Originally Posted by Curmudgeon
Why is Apple so reluctant to show the MacOS interface in their commercials?
First rule of sales: sell benefits, not features.
Second rule of sales: differentiate
Third rule of sales: sell lifestyle, not products
In a 30 second TV commercial, it's very difficult to differentiate on UI. And the truth is, from a static point of view, Windows and MacOS isn't that different and I would claim that Windows even has some advantages (better mini-Finder, etc.)
Apple has been absolutely brilliant on all three rules listed above. They focused on users' frustrations with the PC experience, they differentiated the Mac and they positioned the Mac as the machine of younger, calmer, cooler people as opposed to Hodgman's unstylish, uptight and out-of-shape character. And Apple was brilliant at balancing ease of use and hipness of design. (If you only focus on supposed ease of use, you wind up being AOL.)
But Microsoft hasn't done so badly either. While derivative and not totally credible (at least not to me), their "I'm a PC" campaign has attempted to reclaim the creative community. If Apple had executed that campaign, we'd all be praising it as a positive campaign that shows real users using real Macs in the real world.
And as others have noted, there was one troubling aspect to Apple's campaign: it focused more on what was wrong with a PC than what was right about the Mac. So while it was tremendously effective, it may be time to say goodbye to it. I think what Apple should focus on now is their ecosystem. It's the ecosystem that has made Apple the unbelievable success that it is. (52 week low on the stock is 115; it's 239 today. Not bad for a recession and for a product line that is considered to be overpriced.)