criminal. My hope is that, very soon, Apple will address the lack of Mac OS X advertising, particularly on TV.
Im not suggesting that Apple try to explain why Mac OS X is better for the average personal computer user. Apple should simply be showing brief vignettes of Mac OS X doing visually appealing things that look "cool." Yes, Im talking pretty much all flash and no substance. Even though I hate the term Im going to use it, Apple needs to show Mac OS Xs eye candy. Thats what would work and its really all Apple needs to show on TV. After all, why make it so beautiful if you're not going to show it to the world? Is it just for the Mac users' benefit or does Apple want to use it to sell more Macs?
The purpose of these commercials is not to create instant switchers who will toss out their Windows boxes for Macs. The sole purpose of these commercials is to drive people into Apple retail stores by creating curiosity. Yes, I realize that the iPod is doing a good job of driving people into the Apple stores, but a good TV campaign featuring Mac OS X would do an even better job.
How do I know it would work? Only because it does. Whenever I am on a plane or somewhere and people catch whats happening on my PowerBooks screen, I get questions. And the questioning means people are curious, at least it does to me.
What should Apple show on TV? Just point the camera over someones shoulder while theyre rippling through a Dock full of icons with Magnification on full bore. Show a Finder window Genie effecting down into the Dock and then Genie another one up in Column View. Quickly and easily navigate Column View to find a QuickTime movie. Play the movie and Genie it down into the Dock. Roll over it and show it playing in the Dock. Genie another movie window out while its playing and Zoom (Command-Option-+) right in to it. Fade to the Apple logo and the words Visit an Apple Store to discover more about Mac OS X or something to that effect. No music, just the natural sound of wherever the Mac happens to be and the audio produced by the Mac when its making sound. The person could be at home with the sound of a TV on faintly in the background, on a plane, on a train, in a classroom, in Starbucks, or wherever else youd find a Mac in action.
The idea above is just an example, the point is just to show people how Mac OS X does things in cool ways and get them interested. These ads are not to try to show how someone can import from a DV camera to make an iMovie, burn a DVD and send it to their parents. These ads are not to show how to do anything. Theyre just for show. Imagine ads with Tigers Dashboard Widgets, iChat AV in action, Exposé, the Fast User Switching 3-D cube effect, Heads-up Application Switcher (Command-Tab), playing The Sims, MS Word running on a Mac, etc. Just show it.
My guess is that Apple could pack a campaign of unique thirty-second ads with very compelling visuals that would really be eye openers to millions of people who are totally or mostly unfamiliar with what todays Mac can do and get them to say wow! That's exactly what happens over my shoulder or in the seat next to me in-flight. Too many people have no idea what todays Mac is, how it looks, and how things move and act onscreen. How many people see that white Apple logo and walk right past the store in the mall thinking, "oh, the iPod store" or "that's not really for me."
The best advertising is deadly simple. I truly believe that if Apple would just show the gorgeousness of Mac OS X to mass TV audiences theyd increase the foot traffic in Apple retail stores with curious personal computer users whove never seen or imagined anything like Mac OS X before. And once Apple gets them into the Apple store, the staff can explain the substance that lies beneath the "eye candy."
SteveJack is a long-time Macintosh user, web designer, multimedia producer and a regular contributor to the MacDailyNews Opinion section.
Because they enjoy being a niche product? Or they're too busy advertising iPods?
Freaky blue guys acting stupid? Or the guys in the clean suits rocking it? I actually liked the latter.
I know exactly what you mean.
But Apple's corporate market strategy has shifted from trying to sell the IT people on the slogan, "Do a lot more with fewer people." to something more like, "Do a lot more, with the same people."
Apple's offerings could easily allow companies to replace a lot of PC techs, but with the UNIX architecture, smart IT departments can now expand their influence using Apple products to increase their indispensability. By allowing companies to do more with less, Apple products threaten IT jobs. But Apple is targeting IT people to show them that they can do more, and push the envelope so that they can maintain their jobs and increase and expand opportunities for their businesses, thereby also maintaining their jobs.
Oh SNAP! Thats so cool!
Because Mac users don't waste their time watching TV. They have better things to do.
Tiger, baby, TIGER! IT'S COMIN'!
I am so frikkin addicted to the kool-aid it isn't funny!
Growl, Bump!
yes..
and what was waiting for me at home this evening? my brand new Barracuda 200 gig hard drive.
ahhh... life is good.
What "gift" is that, Bloody? Are you perhaps refering to Microsoft's purchase of non-voting stock more than nine years ago? If so, why should that have anything to do with advertising decisions today?
But then again, I'm a hyper-cynical paranoiac with no business degree of any kind.
Actually, it was only $150 million and Microsoft got some goodies out of the deal... that actually appear to be anti-competitive.
In recent news (August 1997) Microsoft has decided to invest in Apple. This investment is going to be non-voting stock and Microsoft has agreed not to sell its stock within the next three years. The main deals that are being made are that Apple will make Microsoft Internet Explorer its default browser. In return for that Microsoft has agreed to ship MS Office (going to be called Mac Office 98) for the next five years. Microsoft plans to develop more programs for the Macintosh platform.
At the time, one of the monopolistic marketing practices of which was Microsoft being accused was using its position to destroy Netscape's marketshare. At the time of the stock purchase, Netscape was the default browser on Apple... after the purchase, it was Internet Explorer. That would not be too useful as an argument in court that MS was not using monopolistic business practices.
Many pundits claimed at the time it was merely Microsoft investing in its primary research department. :^)
In addition, the other reason Microsoft "Invested" in Apple was to settle the on-going the look-and-feel of the desktop lawsuit that Apple had brought against MS. In exchange for the purchase (with no voting power and no position on the board) AND an additional, undisclosed settlement sum, the lawsuit went away.
In exchange for $150 million in Apple Stock, Microsoft and Apple would have a 5-year patent cross-license and, more importantly, a final settlement in the ongoing GUI argument. Microsoft agreed to pay an unreleased sum of additional funds to quiet the allegations that it had stolen Apple's intellectual property in designing its Windows OS. Microsoft also announced that Office '98, its popular office package, would be available for the Mac by years end.
It is quite apparent that Apple WON this dispute and Microsoft paid up.
Another interesting fact is that Apple did not need the $150 Million for operating expenses as some allege. Instead one month after the stock was transferred to Microsoft, Apple bought out all of the Mac clone makers' (Except Umax) licenses.
Microsoft later (remember,they had to hold it for three years) sold the preferred stock for a tidy profit.
No gift here.
Maybe R should cover it up lest Chappaquidick Ted finds out where he/she lives!
We're supposed to get our first Apple store, hmm, sometime this year? Can't recall. Think in October, in Woodland Mall (Grand Rapids Michigan area; Woodland is in Kentwood, a suburb).
The Mac Ghetto at the local CompUSA has an Apple guy (from Apple itself, I believe) who has been working the floor there for at least two years. Helpful, but CompUSA is not so much. ;')
The last time I recall seeing an Apple product at a local mass merchandizer, it was Sam's Club, selling the iMac, and it didn't last, because the little budding sociopaths who worship the Dark Lord vandalized the machines (I mean, broke stuff on 'em, stole parts, erased software, etc).
Years ago, Woz in an interview said he thought Apple had given up too much, and should have said, pay us royalties for interface ideas you copy. He had it right, and after Jobs was rehabilitated into the Apple upper echelon, that's what happened.
plates and numbers.
What next????????
Well, I did have 2/3 of my rear window covered with a STOP KERRY"S FRAUD NOW-SWIFT BOAT VETS FOR TRUTH-WWW.SWIFTVETS.COM
I did not get my new car vandalized, but I did get flipped off by a fiftyish lady with a bun in her hair driving a Volvo wagon with a Kerry Edwards bumpersticker!
Ther real danger would be if he should steal the car. :-)
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