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.