Apple vs PC: iYawn (or: why Apple should stop advertising)
Have you seen the new Apple VS PC ad? I am personally getting sick of these ads. Especially the jingle is going on my nerves.
But furthermore, I am kind of surprised. The apple brand has thrived on a concept of understated confidence which is visible in the design of their products, the usability, and so on. Also, it does enough to sometimes reward its followers. In a way these TV spots are for Apple followers. Man, do I feel good I have a Mac at home after I watch that ad. So, all is good: you got understated brand confidence and a cultish following (or what else do you call people waiting in line 5 hours at the Apple store?)
So what’s up with the advertising in terms of persuading non-users? Constantly reminding people of how another brand messes up is not exactly self-confident. In fact, it kinda looks like Apple is scared Windows7 could actually be a real competitor to OSX. What’s more, in the eyes of a non-user, it might seem pretentious and it could even keep me from trying a Mac out of spite. I’ve actually been one of those people. Apart from some functional reasons, I didn’t use Macs because I felt the brand was too arrogant, or that I didn’t want to be part of a sect, fearing that, I too, would start running around preaching the lore of Apple.
Apple makes great products. Thank you Apple. I’ve become a user too. But please, stop advertising. It makes me cringe. a) you don’t need to and b) it doesn’t help you and c) you can find other ways to reward your followers than to spend it on ads that alienate potential users. Take it from someone who resisted you for a long time, until he found out he could install Windows7 on a Mac.
