Apple Ads’ New Target: Windows 7 (See the Videos!)
by Kara Swisher
Posted on October 22, 2009 at 7:56 PM PT
Here are the three new Apple (AAPL) commercials trying to take a smack at the launch of Windows 7 (MSFT), the new operating system software from Microsoft.
The “Get a Mac” advertising features the PC and Mac guys, as usual, but are quite a bit meaner than usual.
The first, titled “Broken Promises,” is a series of flashbacks to promises made about earlier Windows versions, complete with flip sunglasses.
The second, “Teeter Tottering,” has a Windows user switching over to Mac instead of upgrading from Windows XP. “I could stick with what I know, but what I know is pain and frustration,” she says. Ouch!
The third commercial, called “PC News,” has the PC guy as a television anchor, talking to a reporter at the Windows 7 launch, to disastrous results.
Here are the new videos (and you can see all the Apple ads here):
Comments
These adverts look great for windows , they make Apple look cheap.
Nothing fresh just Apple being nasty and looking down on people..
Posted by jack deed at October 22nd, 2009 at 8:20 pmI am an Apple fanboy and I don’t care for these adverts.
Why even mention Windows 7?
Posted by Dave Barnes at October 22nd, 2009 at 8:28 pmWhy mention Windows 7? Because with all that you have to do to determine which version to buy (out of the many versions of Windows – what does that tell you about this pig), and all the trouble you have to go through to go from XP to 7, you really should consider going to a Mac, #1 in usability, ease-of-use, customer satisfaction, support, etc. Oh, and the best OS out there, only needs one version. MSFT does it again…
Posted by Mike Lane at October 22nd, 2009 at 8:49 pmIf I hear any more propaganda about how Microsoft has “too many versions of Windows”, I’m going to throw up.
They have 3 editions that target consumers, there is no reason to talk about their Enterprise edition for example.
Heck, look at Microsoft’s own comparison chart for the 3 editions. Is it that difficult for Mac fanboys to read?!
http://store.microsoft.com/Windows7/Compare
Posted by Bill Tradweal at October 22nd, 2009 at 9:24 pmThere are more than 3 version of Windows to choose from – each one has a 32-bit and a 64-bit version, so I guess there are 6 of them. They do not know how to write proper software, unlike Apple, who does an OS that is both 32-bit and 64-bit with no penalty for running software for either one.
Posted by Tony Martin at October 22nd, 2009 at 10:42 pmThe three ads take up 90 seconds but there was at least one entertaining moment:
PC: Go to commercial.
Mac: um, we are a commercial.
Maybe not comedy gold but I was amused. Whether you choose to use Windows or Mac (or possibly a flavor of linux), it is hard to be enthusiastic about marketing whatever its source. It tends to be simplistic and not all that useful.The best I hope for is when it manages to be entertaining, even when it is inadvertent.
Posted by Steve Bryan at October 22nd, 2009 at 10:44 pmThis motif has run its course. I’m a MSFT/PC guy, but still would actually stop my DVR to watch these commercials. They were funny and entertaining even though filled with misinformation and, sometimes, out and out lies.
Now they are just tired. You can only go that well so many times before you need to actually talk about why your product is better, not just how (ostensibly) awful your competitor is. I think this will backfire on them because Windows 7 is actually a pretty good product and getting good reviews across the board.
Posted by Jon DiPietro at October 23rd, 2009 at 5:21 amIndifferent about #1 & #2, loved #3.
XP -> Win7 requires reinstalling apps. Forget Win32 -> Win64 – it requires a “nuke and rebuild” strategy.
My 32-bit Leopard -> 64-bit SL upgrade was easy. The “genius bar” has an easy sell if anyone wants an explanation of Win7 upgrade issues from XP.
Posted by Stan Morris at October 23rd, 2009 at 8:41 amThe comments are funny ,
Apple fans keep talking about how hard it is to upgrade to Win 7 from xp.
They seem to miss the point, most upgrades will corp, they dont have any issues with the path it is easy for them
And the word is already out, win 7 is total dream boat on old hardware.
It runs great on everything I have tried so far, old laptops an old dell 400sc box etc.
So for those who dont know how make a simple dinner , or who just try and try but just cant figure out how to use a Nav, sure the upgrade might be too hard for you.
Posted by jack deed at October 23rd, 2009 at 9:39 amThese are bad ads. The vast majority of the people who see them will find them mean-spirited and insulting. The message Apple is communicating is that ‘all you people who buy PC’s are losers.’ Well, everyone I know buys PC’s (and a few have macs too) and none think of themselves as losers. This campaign has run its course.
Posted by Mark Ashton at October 23rd, 2009 at 10:09 am@stan morris how easy is it to upgrade from an 8 year old macos to 64 bit snow leopard?
Posted by akbar mcfud at October 23rd, 2009 at 11:33 amApple ads may indeed be “mean spirited”, but then again so is almost every public utterance of Steve Ballmer.
Most people don’t make their OS choice based on ads or headlines alone, but rather on the real life experiences of themselves and those around them.
For reasons that baffle me, Apple is satisfied with a 10% market share. They’ve built a huge war chest with that though and mostly positive mind-share and monotonically increasing share price as well. Frankly, both companies “attitudes” could use a little work. In the mean time, it’s good to have viable choices once again and I hope that situation continues.
In case the earlier poster hasn’t thrown up yet: There are too many versions of Windows. Those who are historically inclined will remember this as a big issue in the IBM antitrust suit and that is one reason the issue has legs with respect to Microsoft.
Of course some would say that one version of Windows is too many. All I can say is that I haven’t run any version of Windows since Windows 2000, and I have no plans to change that.
Posted by Mac Beach at October 23rd, 2009 at 11:51 am