Eric Schwarz - 2002.06.27"Real People" isn't a bad ad campaign for Apple, just as "Think Different" wasn't a bad campaign. The problem is, Apple needs to learn who they are targeting and who they should be targeting.

If they want to get Windows users to switch, they need to change a few things.

Get the Kiddies

First, as it has been said elsewhere, Apple needs to advertise to everyone. From what I've seen, kids who would have influence on their family's computer purchases usually view Apple's products as bad. Why? They associate Macs with stupid stuff at school, rather than fun and games from their Wintel PC at home.

Of course, there are a few that like the Macs, but this seems to be the minority (in unscientific observations). Apple needs an ad campaign that shows all the cool stuff children (junior high and younger) can do with the Mac. I'm talking about stuff they care about, not really the iApps. Kids don't care if it crashes or how it works like their mind or how you can plug all your other electronics into it.

Get the High School/College Students

Besides the fact that students can get a discount on any Mac (Apple should advertise that), Apple should promote how easy it is to use a Mac on the Internet, whether it be at home, at school, or in a dorm. They need to convince consumers that the multimedia goodies loaded on a Mac are what students want (everyone in that age group seems to have a ton of MP3s and pictures).

Apple maybe could create mini-commercial/movies that are the length of regular commercials, but tell some kind of story (like the Volkswagen Jetta one where the guy makes it just in time to stop a wedding), and can involve instant messaging, projects, or anything else in young adult lives.

Prove that Macs Are Cheaper

For the money-conscious, Apple should create some ads showing what built-in hardware Macs have that cost extra on PCs. To Apple's Ad Department: Compare an Apple to an orange - I dare ya.

Show That Macs Aren't Limited Software-Wise

Apple needs to show people that all their favorite programs can be run on a Mac. They need to end the misconceptions that Macs can't use the most popular apps. This already has been kinda done on the current ads.

Show the Computers & Software

Sure, the idea behind the newest ads is that people know what an iBook is and what an iMac is, but the #1 computer company in innovations needs to still show their beautiful hardware and software. Maybe this sounds kinda dumb, but there are people who will buy a computer because of the way it looks (makes sense now, doesn't it?).

So What If They're "Real"?

I'm not sure if Joe Blow will decidedto buy a Mac because Liza Richardson said that her Mac doesn't crash. I don't think little Nicky the gamer decides to buy a Mac because of how it "just works." I think the website is a very good start (the tutorials, the top ten lists, and the other little things), but the "Real People" TV ads are just okay - Apple need not bash Wintel the way they do. It reminds me of the Pepsi ads where they always used to compare themselves to Coke. That kind of thing turns consumers off.

Apple does need to show how Macs and PCs can get along, and how the Mac is better than the PC, but they also need to advertise their products on a level that is above mudslinging.

Eric Schwarz has been using Macs and other computers for a few years. His personal website - dealing with Macs (of course) - is at <http://schwarztech.macweekly.com/>. You can learn more about his current computer setup in Eric Schwarz's iBook.

Recent Power of Mac

• TextEdit, a hidden powerhouse that comes free with OS X, 03.26. Although easily overlooked, TextEdit could be all the word processing software a lot of Mac users ever need.
• Whether you call it AirPort, WiFi, or 802.11 wireless networking, your portable should have it, 03.19. With more wireless hot spots popping up, there are more reasons to have an AirPort card in your 'Book every day.
• Are older Macs lower than low end?, 03.14. Are low-end Mac users finding happiness with newer low-end Mac?
• Back to school software, 2002 edition, 08.01. Practical software for students (and others) using Mac OS X.
• More in the Power of Mac index.

Links for the Day

• Mac of the Day: iMac G5 (iSight), Oct. 2005 -Apple built an iSight webcam into the last version of the G5 iMac.
• Group of the Day: Old Mac MP covers 604-based multiprocessor Macs and clones.
  
• March 13 in LEM history: 89: Tim Berners-Lee lays foundation for the Web - 00: G4 insignificantly superior to G3 - Mac IIcx for a friend - 01: Apple wins and loses - Accessorize your TiBook - 03: Student questions about the Mac - 06: Copyright bullies - 08: Mac critics now exclaim that Apple isn't successful enough

Recent Content on Low End Mac

• Apple Tops in Laptop Support, Rise of Netbooks Charted, 1 TB Bus Powered Hard Drive, and More, The 'Book Review, 03.12. Also Apple files for patent on notebook cooling technology, the Mac user and his i7 laptop, HP's latest Vivienne Tan netbook, and more.
• Consumer Reports Rates Apple Tops, Macs Cost Less to Manage than PCs, 6 Core Mac Pro Soon?, and More, Mac News Review, 03.12. Also dreaming of a Mac mini on steroids, focus on word processiong, Ubuntu ditches brown for more Mac-like appearance, and more.
• OS X 10.4 Tiger Still Very Usable on a 500 MHz G3 Mac, Simon Royal, Mac Spectrum, 03.11. For writing and basic Internet access, a 500 MHz G3 provides sufficient power and Tiger provides fairly up-to-date software.
• WPA for Original AirPort, Stainless Browser, Multiple Input Bug Persists in Snow Leopard, and More, Charles W. Moore, Miscellaneous Ramblings, 03.11. Also kudos for Shiira, G3 vs. G4 upgrade for Pismo PowerBook, and 17" PowerBook still suffices.
• iPad Gaming Potential, Dan Bashur, Apple, Tech, and Gaming, 03.11. Two years of developing games for the less powerful iPhone and iPod touch has prepared developers to unleash the iPad's potential.
• Apple Now Sees Microsoft as Less Evil than Google, Frank Fox, Stop the Noiz, 03.10. With Android threatening the iPhone's dominance, Apple views Microsoft and Windows 7 Mobile as the lesser threat.
• More links in our archive.

Recent Deals

• Best iPod classic Deals, 03.12. Used 20 GB, $119; 40 GB, $139; 60 GB, $159; 30 GB video, $129; 60 GB, $159; 80 GB, $169; refurb 120 GB, $189; new, $214; 160 GB, $228 shipped.
• Best G3 iBook and AirPort Card Deals, 03.12. 366 MHz 12" clamshell, $89; 466, $125; 500 white CD, $100; 600, $199; 800 Combo, $239; 14" 900, $225.
• Best Xserve Deals, 03.12. Used 1 GHz dual G4, $499; 2.0 dual G5, $599; 2.3, $749; refurb 2.26 4-core Nehalem, $2,499; new, $2,699; 8-core, $3,449; refurb 2.66, $4,299; new, $4,799; more.
• Best iPod touch Deals, 03.11. Refurb 8 GB, $149; 16 GB, $199; 32 GB, $249; 64 GB, $339; new 3G/8 GB, $184; close-out 2G/16 GB, $229; 3G/32, $270; 64, $355. Shipping included.
• Best 17" MacBook Pro Deals, 03.11. Used 2.33 GHz, $1,099; 2.5, $1,349; refurb 2.66, $1,949; 2.93, $2,199; new 2.8, $2,249 after rebate; 3.06, $2,749.
• Best Mac OS X 10.5 Deals, 03.11. "Leopard" one user, $180; upgrade from 10.4, $150; 5 users, $400; Server, 10 users, $493; unlimited users, $600.
• Best iPod nano Deals, 03.10. Refurb 4G/8 GB, $99; 16 GB, $119; 4G/8 GB, $129; 16 GB, $139; new 5G/8 GB, $134; 16 GB, $160. Shipping included.
• Best 15" PowerBook G4 Deals, 03.10. 1 GHz Combo, $400; 1.25 GHz, $460; 1.33 GHz SuperDrive, $539; 1.5 GHz, $550; 1.67 GHz, $589; hi-res, $800.
• Best iPod shuffle Deals, 03.10. New 3G/2 GB, pink, $53; other, $55, 4 GB, blue, $71; other, $73. Shipping included.
• More deals in our archive.

Power of Mac articles copyright ©2001-2003 by Eric Schwarz. Entire Low End Mac website copyright ©1997-2010 by Cobweb Publishing, Inc., unless otherwise noted. All rights reserved. Advice presented in good faith, but what works for one may not work for all. Please report errors to .
  LINKS: We allow and encourage links to any public page as long as the linked page does not appear within a frame that prevents bookmarking it.
  Access our RSS news feed at http://lowendmac.com/feed.xml.
  Email may be published at our discretion; email addresses will not be published without permission, and we will encrypt them in hopes of avoiding spammers. If you prefer your message not be published, mark it "not for publication." Letters may be edited for length, context, and to match house style.
  PRIVACY: We don't collect personal information unless you explicitly provide it. For more details, see our Terms of Use.
  Low End Mac is an independent publication and has not been authorized, sponsored, or otherwise approved by Apple Inc. Apple, the Apple logo, Macintosh, iBook, iMac, eMac, iPod, iPhone, PowerBook, MacBook, MagSafe, Mac Pro, Apple TV, and AirPort are registered trademarks of Apple Inc. Additional company and product names may be trademarks or registered trademarks and are hereby acknowledged.