I have to disagree, with the disclaimer that I'm a Mac user.
While I don't really expect top notch punditry from TechCrunch, this short, well-worn jab at Apple is unhelpful, if not simply linkbait.
"[Microsoft's] got a point on the cost to feature ratio of Macs v. Windows machines..."
I'm not arguing that Macs are commodity priced, but I think the cost to feature ratio of most products is extremely difficult to define, especially for something as complicated as a personal computer. The fact that TechCrunch just trots it out as truth irks me.
In my personal opinion, the intangibles that come with a mac more that compensate for the relative difference in price between Macs and PCs with comparable specs. Simply saying that macs have a lower cost to feature ratio than Windows machines because there are cheaper PCs than Macs isn't unlike saying that BMWs have a lower cost to feature ratio because they can only go 50MPH faster than Toyotas and cost twice as much (not to mention the fact that PCs are far from uniform in their pricing and options).
Flame wars aren't beneficial to anyone. At some point we must accept that we each have a different definition of value, and discuss things based on their relative merits.
Isn't the ad just pointing out that you can't really get a sub-$1000 Mac, a market Apple consciously abandoned?
Considering her first choice was an Apple store, and she eventually settled for an HP (abet happily, it was free), it isn't exactly a winning endorsement.
No, the ad was pointing out that you if you're looking for a 17" laptop for under $1000, you can't get a Mac without doubling your budget. How many people out there right now can just throw down an extra $1000 to meet that requirement? Is having a mac that essential?
Her first stop was the Apple store because thats the first stop of a lot of people who are shopping around for laptops. If you're in the same boat as the lady in this ad then she basically saved you a trip. Unless, you want to go and look at all the laptops you can't afford.
"Isn't the ad just pointing out that you can't really get a sub-$1000 Mac, a market Apple consciously abandoned?"
It doesn't matter if Apple abandoned the market consciously or not for the purposes of the ad. "You can get a sub 1000 $ PC but not a Mac" reinforces the "Macs are expensive" meme and hints at "outrageously expensive". This is good marketing in a recession.
I think they are trying to point out that Windows is for everybody and anybody. The "I'm a PC" ads featured a wide range of people. I'm sure they will probably run some ads that talk about how Windows powers big companies too. I think the argument is that you don't need to buy into cult of Apple.
I think it's not about the affordability of the OS, it's about the affordability of the whole machine. In choosing a business strategy that allowed any OEM to load their OS on any HW, MS has ended up being on much cheaper machines (because of the competition in the HW market), and on machines that are less reliable and easy to use, partly due to that very openness (sure, not all Windows' faults are the consequence of this choice). So far all the things that Windows isn't, and all the faults it has, it is still the cheapest way to buy a personal computer, so I think it makes sense to MS to talk about that.
The thing I find strange about this ad is that they are trying to associate with people who can't afford a Mac (quote: my budget can't stretch..). Surely those people will buy a Windows machine anyway? If you wanted to make a point about price, wouldn't you try to associate with the people who do have the cash for a Mac, but point out to them that if they get a Windows machine their other $x000 can be spent on something else, e.g. a DSLR, holiday, etc. So maybe the real point of this ad is simply feel good factor, ala 'Windows is your friend'.
Of course, what Microsoft wouldn't like to point out is that a $400 netbook running Windows XP will make a lot of people happier than a $700 Windows laptop full of HP crapplications will.
Whatever your opinion of the software, you have to admit this is a really good ad. It hits Apple where it hurts, and given the timing, it hurts more than ever.
I don't. It not only refers to the competition by name, it clearly says that when given the opportunity to buy any computer, a person's first reaction is to visit the competition's store. It refers to the competition's computers as cool. It argues the only reason to buy a PC is if you don't have enough money to buy a Mac. Apple would agree whole heartedly with this ad. It essentially does their job for them.
"It hits Apple where it hurts"
How? By preaching to a market segment Apple doesn't even compete in? I don't think they'll be loosing any sleep (or sales).
"given the timing, it hurts more than ever"
What timing? Why would it hurt more? Your vague cliches have befuddled me.
No matter how good the add is Microsoft completely missed the point. No one buys Macs because they are cheaper than windows machines. People buy macs because having a mac is cool.
The ad markets to the current economy and highlights their strength (up front cost) with a friendly actress. Not much to it, far from innovative if you ask me.
On the other hand, I find Apple's aproach much more notable:
Apple is advertising by featuring products, err, rather apps, that Apple does not make. It's a commercial for the iPhone and not iPhone apps only because the ad states at the end that you can do all of it only on an iPhone.
The incredibly "cool" iphone gadget is featured 2nd to the developers' creations and the everyday user experience.
Apple is doing well in the mobile market. If it wants to sell more Macs, then maybe it might consider requiring people to buy Macs to use its mobile products.
[+] [-] harpastum|17 years ago|reply
While I don't really expect top notch punditry from TechCrunch, this short, well-worn jab at Apple is unhelpful, if not simply linkbait.
"[Microsoft's] got a point on the cost to feature ratio of Macs v. Windows machines..."
I'm not arguing that Macs are commodity priced, but I think the cost to feature ratio of most products is extremely difficult to define, especially for something as complicated as a personal computer. The fact that TechCrunch just trots it out as truth irks me.
In my personal opinion, the intangibles that come with a mac more that compensate for the relative difference in price between Macs and PCs with comparable specs. Simply saying that macs have a lower cost to feature ratio than Windows machines because there are cheaper PCs than Macs isn't unlike saying that BMWs have a lower cost to feature ratio because they can only go 50MPH faster than Toyotas and cost twice as much (not to mention the fact that PCs are far from uniform in their pricing and options).
Flame wars aren't beneficial to anyone. At some point we must accept that we each have a different definition of value, and discuss things based on their relative merits.
[+] [-] mikedouglas|17 years ago|reply
Considering her first choice was an Apple store, and she eventually settled for an HP (abet happily, it was free), it isn't exactly a winning endorsement.
[+] [-] brandonkm|17 years ago|reply
Her first stop was the Apple store because thats the first stop of a lot of people who are shopping around for laptops. If you're in the same boat as the lady in this ad then she basically saved you a trip. Unless, you want to go and look at all the laptops you can't afford.
[+] [-] plinkplonk|17 years ago|reply
It doesn't matter if Apple abandoned the market consciously or not for the purposes of the ad. "You can get a sub 1000 $ PC but not a Mac" reinforces the "Macs are expensive" meme and hints at "outrageously expensive". This is good marketing in a recession.
[+] [-] Dilpil|17 years ago|reply
[+] [-] snprbob86|17 years ago|reply
[+] [-] tomsaffell|17 years ago|reply
The thing I find strange about this ad is that they are trying to associate with people who can't afford a Mac (quote: my budget can't stretch..). Surely those people will buy a Windows machine anyway? If you wanted to make a point about price, wouldn't you try to associate with the people who do have the cash for a Mac, but point out to them that if they get a Windows machine their other $x000 can be spent on something else, e.g. a DSLR, holiday, etc. So maybe the real point of this ad is simply feel good factor, ala 'Windows is your friend'.
[+] [-] Andys|17 years ago|reply
[+] [-] henning|17 years ago|reply
[+] [-] palish|17 years ago|reply
[+] [-] unknown|17 years ago|reply
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[+] [-] rjurney|17 years ago|reply
[+] [-] chaosmachine|17 years ago|reply
[+] [-] jemmons|17 years ago|reply
I don't. It not only refers to the competition by name, it clearly says that when given the opportunity to buy any computer, a person's first reaction is to visit the competition's store. It refers to the competition's computers as cool. It argues the only reason to buy a PC is if you don't have enough money to buy a Mac. Apple would agree whole heartedly with this ad. It essentially does their job for them.
"It hits Apple where it hurts"
How? By preaching to a market segment Apple doesn't even compete in? I don't think they'll be loosing any sleep (or sales).
"given the timing, it hurts more than ever"
What timing? Why would it hurt more? Your vague cliches have befuddled me.
[+] [-] unknown|17 years ago|reply
[deleted]
[+] [-] spectre|17 years ago|reply
[+] [-] vaksel|17 years ago|reply
[+] [-] quizbiz|17 years ago|reply
On the other hand, I find Apple's aproach much more notable:
Apple is advertising by featuring products, err, rather apps, that Apple does not make. It's a commercial for the iPhone and not iPhone apps only because the ad states at the end that you can do all of it only on an iPhone.
The incredibly "cool" iphone gadget is featured 2nd to the developers' creations and the everyday user experience.
[+] [-] amichail|17 years ago|reply
[+] [-] harpastum|17 years ago|reply
Hopefully people liking iPhones will make Mac market share grow organically, but it would be a mistake to try and force it.
[+] [-] dotmatrix|17 years ago|reply
[+] [-] unknown|17 years ago|reply
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