The "Get a Mac" campaign features six television spots that are playful, but notable. But the real blows are being delivered on the "Get a Mac" website. Here are a few excerpts:
SOURCE: http://www.apple.com/getamac/
- All those reasons you never bought a Mac? Not true anymore.
- How much time have you spent troubleshooting your PC? ... Get a Mac and get your life back.
- Mac OS X was designed with security in mind. Windows just wasn't built to bear the onslaught of attacks it suffers every day.
- Since Mac OS X engineers aren't busy damming a flood of viruses, they have the time to think up amazing new technology.
- Other computers include software, it's true. But once you start using that software, you find that you're hobbled in some way or another.
SOURCE: http://www.apple.com/getamac/works.html
- Your toaster doesn't crash. Your kitchen sink doesn't crash. Why should your computer? Think of the countless hours you would save if our PC worked on your time -- not the other way around. Then think about a Mac.
- If you spend more of your precious time figuring out why your PC crashes than you spend taking out the garbage every week, you need a Mac.
SOURCE: http://www.apple.com/getamac/stuff.html
- You can purchase lots of separate programs from different PC developers, and any one of them may have similar features to those you'll find in one of the iLife applications. But how many of those applications work hand in glove together?
SOURCE: http://www.apple.com/getamac/viruses.html
- By the end of 2005, there were 114,000 known viruses for PCs. In March 2006 alone, there were 850 new threats detected against Windows. Zero for Mac.
- When you get a Mac, only your enthusiasm is contagious.
- To get a sense of just how big the virus problem is, search for "virus" at both Apple and Microsoft. Compare the number of results.
SOURCE: http://www.apple.com/getamac/macosx.html
- Mac OS X, the most advanced operating system in the world today, delivers a platform of features designed to make the time you spend on your computer a wholly pleasant and entirely productive experience.
Can you say that about your computing life in Windows? - Built into the very fabric of Mac OS X, Spotlight puts lightning-fast search capabilities right at your fingertips, quickly showing search results as you type. And Spotlight searches most of the file types...you have on your drive. ...David Pogue says it's "like Google for your hard drive."
Has Microsoft delivered such functionality yet?
SOURCE: http://www.apple.com/getamac/photos.html
- Sure, you can create a photo book using a PC. If, that is, you can juggle.
SOURCE: http://www.apple.com/getamac/websites.html
- With a Mac, you can create your very own website -- complete with video, podcasts, and photo galleries -- in the time it takes a PC to churn out a single text-only blog entry.
SOURCE: http://www.apple.com/getamac/movies.html
- Any computer can play movies. But only one comes with all the software you need (to) make blockbusters. Every new Mac features iMovie HD, iDVD, and iWeb -- three easy-to-use essentials for importing, editing, and sharing mouth-watering masterpieces. Part of the iLife '06 software suite, these applications work seamlessly together. Try finding that on a PC.
SOURCE: http://www.apple.com/getamac/drivers.html
- When you bring home a new hard drive, printer, or gamepad, it's probably because you have something you'd actually like to do. Back up your photos. Print the proposal you just finished. Play a few games.
You shouldn't have to waste your time trying to banish a nasty error message from your screen. You shouldn't have to restart your computer simply because you connected a new printer. And you shouldn't have to go off on a scavenger hunt, searching doggedly for device drivers, so that your computer can see and get along with that shiny new peripheral.
You should simply be able to connect that camera, printer, gamepad, camcorder, or phone to your computer and use it. That's certainly the experience you'll enjoy on a Mac. Millions do now. And you can join them.
SOURCE: http://www.apple.com/getamac/awesome.html
- Sure a new PC comes with software. It's just not software you'd ever want to use. A new Mac, on the other hand, comes with lots of really great stuff. So you can make lots of really great stuff.
- Unpack your new PC and you'll be amazed at what it offers. A bundle of mismatched software and that nagging feeling that your desktop has just been sold to the highest bidder. Of course, it does have that cool calculator. Oh, and a clock. That'll come in handy when you're ticking off the hours it takes you to uninstall all the software you don't want and buy all the software you do.
- So forget the fine print. With a Mac, fun is not sold separately.
Those are only the most aggressive snippets I found, but there's plenty more where that came from. Personally, I'm happy to see Apple do this. Sure, it's a little candy-coated in places (what marketing isn't?), but it really targets people where it counts: our time is valuable, and we're wasting a lot of it using PCs.
I think it's a strong message; I hope it can sustain for a while.
Apple has gotten rather balls-y since they pulled the Intel ad stunt on the same stage as Paul Otellini during MWSF'06, don'tcha think?
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