Stephen; Apple ads are aimed at those that fancy themselves to be artsy creative types. Unfortuneately that sterotype has been overused and people now avoid it. What do the Wintels do? Analyze that, do it.
Except I have had an eyeful of people in funny reflective 'clean'? room clothes of assorted colors(Intel Inside ads, Barf often, Barf hearty)
If you do not like the ads, most of those like you will not like them as well. If you are a mainstream person, Apple does not sell well to you.
Apple has consistently positioned its ads as if it were superior, modern rebellion against that type of authoritarian approach raises hackles.
It is obvious that the ad agency pandered to Jobs wishes and he was pleased, bit does it sell? Ad agencies are good yes men. Apple needs to make a new departure, compete on a price basis at name brand and clone levels, just like the Wintels. In that case they would gradually get more and more share as people saw the light. If you are trying to get new people and they see two choices of $X and $X + $N, they do not get any farther, they buy Wintels. They both work, and people just buy the cheaper.
Back in 1985 when Gates asked to licence the Mac OS was a critical departure, downhll from there.
Bill |
