I’m neither a Mac nor a PC
Here’s my brief take on the recent “I’m a PC” ad campaign by Microsoft:
1) Microsoft didn’t need to do this. It has like 90% of the world’s marketshare, while Apple has like, what, 5%? 10%? Apple has always served a niche market, no matter how many of those “I’m a Mac, I’m a PC” ads they show on TV. What Apple has managed to gain is MINDshare, which I guess is what Microsoft wants to do too. But I think it’s… a little over-defensive. It’s like a giant elephant trying to chase away a fly.
2) In the Apple ads, the “PC” and the “Mac” do not represent people. They represent computers/operating systems. Here in the Microsoft ad, it’s trying to associate “PC” with people. So they’re in essence pushing people to self-identify with their choice of computer. Can I just say that this disturbs me a little? I use a Mac, and I do NOT want to say “I’m a Mac.” Neither do I want to say “I’m an iPhone” or “I’m a Dell monitor” or “I’m an Old Navy t-shirt.” I do not want to self-identify with my consumer purchases, thank you very much.
3) Obviously, Microsoft is attempting to battle the Apple ads (which come across as elitist) with a “common people” approach (people from all over the world use PCs). This is a great thing, but here’s where it misses a crucial fact: ALL COMPUTERS CAN DO THIS. Regardless of machine, regardless of operating system. Computing in general connects people from all over the world. The only way I can see Microsoft claiming ownership to this idea is that Windows is the operating system in the majority of the world’s computers (see point number 1).
Here’s the disclaimer of course: I use a Mac as my personal computer, and I could be considered an Apple fangirl (except that I wholly acknowledge the Mac’s failings in many things, and I like the flexibility of a PC). And I can see this ad being effective to many people. It’s a nice big middle finger to the Apple ads — although I do feel sorry for the poor guy who had to be the Hodgman-clone in the beginning.
But I think Microsoft is missing the point a little bit. What they should be doing is making it extremely clear what Windows brings to the table. The Apple ads basically say “You can do this crazy cool shit with a Mac but not with a PC.” Microsoft kinda needs to say the same thing. Microsoft needs to point out the spinning beach ball of death, Safari’s lack of security, and the crazy number of things that run on Windows (Almost all ATMs, NASA computers, electronic billboards, etc.). It also maybe needs to say “Hey, about our viruses and spyware? There are ways around that.” Apple happily touts its all-in-one software-and-hardware philosophy as the superior platform — Microsoft needs to point out that this all-in-one platform is draconian and allows little room for flexibility. The fact that Windows runs on all kinds of hardware means that it can offer greater flexibility for a greater number of people.
As for why I’m a Mac user? To me, Windows is slow and ugly. The kinds of third-party applications available for Windows is highly unappealing, with consistently bad UI. On the Mac, I can install applications by dragging and dropping; I don’t have to launch an executable. Uninstalling programs is also as easy as dragging and dropping them into this app called Appzapper (You could argue Windows has Add/Remove programs, but Appzapper is way faster). I also like that you only get one menubar per application (With Windows, you get a menubar for all of the windows within the application). And quite frankly, Quicksilver is so amazing that it’s quite possibly THE reason I could never go back to Windows. For me, the Mac experience is smoother, easier, prettier, and incredibly stress-free.
But to each his/her own. I use Windows at the office (begrudgingly, but I still use it), and it works well for most people. And really, considering the number of CNET readers who can’t stand Apple, I don’t think Microsoft needs to worry (We also have a healthy number of Apple lovers).
Now, if Microsoft meant PC as PERSONAL COMPUTER without any sort of Windows connotation, I could maybe buy the ad a little more. Also remember: You can run Windows on a Mac.
Great write-up, Neek, but I have some comments of my own.
First, I really like the ad; it’s well done. I’m a little irked, however, that Deepak Chopra is schlepping PCs, apparently.
Second, Apple market-share is definitely growing and it’s smart for MSFT to combat this growth NOW. Although, it does seem a little premature and therefore weak and it’s not going to happen with ads, but with better and prettier products.
Third, not sure I agree with you on the assessment that YOU are not a Mac… you say you’re an Apple fangirl… I dunno, that’s sorta the angle that Apple users have taken, it IS a status thing, it IS a cool thing, it IS the pretty thing. PCs? Not so much, so they gotta throw in pretty people who make jeans to make them look better.
Fourth, MSFT totally washes over the facts that you bring up, that the government uses PCs and all these big services do… but you neglect to say because MSFT and PC makers practically GIVE THESE COMPUTERS AWAY to big corporations and gov’ment institutions. Much like Apple gave Apples and Macs to schools that converted our whole generation to be Mac lovers…
Fifth and finally, the Mac guy in the Apple ads? I love how he’s supposed to be hip… when in movies he plays the dorkiest dorks who ever dorked.
End.
The Windoze ads are lame because they’re trying to fight on Apple’s turf (coolness) by saying you don’t have to be cool. Unfortunately, most people envision themselves as cool and the ad campaign is saying you’re not cool. Moreover, it reminds the viewer of all the mac ads they’ve seen. And it really doesn’t prove that PCs do anything unique or special.
(Design green buildings? CAD? Design? Macs. Hello?
I’ll admit that I self-identify as an Apple fangirl, but in no way will I ever call myself a Mac. That’s just… stupid. I don’t know. I don’t want to call myself an inanimate object, unless it’s meant as a joke.
I also find Deepak Chopra incredibly disingenuous.
And Vajra, you hit the nail on the head. PCs can do all this stuff, but so can Macs. It’s not an either or sort of thing. Yeah, we know the rest of the world uses PCs… and?
I think it’s really more of Microsoft gloating that there are way more PC users than there are Mac users. Which we already know.
Very logical analysis… I’m a newcomer here and I like your POV on Apple vs Microsoft. Thumbs up.
I just want to make a point of the product that Microsoft is selling. They sell an Operating System and support for it. All other software they make is for that system, with the exception of the Office product line.
I think that Apple had the right idea in attacking the “PC” world in the early adds. This is simply saying that a Mac has everything ready and built in. I believe that Apple stepped over a line when they included attacks on Microsoft directly.
Microsoft has worked closely to get Windows running perfectly on any Macintosh. This is something that Apple and Microsoft should be promoting and working toward. Apple makes hardware and software, but they will sell more of a their high end hardware product if it will run what anyone wants to run on said product. Also Microsoft should want to promote Apple, while constantly pointing out that you can run Windows on their computers.
That is my opinion. I personally have more then one computer. My main two computers are both from Apple and both run Mac as the main OS and Windows as the secondary. One is running XP and the other is running Vista. I have Windows and different Unix based systems running on other computers. It just all depends on what those computers are used for.
I am a fan of all innovation that brings us better more efficient technology. I just think that Apple is bringing the most of that at this moment, but I am very impressed by some of what Microsoft, as well as others, are doing.
saw you had a post a while back with a weird world record in most tshirts worn at once.
he just got beaten: http://www.youtube.com/watch?v=dKd1Ao4LiP8
//johan
well said. my problem with MS is not with advertising but they should be better than what they are. even though i use a mac, i’d prefer they push apple rather than copy. that way, they are competing for the best product. i feel apple is competing against themselves too much.
can it run crysis?
You know, maybe they are saying that all those people are “politically correct”….haha.