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Living Room / Re: Seriously, wtf is going on with Apple's Mac vs. Pc ads?
« Last post by mouser on November 24, 2007, 10:54 PM »If Apple made lamps instead of computers, the ads would be making fun of the chandelier with tons of bulbs, crystals, and the dimmer with the timer...telling people that they need a disposable one with a single lightbulb and a simple push button on/off switch, blaming the chandelier for being crappy because the user didn't read the instructions and can't figure out how to set the timer, clean the crystals, change the bulbs, etc.

I think Apple makes some good products, and I think some of their approach to and focus on usability is very helpful. Their approach with OS X seems particularly smart.
But their marketing approach seems focused on invoking an emotional reaction against their competitors, and towards some lifestyle that their products will somehow magically impart to you. Their commercials are either like perfume or clothing commercials where they are selling popularity, or like political commercials where the game is to scare you away from buying the competition. Features and facts are unimportant -- the important thing is to instill a strong emotional reaction. Of course Apple is just one of many advertisers who take this approach -- and clearly it works.
I guess what's so interesting to me from a marketing and psychology standpoint is they really seem to be pushing the idea that there is some "cool" in-group clique of kids, which are the ipod/iphone/mac users. And the other people are pathetic losers. The commercials just have that "mean girl" feel. I would just think they would want to put out a more inviting, inclusive vibe. As was mentioned before, these commercials really have the flavor of negative political ads.
I suspect this "mac vs. pc" commercial series won't last much longer -- it's probably gotten its maximum appeal and i suspect they are getting some blowback from it. I'll make a prediction here, that by January we won't be seeing these much any more.. Let's see if i'm right.

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