Apple going in prepared
Apple’s Switch Campaign was launched in 2002, and wasn’t as successful as they’d planned it to be, and it was phased out.
The ads Apple brought out were lacking in many sense, and dispelled no myths (at least, in my mind) of what Apple Computers were. It didn’t dispel the myth that you could do everything you did on PCs. Most of the ads just didn’t hold any truth with the audience.
Most of the ads contained people who had switched from “Wintel” machines[1] to Macs, and found the new computers to be a God send. Why? How? Many other questions also entered many peoples mind. The ads, in one word, were incomplete. Most of the reasons for change didn’t affect a majority of the audience. And believe me, “clunkiness” is _not_ a reason to change.
The Switch ads never really gave a great reason to switch. Sure, PCs had their fare share of problems, but it was a platform people were comfortable with[2]. And many of the switch assertions were exaggerations. Most people didn’t face problems connecting digital camcorders. Many of them found the drivers bundled with the CDs quite useful, and they didn’t have to search for hours on the net. And, most of all, people weren’t sure if all there favourite apps would have alternatives there.
There is one question which I know bowled several sons/daughters out while trying to get their moms/dads to switch over to Macs: “Does it have Solitaire?”
However, this time, Apple seems to have done their homework. Instead of focusing on quantity, they’ve gone for quality. Also, they don’t really shun the PC anymore. They just show how they’re far superior at doing their stuff[3].
Instead of focusing on switching over from Windows to OS X, Apple is rather focusing on making people buy Apple computers, which was something they should’ve done last time. Now, you may tell me that Apple’s aim was to sell computers only last time, that is true. However, Apple doesn’t ask people to switch to Macs this time round, rather, just buy a Mac and give it a chance. You see, it’s a lot easier to pick a mac when buying a new computer rather than switching to a Mac. Remember, I’m talking about the success of the ads. Not the number of macs bought, but the success of the ads.
With the new ads, Apple has tried to say that yes, Windows and Apple do have a lot in common. Mac OS X is not some alien OS which you’ll have to learn from the ground up. It’s just a better OS than Windows.
And the fact that Apple just wants to sell hardware is more evident by the fact that it cites the ability to run Windows as a point to get a mac.
Bottom line? Apple is a focused hardware selling company. That more people use OS X is a boon for them, but they’re even willing to share market space with Windows, as long as they power the hardware side of things. This view hasn’t changed over the years, and was the same in 2002, when the Switch campaign was launched. Except then, Apple didn’t implement it right.
Will it be successful? Only time, and availability of great software will tell[4].
fn1. However, I don’t know how much it is appropriate now to call it a Wintel machine, as Intel now powers both Windows and Mac. Maybe WinAMD?
fn2. Comfortable as in easy to get hold of someone who knew stuff when it went wrong.
fn3. Let’s face it. Everyone exaggerates while making ads!
fn4. For example, the sooner Adobe makes Universal binaries available, the better it is for the Macs. Similar is the situation with Microsoft Office.