They ended the spot saying that Apple market share may have peaked.
I think many customers are going through the last round of updates before abandoning the platform. This trend has been observed in other product phase-outs before (albeit not a single example comes to mind right now).
I think Apple needs two things to forestall this event. One, continue specializing in the niches they have left, so that installed base reconsiders their decision. Two, the iMac has to be nearly identical to Win98, but better. The standard "same but different" oxymoron. Allow me to explain.
Same A layman should not see any difference off-hand between the iMac and Win98. Yes, an icon here or there might be different, but laymen do not take notice. For example, what is the difference between the speedometer in your and your spouse's car? Unless you are a car buff, you would answer "they are pretty much the same".
Different The salesperson should be the one talking about the differences, e.g. "well, the iMac over here is easier to install. About 25% of our PC customers call us back with questions after purchasing one compared to 5% for iMacs. Plus, it is 20% faster and is internet ready with a 56K modem and ethernet card for cable modem." (Using the car analogy, "this Honda Accord has power locks and windows, it gives you better mileage and it breaks down three times less often that the standard american car").
I think investors here should keep an eye in this (and other) initiatives that will ensure Apple's survival for the long run. |
