Linked by Thom Holwerda on Sat 14th Jan 2006 16:50 UTC, submitted by mono
Intel Apple's television ads for its new Macs boast that for years, Intel's chips have been "trapped inside PCs - dull little boxes, dutifully performing dull little tasks." Now, the voiceover proclaims, the Intel processor will finally be set free. Of course, that's not exactly the way Intel would put it. "Never would we characterize our customers that way."
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Amazing
by mikehearn on Sat 14th Jan 2006 17:13 UTC
mikehearn
Member since:
2005-12-31

It's astonishing that Apple can spin the fact that nothing now distinguishes their hardware from regular PCs except the case as the competition being "dull".

I am guessing that Apples target audience with these ads simply don't know Apples history of "exotic" technology being progressively dumped in favour of industry standards, and so can't make any objective comparisons.

Even so, the Intel Inside campaign means almost everybody knows that Intel chips power standard PCs - so how can an advert that promotes the fact that Apple are now the same possibly work?

I guess this is why I'm not in marketing ... oh and FWIW this attitude of theirs is pretty annoying. I'm a PC user so I guess this means I only use my computer for "dull" things (and by extension must be a dull person)? Adverters like to promote a lifestyle that goes with a product but these guys seem to have got a bit carried away and started insulting their potential customers lifestyles too! Not something that particularly makes me want to buy a mac.

Reply Score: 5

RE: Amazing
by Duffman on Sat 14th Jan 2006 18:19 in reply to "Amazing"
Duffman Member since:
2005-11-23

>It's astonishing that Apple can spin the fact that nothing now distinguishes their hardware from regular PCs.

Well show me a PC with EFI today ...

Anyway, if you think only 2 sec, you will understand that Apple is targeting Microsoft not PC constructor. Windows is the OS running on almost all PC.

Edited 2006-01-14 18:26

Reply Parent Score: 3

RE[2]: Amazing
by Wrawrat on Sat 14th Jan 2006 19:17 in reply to "RE: Amazing"
Wrawrat Member since:
2005-06-30

Well show me a PC with EFI today ...

http://www.osnews.com/permalink.php?news_id=13278&comment_id=85439
But even if there were not any, a firmware barely distinguish a solution from another... especially when they share about 99% of the internals.

I would say they are targeting PC manufacturers. After all, Apple are selling a complete hardware/software solution, just like them. They are not interested in selling standalone versions of their OS for every PC like Microsoft does. I believe Jobs pointed out many times that they are NOT a software company.

Reply Parent Score: 3

RE[2]: Amazing
by nimble on Sun 15th Jan 2006 08:16 in reply to "RE: Amazing"
nimble Member since:
2005-07-06

>It's astonishing that Apple can spin the fact that nothing now distinguishes their hardware from regular PCs.

Well show me a PC with EFI today ...


That's not hardware.

EFI is a welcome and long-overdue improvement over BIOS, but do you really think the contents of the boot ROM makes a difference to anyone much other than the computer makers themselves?

Besides, with Intel pushing it, Microsoft finally supporting it in Vista, and Apple publicising it, EFI will hopefully soon replace BIOS on all those "dull" PCs too.

Reply Parent Score: 1

RE: Amazing
by grrr on Sat 14th Jan 2006 23:27 in reply to "Amazing"
grrr Member since:
2005-09-03

A lot apple advertising is full of hyperbole (burning bunnies, stoned girls saying beep beep beep),. You probably need a sence of humor to appreciate it. So maybe you are indeed a dull person.

Reply Parent Score: 4

RE[2]: Amazing
by Drawnstories_studios on Mon 16th Jan 2006 00:42 in reply to "RE: Amazing"
Drawnstories_studios Member since:
2005-12-12

okay I aggree a hundred percent. But off topic, Apple's advertising dept has sort of been an embarrassment to the whole company. "Think Different" where is the intelect and sophistication of a company that's public face is inept when it comes to something as simple as the english language.

Reply Parent Score: 1

RE[2]: Amazing
by Quoth_the_Raven on Sun 15th Jan 2006 13:34 in reply to "Amazing"
Quoth_the_Raven Member since:
2005-11-15

"It's astonishing that Apple can spin the fact that nothing now distinguishes their hardware from regular PCs except the case as the competition being "dull"."

Well, a computer isn't anything without it's operating system, so comment is pretty pointless.

Reply Parent Score: 1

RE: Amazing
by gonzalo on Sun 15th Jan 2006 15:04 in reply to "Amazing"
gonzalo Member since:
2005-07-06

Insulting your potential customers is (sadly) nothing new in advertising. Anything to get a reaction, any reaction, from them.

Reply Parent Score: 1