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New Windows 7 ad criticizes Apple's lack of Blu-ray support on Mac

post #1 of 411
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Microsoft has once again taken on Apple and the Mac platform in a new advertisement which touts the ability of a Windows 7 laptop to play Blu-ray discs, while a MacBook cannot.

The advertisement released this week, made with stop-motion animation, shows a Windows 7 laptop on a flight with a Mac. The anthropomorphic laptops are shown to be friendly, though the PC plans to spend time on their "long flight" by watching the film "Avatar" on Blu-ray.

"What is that?" the Mac asks as the movie starts. "Oh, it's Blu-ray," the Windows 7 machine responds. "It's built in."

The advertisement is a direct attack on the Mac, which does not have the ability to read high-definition Blu-ray discs. Apple Chief Executive Steve Jobs once publicly called the licensing issues regarding Blu-ray a "bag of hurt."

At the end of the commercial, Microsoft takes another shot at Apple with a mock rating of "PC," stating that "no Macs were used in the making of this video." Its inclusion is noteworthy, because the 2008 "I'm a PC" campaign from Microsoft that criticized Macs was actually created with Apple hardware.



Rather than place Blu-ray drives in its line of Mac hardware, Apple has instead focused on streaming and selling HD content through its iTunes store, where movies and TV shows are available for purchase or rent. In September, the company further pushed that commitment with the launch of the new, streaming-centric $99 Apple TV.

Apple and Microsoft have exchanged jabs through advertising on numerous occasions. In particular, Apple's "Get a Mac" campaign proved very successful, and was named the advertising campaign of the decade by Adweek.

But in 2010 Apple discontinued the "Get a Mac" campaign. Since then, its advertisements have not made mention of Microsoft or Windows, but have instead focused on the products and their features.
post #2 of 411
I guess all Apple needs to do to counter this commercial is create create one of their own showing what happens on the flight when PC only gets halfway through the film before his battery dies - the Mac can carry on to the end of the film and beyond because his film is an HD download from iTunes.
post #3 of 411
So Microsoft went from not needing to mention Apple, and thereby demeaning itself, to needing to define itself in terms of Apple.

Apple, meanwhile, went from comparing itself to the big guy, to being able to stand on its own two feet.
post #4 of 411
Quote:
Originally Posted by dangermouse View Post

So Microsoft went from not needing to mention Apple, and thereby demeaning itself, to needing to define itself in terms of Apple.

Apple, meanwhile, went from comparing itself to the big guy, to being able to stand on its own two feet.

Indeed.

Oh.. how the mighty have fallen.
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post #5 of 411
First off, I doubt that's a real "commercial." It's over a minute long, so it'll never be shown on TV.

Second, where's the part where the iPad or iPhone walks up and says, "physical media, how quaint. I downloaded Toy Story 3 in the airport before the flight."
post #6 of 411
Quote:
Originally Posted by Garamond View Post

Indeed.

Oh.. how the mighty have fallen.

Well, we're seeing an interesting role reversal in more than a few ways. Who would have thought a decade ago that Apple would be the larger company in terms of sales?
post #7 of 411
Quote:
Originally Posted by MarkAllan View Post

I guess all Apple needs to do to counter this commercial is create create one of their own showing what happens on the flight when PC only gets halfway through the film before his battery dies - the Mac can carry on to the end of the film and beyond because his film is an HD download from iTunes.


I think most laptops will last three hours ok. This is actually a good angle for MS, as there's no real reason or excuse for the lack of Blu-Ray support for Mac, other than "licensing issues" which means Jobs didn't get his own way and all the pie. His assertion that BR is a dead format is bollocks, as the sales grew way over 100% on last year, some half a billion in revenue.

Anyone who says that there's no difference with that and downloaded or streaming content is also misinformed, as I have Apple TV 2 and a PS3, and the difference is night and day, honestly. That's before you factor in the time it takes to download and getting throttled by your ISP for streaming 30GB films a month. (BT I am looking at you)
post #8 of 411
Big whoop, I have loads of Blu-Rays but no inclination to watch them on my Mac. If I want to watch the content I watch the included digital copies, without the drive making a noise and wasting power.

Who needs mega resolution and bitrate on a shitty little 13"-17" laptop display anyways??
post #9 of 411
And Avatar was made on... ?
post #10 of 411
Quote:
Originally Posted by AppleInsider View Post

Apple Chief Executive Steve Jobs once publicly called the licensing issues regarding Blu-ray a "bag of hurt."

Translation: We can make money off downloads. We wouldn't get a cut of any Blu-ray disc sales. Not interested.
post #11 of 411
If I want to watch a blu-ray, I rip it to my server (usb bd) and watch it anywhere, any time.
post #12 of 411
So how does Microsoft downplay their refusal to put Blu-Ray on the XBox? It's a bit contradictory to tout Blu-Ray on one device yet say that streaming is the way to go on another. At least Apple is consistent with streaming as their go-to strategy.
post #13 of 411
There is so much irony in Microsoft plugging Blu-ray support when they did everything they could to delay and kill the technology (the presumption at time was they could deliver more content via the web, and their own patents, with a delay or funding HD DVD so that no clear winner existed with blu-ray).

This is now a valid marketing jab at Apple though. Even if Apple doesn't want to make blu-ray standard, they should at least make it optional and let the customers decide if they want to pay for the privilege (let them pay for the bag of hurt) - it would take away one of the few stones the PC marketing world has, even if few people bought the drives on the Mac.
post #14 of 411
I'm pretty sure Apple is loving Microsoft right now cause in reality not too many people give a shit about blu ray.
post #15 of 411
Fact: DVD/Blu Ray battery life averages 1.5 hours on a modern Sony laptop. 2 hours at best.

Fact: A modern MacBook can play HD movies between 5 - 10 hours.

Fact: Avatar is over 2.5 hours long.

No thank you Microsoft.
post #16 of 411
Quote:
Originally Posted by Cpsro View Post

If I want to watch a blu-ray, I rip it to my server (usb bd) and watch it anywhere, any time.

Because that's a lot less hassle than sliding in a disc. Any excuse to not admit your'e on the losing side for once.


I'l bet if you surveyed a random sample of Mac owners, not the fanatics on the boards here, and asked them did the want BR the majority would say yes. I'd say 99% of the Mac Mini crowd would immediately.

Just admit Lord Jobs is stroking you cos he cant extract enough blood from your wallet through Blu_ray and move on.

BTW, I'm a Mac user, who bought a PS3 just to play Blu-Rays.
post #17 of 411
I dont really care about Blu-Ray to be honest.
post #18 of 411
Quote:
Originally Posted by dangermouse View Post

So Microsoft went from not needing to mention Apple, and thereby demeaning itself, to needing to define itself in terms of Apple.

Apple, meanwhile, went from comparing itself to the big guy, to being able to stand on its own two feet.

Yeah. I think it's interesting that Mac still has less than 10% PC marketshare, and yet Microsoft is already quaking in its boots.

More than that, back in the 90s, when Apple was hurting badly, and was releasing ads essentially saying, "Please notice me! I'm almost as good as PC!!!", Apple was really only giving more legitimacy to the Windows platform. Windows ads didn't even acknowledge the existence of the Mac. Now that the roles are reversed, the Windows ads are really giving more legitimacy to the Mac.
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post #19 of 411
I travel A LOT and I assure you the last thing I want to do is lug around bluray discs and be popping them into my computer so that I can watch my battery meter go down faster than Enron.

If someone sat beside me on the plane and was thrilled that they could pop in a bluray I'd say "Great. By the way, have you seen my iPad? It holds 12 bluray movies and last 10 hours."
post #20 of 411
Blu-ray support is the ONLY advantage W7 has over Mac OS X.

As for iTunes streaming of HD content... it's only 720p, NOT FULL-HD - 1920 x 1080.
For me, that just doesn't cut it.

I'd love for Mac OS X to have full Blu-ray support... not limited to data-only.
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post #21 of 411
Quote:
Originally Posted by TNSF View Post

I travel A LOT and I assure you the last thing I want to do is lug around bluray discs and be popping them into my computer so that I can watch my battery meter go down faster than Enron.

If someone sat beside me on the plane and was thrilled that they could pop in a bluray I'd say "Great. By the way, have you seen my iPad? It holds 12 bluray movies and last 10 hours."

Yes, the sheer weight of a DVD must be an absolute killer. About the same weight as the case you will need for your ipad unless you want to hold it in front of your face the entire flight.
post #22 of 411
Quote:
Originally Posted by moo-shu cereal View Post

So how does Microsoft downplay their refusal to put Blu-Ray on the XBox? It's a bit contradictory to tout Blu-Ray on one device yet say that streaming is the way to go on another. At least Apple is consistent with streaming as their go-to strategy.

Maybe MS thinks you will keep your XBOX connected to the Internet 100% of the time and there will be times when you won't have your laptop connected to the Internet.

Or maybe they are just such a big company that the left and right hands never talk.
post #23 of 411
Quote:
Originally Posted by Scaramanga89 View Post

Because that's a lot less hassle than sliding in a disc. Any excuse to not admit your'e on the losing side for once.

OH SNAP!!!

Quote:
BTW, I'm a Mac user, who bought a PS3 just to play Blu-Rays.

If all you want to do is play Blu-Ray, wouldn't it have been cheaper just to buy a regular Blu-Ray player?
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post #24 of 411
Quote:
Originally Posted by Futuristic View Post

Yeah. I think it's interesting that Mac still has less than 10% PC marketshare, and yet Microsoft is already quaking in its boots.

Overall Mac share is growing, but what scares Microsoft most is Mac's share in the consumer market, which has reached 20% in the US. Microsoft knows that as consumer use grows those same consumers will pressure their employers to adopt Macs as well. Also, the US is a harbinger for what will happen in other markets. If US share is 20% now that means other countries will be following. That is what really scares Microsoft.
post #25 of 411
Quote:
Originally Posted by TNSF View Post

I travel A LOT and I assure you the last thing I want to do is lug around bluray discs and be popping them into my computer so that I can watch my battery meter go down faster than Enron.

If someone sat beside me on the plane and was thrilled that they could pop in a bluray I'd say "Great. By the way, have you seen my iPad? It holds 12 bluray movies and last 10 hours."

so true, I second that....
post #26 of 411
Quote:
Originally Posted by Scaramanga89 View Post

... His assertion that BR is a dead format is bollocks, as the sales grew way over 100% on last year, some half a billion in revenue. ...

Percentage sales growth is a meaningless number without an absolute reference.
post #27 of 411
Quote:
Originally Posted by fraklinc View Post

I'm pretty sure Apple is loving Microsoft right now cause in reality not too many people give a shit about blu ray.

Actually, Blu Ray has been adopted at a faster rate than DVD was.

Especially now that prices have come down, Blu Ray is a very, very easy sell to people. Everyone and their mother has a Netflix account which has minimized the effect of expensive discs by mail and by streaming which is built into nearly every player sold today. Blu Ray players can stream movies, play Blu Ray discs through the mail, have apps, can stream DLNA content, etc...

Physical media is indeed on the way out, but it's hardly out yet and there is still a long way to go before it's all streaming all the time. Blu-Ray has positioned itself well by offering the highest quality home viewing and listening experience available while embracing the future of streaming with open arms as well in all the players. It's an absolutely great transitional product for consumers.
post #28 of 411
Quote:
Originally Posted by Futuristic View Post

OH SNAP!!!



If all you want to do is play Blu-Ray, wouldn't it have been cheaper just to buy a regular Blu-Ray player?

Up until quite recently, it was the best quality BR player on the market for the price, honestly. The fact that I can watch BBC iPlayer etc is also a bonus, and my nephew games on it when he's round. It was the logical choice.

I'm not having a go here, it's just that anyone who says they couldn't care less about it as a format can't have watched very much on it, or certainly on a tv screen big enough to enjoy it in it's full glory. It's easily the best format for viewing movies on the planet at the minute, so why not give us the CHOICE? That's the word that Apple seems to lack these days. I don't want to stream inferior quality signals that I have to pay for if I want to watch it again 12 months later, I want the disc to be compatible with my mac. That's all. The new 27" imacs are tailor made for BR, as are the new minis with HMDI as HTPC's, it's just petulant. Or just about the loot, maybe both.
post #29 of 411
Quote:
Originally Posted by jeffharris View Post

Blu-ray support is the ONLY advantage W7 has over Mac OS X.

As for iTunes streaming of HD content... it's only 720p, NOT FULL-HD - 1920 x 1080.
For me, that just doesn't cut it.

I'd love for Mac OS X to have full Blu-ray support... not limited to data-only.

What kind of laptop do you have?

for the 13" MB or MBP its hardly a difference (1280×720). Perhaps the 15 or 17 would notice improvement.
post #30 of 411
Quote:
Originally Posted by MeniThings View Post

Fact: DVD/Blu Ray battery life averages 1.5 hours on a modern Sony laptop. 2 hours at best.

Fact: A modern MacBook can play HD movies between 5 - 10 hours.

Fact: Avatar is over 2.5 hours long.

No thank you Microsoft.

Exactly! Watching a Blu-Ray movie on a long flight is not possible. Because no windows notebooks I am aware of have the battery life to go 3 hours while spinning a disk and having the display on.

Blu-Ray = Betamax. Better Quality, check. Being replaced by other media [VHS vs. Download] check.
post #31 of 411
Meh. I've been ripping our Blu-Rays to disk. It's easy and plays beautifully with Plex.

Apple's problem is their insistence that 720p is 'good enough.' It ain't.

1080p, Steve. 1080p.
post #32 of 411
Quote:
Originally Posted by Scaramanga89 View Post

Yes, the sheer weight of a DVD must be an absolute killer. About the same weight as the case you will need for your ipad unless you want to hold it in front of your face the entire flight.

I pack as few items as possible when travelling. Carrying a selection of blurays and then swapping them in and out is bulky and clumbsy. Its ghetto. It is not a superior experience to digital media, whether on a laptop or iPad.
post #33 of 411
Quote:
Originally Posted by anonymouse View Post

Percentage sales growth is a meaningless number without an absolute reference.

The reference is the previous year's sales, as part of total DVD sales. If it netted half a billion in revenue, I think it's got some legs mate.
post #34 of 411
Quote:
Originally Posted by Kolchak View Post

Translation: We can make money off downloads. We wouldn't get a cut of any Blu-ray disc sales. Not interested.

Exactly. Yet another example of Apple actually limiting choice on their products. Blu-ray? You don't need it, whatever you may actually think! Cue the painfully silly defensive responses . . .
post #35 of 411
see the man's post directly above for the difference.
post #36 of 411
And for the record, I'm a big supporter of Blu-Ray players connected to television sets. However, their only use with computers though is to rip movies into a digital format that can be streamed and sent to mobile devices. Physical media in the mobile world is unnecessary. The benefits of Blu-Ray on a 10-17" screen is limited compared to the hassle of having to drag discs around. An external Blu-Ray drive is all most people really need as far as Blu-Ray and computers go, exceptions being those who use a home theater PC or have money to blow backing up data on BDR's.

I mean, come on...again, I'm a big, big fan of the Blu-Ray format in general, but especially if you're with Apple for mobile devices, ZUMOCAST!!!!!!!!!!! ZUMOCAST!!!!!!!!!!!! It's Air Video and iSub Music Streamer in one pretty, functional application (though Air Video's streaming is still a bit more robust and of a higher quality on mildly-flaky connections).
post #37 of 411
Quote:
Originally Posted by TNSF View Post

I pack as few items as possible when travelling. Carrying a selection of blurays and then swapping them in and out is bulky and clumbsy. Its ghetto. It is not a superior experience to digital media, whether on a laptop or iPad.

see the man's post directly above for the difference. As for your Ghetto reference, get your head out of your ass, what did you do a year ago before the ipad existed dickhead?
post #38 of 411
Quote:
Originally Posted by AppleZilla View Post

Meh. I've been ripping our Blu-Rays to disk. It's easy and plays beautifully with Plex.

Apple's problem is their insistence that 720p is 'good enough.' It ain't.

1080p, Steve. 1080p.

That was so obvious to me last night. I watched an episode of SGU via a purchase on my 1st gen ATV that I had missed recording, then followed immediately with the next episode from my DVR. The difference in pic quality wasn't even close. The Apple "HD" version was pathetic in comparison.

1080p, please.
post #39 of 411
Quote:
Originally Posted by Scaramanga89 View Post

see the man's post directly above for the difference. As for your Ghetto reference, get your head out of your ass, what did you do a year ago before the ipad existed dickhead?

iPod. You may have heard of it.
post #40 of 411
Discs are dead.
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