Apple’s answer to ‘Laptop Hunters’ ads – Smug arrogance
The last few weeks have been something of a treat for those of us in the Microsoft/Windows/PC (delete as appropriate) camp. The ‘Laptop Hunters’ ad campaign has seen Microsoft finally come out fighting and telling the truth on Apple Macs – they’re too expensive, overrated, and more about brand and styling than any real value. It’s now time for Apple to answer back – by being smug, arrogant, and condescending as usual.
As expected, the Apple fanboys didn’t take too kindly to having the tables turned on them. Apple has been ripping into Microsoft via its Mac Vs. PC adverts for a few years now, with each new one making Apple apologists who seem to think Apple is God and Steve Jobs is the Second Coming having a virtual iClimax. Microsoft is now fighting back and they don’t like it quite so much.
Which is why there’s been such an embracing of the new quartet of Mac Vs. PC ads released a couple of days ago. To hear the Apple collective go on about you’d think these new ads ended the argument and declared Apple the winner. End of. But this is hardly the case. Hearing words like “genius” and “brilliant” bandied about for a derivative and totally uninspiring set of ads is, quite frankly, laughable.
The four ads do nothing new, tell us nothing exceptionally surprising, and completely fail to do anything to counter the accusations made in the ‘Laptop Hunters‘ ads. This attempt at ignoring Microsoft’s latest ads has, of course, been welcomed by Apple fans. But for me it shows a level of contempt for its main competitor (one which has a far larger market share) which is nothing short of arrogance.
The ads themselves, recently described and linked to on MAC.Blorge, have the usual set-up – Mac and PC represented by humans – PC shown as being geeky, nerdy, uncool, and unfashionable; Mac shown as being cool, clever, unruffled, and in my opinion overly smug.
What do we learn? 1. That Windows PCs are more susceptible to viruses and malware. Which was old news in about 1997. 2. That Microsoft covers itself legally. And, so what? 3. That PCs will still have issues in the year 2051. Desperation anyone? 4. That the (free) iPhoto has facial recognition features. The reason its free is because Apple makes a ton of money every time some poor sap buys a Mac. And seriously, who cares really.
Is this the best Apple can come up with? And are these ads really all the Apple faithful need to keep them believing? And I thought I was easily pleased.
Related Posts:
April 22nd, 2009
Microsoft’s free Windows Live Photo Gallery has facial recognition… it would have been included, but it is illegal for Microsoft to give you more features for free now…
April 22nd, 2009
@ Dave,
I get the feeling from your tirade that no matter what Apple did, you’d be unhappy with it. So what? We don’t care. And neither should anyone else. Apple is a business. They make money. I found the ads humorous. Geez, MSFT can’t even talk about Windows in their ads. It’s all about the cheap hardware. Those HP laptops were running Unbuntu, right? As far as we know they were. What a shame an OS monopoly like MSFT can’t even talk about their OS. What is MSFT afraid of? Apple? Hah! Please. Give us a break and stop whining about Apple.
April 22nd, 2009
go cry emo boy, mac fans love their machines and Os. if they are so overpriced, why do we buy them? we must know something you don’t.
April 22nd, 2009
Why should Apple repeat Microsoft’s mistake and ANSWER competitor’s ad in its own ads? By doing this one can only add more weight and publicity to competitor’s message. This way of dialogue in advertising usually turns into money burning vicious circle that has little to do with real life of consumer. Exceptions are very rare.
April 22nd, 2009
David….
Who are you? Where do you come from? What kind of angry statements are these? If Micro$oft is so superior, powerful and dominant, why the desperate attitude?
Why being so upset with something some miniscule as those ads from Apple? As you mentioned, Micro$oft is the “one which has a far larger market share”… So why worry?
Let’s face it… Windows is not all that anymore… It got where it got because of pure overpowering force from Micro$oft against any competition and the lack/willing of other companies to tackle a market that was being built by all the PC clones manufactures…
Now this is what we have to live with… A company that lost their innovative thinking… That is more of a follower than a leader… If someone is complacent that is Micro$oft… Look at IE 8… Brand new and is already behind all other browsers in terms of standard compatibility and SPEED?!?!
Sorry… I am a Windows user and have been for over 20 years… And I have to tell you… It is GONE… No more…
Please, be honest to your self and admit… IT IS GONE…
“Forget about it!”…
AG
April 22nd, 2009
Chuck B…
FREE?!?!?! This is how Micro$oft dominated the market in the first place… By giving stuff that people thought it was important or it was relevant, for free… By doing that they killed a lot of good companies and products that could not compete with free…
A good idea/product that really brings something valuable to people/companies should NOT be given away… People that created those things should be properly rewarded for their efforts…
Look what happened to he Browser? If Micro$soft had not done what they did we would have been in a totally different market today… Doing stuff online that we will only be able to do in the next couple of years… Micro$oft killed the innovation and evolution of the browser…
And guess what? Those companies that were killed, now are back with products that are 3 times better and faster then what Micro$oft can do…
Get the Picture?!?! Competition is the KEY… You give it away… You force your ONLY way into the market and innovation and evolution are GONE… Period…
AG
April 22nd, 2009
Give it a rest, PeeCee fanbois. Apple is not going to acknowledge the Microsoft “Lauren” ads, much less respond to them. Apple is not going to produce some cheap-ass computer to satisfy you. One day corporate America will wake up and realize that it has been hoodwinked by the “IT professionals” whose jobs depend on Windows being such an unreliable, unstable system. If Windows was anything close to Mac OS X, many “IT professionals” would be pumping gas.
April 22nd, 2009
I don’t think ad campaigns are about truth, facts or reality. Apple’s ads feature actors representing computers in a light jab at the frustrations Window’s users every day experiences. People that can identify with ads have been consider Macs and Mac sales have reflected this. The new Windows ads tell us something we have known for a long time there is more diversity of hardware and therefore pricing options to choose from when getting a Window’s OS machine. Nothing new there. Calling the Mac ads smug is silly, they are staying on message and to respond to the Windows ad would look desperate which in my opinion the PC ads smell of. The PC ads may stem the flow of disgruntled PC users to the Mac but as Microsoft points outs only the ones that can afford a Mac. So I guess Microsoft is really the Walmart of high tech.
April 22nd, 2009
Still, the fact remains, from personal experience as being both a Mac and Windows user, as well as countless reviews. OSX remains the superior OS and Apple hardware is second to none. It’s smug arrogance based on fact. Before you flame make sure you have spent ample time using both (this goes for Mac users as well as Windows users). I find so often in debates about the better OS Mac haters have spent little, if any time behind a Mac.
April 22nd, 2009
The irony of a software company criticizing hardware and pretending that it is not the software that is the issue seems to be completely lost on you. You really are John Hodgeman, but without the amusement. What you should really be doing is criticizing MS for not getting a new ad company. These latest ads are just as bad and insulting to their own potential customers as the dreadful “Mojave” ads not to mention the jaw dropping corporate speak ads from Mars.If you are not insulted by the girl in the MS ad saying she is not cool enough for a Mac you are too clueless be talking about advertising.
April 22nd, 2009
Microsoft continues to show the same cluelessness in marketing as it does in designing and developing operating systems.
There are many logic faults in Microsoft’s recent ads, a few of which:
1) Microsoft is trying to respond to Apple’s Mac & PC ads, but they miss the point. The two characters in Apple’s ads are anthropomorphic representations of computers. They are NOT meant to represent users. Yet Microsoft has people demeaning themselves by saying “I’m a PC”, as if they consider themselves to be machines instead of human beings.
2) Microsoft’s recent ads don’t advertise, nor do they even mention, their own products. The spots advertise Personal Computers ( a generic term for the hardware category produced by other companies). There is no mention of Windows Vista, and probably for good reason. The evasiveness of not trying to sell their own product is not missed by most people who understand that if there were any merit to advertising Vista, which even Microsoft views as a lost cause, they would be doing that.
3) Microsoft’s ads compare other similar (but not comparable) computers to those made by Apple, on the basis of price alone. They ignore all other important factors in purchasing decisions made by consumers. If all consumers purchased products based on price alone, the only cars you would see driving the streets would be Tata Nanos.
April 22nd, 2009
I must humbly disagree.
The Mac ads appeal to two groups: young people who never had a computer before and PC users who are disgusted and frustrated with how Windows works. So, Apple must project that it is cool, tolerant and caring while PC is a dull awkward, underhanded buffoon. Most of the humor is from PC acting crazy, dishonest or stupid. PC is always doing a pratfall.
The Microsoft Ads attack one of those groups: the young people who never had a computer. It is saying that only price matters in a computer and that image and good looks are worthless. That ease of use, panache and enjoying your computing experience isn’t worth a few hundred dollars more.
Since, Apple doesn’t market to laptop computers costing less than $999, the Microsoft ads appeal to people who would never be Apple customers. Hence, Apple can safely ignore them until they get more money or learn the differences between Macs and PCs.
Since, you will most likely never learn those difference, this lets you out. So, what ever scurrilous opinions you have of Apple’s new ads are worthless, because you will never be an Apple customer. We Apple customers thank you for that.
April 22nd, 2009
“Microsoft’s free Windows Live Photo Gallery has facial recognition… it would have been included, but it is illegal for Microsoft to give you more features for free now…”
Funny how it is ok for Apple and not MS!
That is totaly wrong.
April 22nd, 2009
@Al
What the hell are you talking about? Mac OS comes with everything. No one wants to develop for the Mac OS because Unlike windows it comes with all the Video editing, music editing, web browser ect…
You don’t see people suing Apple!
Thats because MS is a bigger target to.
April 22nd, 2009
Mac OS just sucks. It’s for dummies who can’t be trusted with the inner workings of the OS.
I have been using windows (including Vista) for years and never get spyware or viruses.
Just be smart and stop opening retarded emails or surfing free Porn.
April 22nd, 2009
Boy! Rough day Dave? No windows zombi-fanboy insight to help… So refreshing to finally see the “light making his way”.
April 22nd, 2009
“It’s now time for Apple to answer back – by being smug, arrogant, and condescending as usual.”
He, he.
Is that better or worse than Microsoft’s being dishonest, grudging, and resentful?
What’s more attractive? Confidence born of actually caring about the product and having produced something excellent or grudging chip-on-the-shoulder resentment born of a deep (and justified) sense of inferiority that comes out of caring only about the profit and never the product and then not liking that the customers look elsewhere?
April 22nd, 2009
More MS fanbois denial… and that’s what is so funny.
‘That PCs will still have issues in the year 2051.’ Yes it IS funny… really funny, cos’ you just know it is true and to complain about Apple pointing it out… is even funnier.
Get a clue
April 22nd, 2009
The two questions Microsoft and it legions need to be asking are:
1) Are you selling benefits and experiences or products?
2) Are you delivering an experience that makes customers happy to spend as much money as they can afford with you, or one that leaves them wanting to spend the least they can?
Apple doesn’t sell products. They sell benefits. When you sell a benefit, price becomes less sensitive. Are Mac users immune from price considerations? Of course not! But what Apple users tend to see is the value of the products being purchased and price is only one component of that purchase decision.
The head of Black and Decker once said, “Folks don’t buy our products because they want one inch drills, they buy our stuff because they want one inch holes.”
April 22nd, 2009
Is Apple wrong?
April 22nd, 2009
No, listen to Blorge, who requires Apple to act out contrition for daring to offer products different and inferior than what Microsoft invented, such as the Graphical User Interface of Windows 3.0.
Remember, for example, the abject groveling by Balmer when Apple dared to introduce the iPhone, who said that yes, the WinCE platform was pretty awful, but thanks to Apple’s insights, they would have a better one Any Day Now.
And remember how humble Microsoft was in abandoning its Plays For Sure partners in order to introduce the wildly more popular Zune. Ate a fair bit of crow, I dare say.
So Apple, now it’s your turn. Admit that Macs aren’t Windows PCs. Quit trying to pretend that your users don’t spend all their time defragging, downloading and running virus updates, or trying to install security packs.
Why, for example, Apple, I personally have given up on getting the security upgrades to install on my fully-licensed Office (Mac) 2004 — various strange error messages prevent it– so I am unprotected against Office worms of various devious intent because I refuse to upgrade to your macro-incompatible and expensive Office 2008. Shame on Apple!
April 22nd, 2009
@ ncaissie
You seem to have a very unnecessarily negative opinion of Mac users. Mac OSX is widely regarded as the best operating system and yet you feel the need to say it is worthless. Sure, it has its flaws, and sure people might develop viruses one day. But let’s live in the here and now: viruses are few and far between. The average user gets viruses. Fact. People are increasingly developing for Mac actually – those developing for the Mac are the highest paid software developers, generally.
Nobody’s asking you to use a Mac, but at least have the common sense to admit what is good about Apple. I love my Macbook. Never had a problem with it.
Apple have their marketing campaign, its been successful and they’re continuing with it. Why should they resort to reacting to Microsoft adverts? Sure, the Microsoft adverts highlighted some valid points, but if you buy Apple you often know that you’re paying a little bit of a premium for Mac OSX. Its worth it for me. Microsoft’s adverts fail to be humorous when attacking the opposition, which is their downfall.
Both operating systems have their benefits, neither is used exclusively by idiots who don’t understand the fundamentals and it is a matter of choice. Its a pity some people are obscenely fanatical really and can’t just accept that Apple are a multi billion dollar company for a reason. A 10% install base is still tens of millions of computers, after all. It’s a shame people forget this.
April 22nd, 2009
The logic of superiority by Apple fails on a simple fact.
8% marketshare. And had to triple the share of the market to hit that after switching to the PC architecture. Everyone copies Apple, right? Nubus, firewire, SCSI in the desktop PC. Right.
Mac OSX isn’t widely regarded as anything because it isn’t widely used. There is no Native OSX software to do the millions of functions needed to keep finance and business ticking along. Apple is a multi billon dollar company on iPods and iPhones. Apple changed the name of the company and dropped computer from it.
The hook up to the Web you’re using probably didn’t pass across a single Apple anything. Any transaction you’ve done to get cash, buy food or drink, check out a book or video, buy a plane or sports ticket, get an insurance quote or any other essential task probably didn’t sniff an Apple product.
If every Mac on the planet were vaporized while we slept, the world would tick on with little disruption. If every PC did it would be a smoking ruin of chaos. If all you did was scamble every Exchange mail server the resulting mess from people unable to receive and send info is enormous.
Yeah, Apple does a superb job of designing and delivering and supporting a tiny slice of a single segment with a few models. Mighty fine tack hammer and as long as you don’t have to cut to scenes showing spikes being driven into lumber or busting down walls and stick to hanging family pictures you have a winner.
That 80% satisfaction rating by Mac users is pretty skewed because it is always compared against machines doing thousands of tasks using all manner of third party software and hardware that isn’t in the scope of what Macs do.
There is a huge discrepancy in installed base size, not because of price or IT wanting to make themselves indispensable or 15 year old antitrust issues. It’s because of a tiny selection of hardware and software and the stability issue that gives you not canceling the choice advantage for most of us.
I have no great love for Microsoft and cheerfully use something else when I can. That doesn’t mean I can’t see the actual conditions of IT. The Mac/Pc spots define the Mac as a reflection of the PC. Art does indeed reflect life.
April 23rd, 2009
I understand your anger. Apple’s smug arrogance gets to PC users and frustrates them to no end.
I hate to say it, but………. good.
I am a very recent convert to the Mac after years of PC duress. I can’t even begin to tell you how happy I am for making the switch. My new Macbook Pro is a thing of beauty and functions far better than my Dell Inspiron ever did. I wont be looking back.
Sorry if that upsets you in some way.
April 23rd, 2009
Apple’s Take:
What do we learn? 1. That Windows PCs are more susceptible to viruses and malware. Which was old news in about 1997.
Nice, but…
MS’s Take:
Microsoft finally come out fighting and telling the truth on Apple Macs – they’re too expensive.
Which was old news in 1984..!!!
My Take:
Windows sucks…!
Which was old news in 1985.
April 23rd, 2009
@Ken
Your infantile logic of Windows superiority by sheer numbers fails not on a single fallacy but on many well documented and logical real life situations.
Ever read a book? a magazine? newspapers? watched television or films? listened to or produced music? surfed the net? … in other words have you consumed any published media either today or in the last 20 years? Yes I thought so… and what platform was and continues to be overwhelmingly used in all those fields? The Mac. Why? Not because of what you would decry as some legacy loyalty but because it works. And common to all these creative industries is the matter of deadlines and the absolute need for reliability – that should tell you something about using Macs, if you don’t wear blinkers that is. If you want the job done with the minimum of nail biting edge-of-the-seat panics then you would be stupid not to use proven technology that works. In your ‘vaporised world without Macs’ there would be little or no communication as we know it.
As for ‘The hook up to the Web you’re using probably didn’t pass across a single Apple anything. Any transaction you’ve done to get cash, buy food or drink, check out a book or video, buy a plane or sports ticket, get an insurance quote or any other essential task probably didn’t sniff an Apple product.’ comment, I guess you don’t get out much. Linux and ‘Nix users are cracking up at your expense whilst tending their server farms.
The rest of your argument is gibberish and unworthy of a reply.
The only simple(ton) fact on show here is your post.
April 23rd, 2009
“It has been said that democracy is the worst form of government except all the others that have been tried.”
Winston Churchill
Being an avid gamer, this quote makes sense to me as an analogy for this situation. Windows sucks, but until someone, anyone, can release a better gaming platform, it is the best one there is.
I know I am not an average user, as I build my own rigs, upgrade often, and spend most of my time on my PC gaming. There is no alternative for me. If I was ignorant of how to operate a computer at this level, and didn’t mind throwing away money, I guess I could be an apple customer.
Being the product of choice for the lowest common denominator should not be a source of arrogance and pride.
April 23rd, 2009
@ardaz
I’m typing this on a laptop using Linux. Which isn’t a POSIX compliant OS and not Unix, unlike the BSD based OSX. The difference is I worked with Unix a lot. It was the first OS I used. I doubt you could claim the same, but that’s not stopping your slogan tossing.
What I said was true. If Macs were vaporized, all critical to civilization services would still work. 99% of all companies wouldn’t skip a beat. Websites would up. Online publications would be up. No communication? LOL.
They might not run Windows, but they aren’t Mac Pros running OSX and still fit the vaporized theory.
Grab a dictionary and look up communication and entertainment and see if you can figure out the difference. There are definately segments of IT where losing 10% of the machines would have a serious effect on societies ability to function. But none of those are dominated by Apple.
I was correct in my assertion. Macs have 10% at best of the Desktop market. Publishing, design and other artistic and creative markets might be inconvenienced. No communication as we know it? What color is the sky on your world?
Linux runs on PCs, and my little hypothetical would still leave those as well. ‘Nix users and their server farms are still up, because they aren’t Xservers.
Critical uses servers. Unless email, passing documents or the huge number of Apps for collaboration, project management etc… don’t count as communication, you’re wrong.
The number of Xservers out there is microscopic. The overwhelming use of Macs is home and school personal stuff. The 10% is overwhelmingly a single user.
If you are doing seat of the pants nervous nail biting someone is inept. Macs are PCs. Upper end PCs, but still using the same basic components.
You are buying the BS that Microsoft makes computers, all Apple really has left after going Intel.
It really doesn’t matter if my web session hits machines running Windows or Linux or CPM. It won’t sniff OSX, and I doubt that makes anyone responsible for server farms laugh, but your logic might.
I imagine if we ranked IT functions by mission critical criteria, life and death, keeping all your fingers, ICU level functions you wouldn’t even be able to find a percentage of Macs that is statistically meaningful.
If it was true that PCs are continually locked up, BSODed infect disasters that fall apart in a couple of months and keep the operator in a constant state of panic, we would screech to a stop. PC=not Mac and OSX. PC’s aren’t limited to running Windows and I never said they were.
And there’s the rub. It’s my point. The 80% satisfaction is a machine that is only doing a tiny slice of functions and tasks while other PCs are being used for an extremely wide number of tasks, hardware quality and software. If you ran all those tasks using Macs, which is theoretically possible and still got an 80%, it would be meaningful.
Until then you aren’t measuring the same thing or placing the same loads on the equipment. Think, if that’s not too much to ask, about what I was actually saying. Repeat after me:
Microsoft doesn’t build Computers.
Microsoft doesn’t build Computers.
Microsoft doesn’t build Computers.
Microsoft doesn’t build Computers.
Microsoft doesn’t build Computers.
April 24th, 2009
You can take Apple ads to task in a less childish, ranting way, it seems to me. I’d like to see future blog posts stick truer to the normal tone of this otherwise excellent blog and offer authentic analysis and insight without resort to middle school temper tantrums…
April 26th, 2009
When’s the followup interview with Lauren?
May 3rd, 2009
Vista OS: $259 to $499. Mac OS Leopard: $129. Who sell his product more expensive? And who make his product better? No way, PC Man…
May 8th, 2009
stupid!your talking about apple bieng smug and arrogant. but ur the one doing it now!! right in ur post! idiot, these ads were made on macs!
http://www.wired.com/gadgetlab/2009/05/laptophunter/
taste the sweet irony! >:) all pc user are arrogant cheap-asses.
November 11th, 2009
To make out as if the microsoft ‘laptop hunters’ was some sort of ‘win’ for M$ is a joke! as bigger joke as the ad’s themself! some of the ads didnt come close to the price tag of a mac, meaning a PC had to win, thats lame! and it’s been showen all over the WWW that those ‘hunters’ were lame actors reading from a script! and when the ‘movie editor’ claimed that the mac didn’t match up to spec of the laptop she got! she was actually mistaken! as the only difference in the two was the screen size and HD, but unlike the PC, mac came with software! so by the time she’d of bought any she’d of payed over the mac price anyways!!
so nothing was proven appart from microsoft can’t handle the mac ad’s truths, an basically called steve jobs gay!! lame response M$ very lame!!
Oh and all of this ‘Fan boy’ talk over mac users, only comes from PC bums, which again! is very lame!!
Viva la Mac!!