Comments on: Think Different(ly) http://backingin.com/2010/01/04/think-differently/ My thoughts about stuff... Tue, 02 Aug 2011 15:29:11 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: admin http://backingin.com/2010/01/04/think-differently/comment-page-1/#comment-42 admin Mon, 18 Jan 2010 17:48:16 +0000 http://backingin.com/?p=98#comment-42 More valid points, Mr. Driveshaft. I agree that Apple does a great job marketing their products. I cover my frustration with Microsoft's (and others) confusing marketing of their consumer products in a later post. Apple may think they are being humble in those ads, but it comes off to me as very arrogant. As I have said before, I love their tech, but everything else about Apple just gives me the d-chills. More valid points, Mr. Driveshaft. I agree that Apple does a great job marketing their products. I cover my frustration with Microsoft’s (and others) confusing marketing of their consumer products in a later post. Apple may think they are being humble in those ads, but it comes off to me as very arrogant. As I have said before, I love their tech, but everything else about Apple just gives me the d-chills.

]]> By: Driveshaft http://backingin.com/2010/01/04/think-differently/comment-page-1/#comment-24 Driveshaft Sat, 16 Jan 2010 17:33:13 +0000 http://backingin.com/?p=98#comment-24 Apple provides a rigid but clear market experience for the consumer. The message is: this is what we make, isn't it pretty? This is what you can do with it, this is how much it costs. Simple. Microsoft's message? Not sure yet. Go to Apple's website and look at their homepage. Now look at Apple's. MSFT offers so much to so many that they can't possibly get a focused and clear message to the entities who use their stuff. Consumers like a clear message. They want to know what you do and how much is costs. above that, they are ambitious to fit in to the image that is portrayed. They want to look like the guy in the Bowflex ads. They want to be the guy driving through the tunnel in a BMW with a hot, drunk model in the passenger seat. So, AAPL portraying the Mac and PC guys as they do isn't so much a projection of how they see the consumer market as it is a sort of fun house mirror. They distort and sharpen the contrast to emphasize what they think buyers want to see themselves as. Of course, the deck is stacked so buyers want to see themselves as the Mac guy vs the doughy PC. Keep in mind, the PC is seen as smart. Smart but arrogant. His arrogance is his downfall whereas the Mac, while a bit douchy, is more humble and kind to the doofus PC. This response was typed on a Mac. Apple provides a rigid but clear market experience for the consumer. The message is: this is what we make, isn’t it pretty? This is what you can do with it, this is how much it costs. Simple. Microsoft’s message? Not sure yet.

Go to Apple’s website and look at their homepage. Now look at Apple’s. MSFT offers so much to so many that they can’t possibly get a focused and clear message to the entities who use their stuff.

Consumers like a clear message. They want to know what you do and how much is costs. above that, they are ambitious to fit in to the image that is portrayed. They want to look like the guy in the Bowflex ads. They want to be the guy driving through the tunnel in a BMW with a hot, drunk model in the passenger seat.

So, AAPL portraying the Mac and PC guys as they do isn’t so much a projection of how they see the consumer market as it is a sort of fun house mirror. They distort and sharpen the contrast to emphasize what they think buyers want to see themselves as. Of course, the deck is stacked so buyers want to see themselves as the Mac guy vs the doughy PC.

Keep in mind, the PC is seen as smart. Smart but arrogant. His arrogance is his downfall whereas the Mac, while a bit douchy, is more humble and kind to the doofus PC.

This response was typed on a Mac.

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