Fair enough - I agree that Microsoft has been shifting it's messaging quite a bit - but I think a lot of that has to do with Apple being a functional organization (singular vision directed on downwards) and Microsoft is a Divisional Organization (multiple business lines). Where the single vision is communicated (Windows Everywhere) - it's not always appropriate -(Consumers care about experience, not product lines) Here is the last few years of Apple Ads. o [this video] (PC Ad) o [link] (iPod Ad) o [link] (Genius Ad) They have been hitting their stride recently: o [link] (iPhone Camera) o [link] (iPhone Facetime) o [link] (iPhone Music) Interesting, one of the supposedly "Worst reviewed" ads really spoke to me o [link] (Designed in California) I hope we see more like the last one. That's the sort of thing that I think a company should aspire to.
Apple's Mac vs PC ads as an example of its marketing.
It didn't use a silly name for their competitor, but Apple's "I'm a PC" ads are one recent example of pointed negative advertising targeting a specific competitor (and using kind of silly stereotyping of "PC users" to do so): [this video]
Example of pointed negative advertising against a competitor.
I wonder if anyone else here is old enough to remember the "I'm a Mac", "And I'm a PC" ads. There was one that was about all the annoying security pop-ups Windows (used to?) have. (FWIW, it starts here: [this video] .) Lately I've gotten so many of these popups on Mac that it both annoys and amuses the hell out of me. "Die a hero or live long enough to see yourself become the villain", I guess. But, man, Apple hardware still rocks. Can't deny that.
Ad mocking Windows security pop-ups, now ironic for Mac.
> I wonder if anyone else here is old enough to remember the "I'm a Mac", "And I'm a PC" ads. Those ads ran from 2006 to 2009. That’s between 16 and 19 years ago. How young do you imagine the typical HN commenter is? > There was one that was about all the annoying security pop-ups Windows (used to?) have. Those have been relentlessly mocked on the Mac for years. I remember a point where several articles were written making that exact comparison. People have been calling it “macOS Vista” since before Apple Silicon was a thing. > WIW, it starts here: [this video] A bit better quality: [link]
Timestamped start of the ad about security pop-ups.
> Apple's perceived superiority on the security front Still one of the biggest lies that Apple ever told. The very first I'm Mac I'm PC was 100% about how they are virus free OS. [this video]
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