I'm surprised that no one has mentioned the real issue that Apple can push in their ads. Security!
People are scared. Scared of terrorists, scared of the economy going down, scared of the Internet, scared of their computer doing something weird and random.
Apple's take: "Feel safe and secure, buy a mac".
No need to give benchmarks, no need to show expose (all those windows flying around the screen will just scare grandma), just do something stylish that gives people a warm and safe feeling.
Yes, because Macs are safe from Terrorists! And in a struggling economy, nothing like owning a Mac! That will keep you safe from a recession! And nothing more friendly then the internet on a Mac. No concerns about going to the wrong site and entering your PayPal password because your account is about to be locked up! On a PC, that's a huge problem. On a Mac, not at all.
Oh, and all you have to do is say "Look at us, we're secure" and the PC commentating crowd will first go "Really, then why are you always releasing security patches?", then the PC crowd will just go out and start up a Mac virus party. It doesn't have to be much. But enough to get people to say "Secure? No viruses? Don't think so!" And the only reason there's no malware/adware for the mac is that there isn't the market for it (who wants to spend the money when the PC has such a huge share?), not because the Mac is somehow secure.
And what does it matter, as the scariest part of computer security isn't what's going on my computer, its what's going on the computers of all those etailers, data warehouses, credit bureaus, etc, that's of more concern. When people can get a couple hundred thousand names, SSNs, etc out of ChoicePoint (through a social engineering problem, BTW, not through some back-door hole), then who cares if anyone can see my email to gramma?
And since most security problems are social engineering issues, not 'firewall settings' or 'closed ports', its really immaterial anyway.
Aside from the current iPod TV spots, Apple really has two different marketing problems.
1) Apple does not know how to market to "red" states, "flyover country", "Middle America", or whatever you want to call it. When I see Apple sponsoring a Nextel Cup team, and showing off how their kicka$$ Xserver cluster gives that team an advantage, I'll know they're on the the right track to solve this one.
2) Apple hasn't derailed the family computer know-it-all factor. We've got one in every family; they "just know Macs suck."
I haven't any good ideas on how to solve that one.
I'm surprised that no one has mentioned the real issue that Apple can push in their ads. Security!
People are scared. Scared of terrorists, scared of the economy going down, scared of the Internet, scared of their computer doing something weird and random.
Apple's take: "Feel safe and secure, buy a mac".
No need to give benchmarks, no need to show expose (all those windows flying around the screen will just scare grandma), just do something stylish that gives people a warm and safe feeling.
I'm not sure that Apple wants to base a campain around that. Why challange these people by stating that "we're so secure"?
It might sell computers, but it might result in attacks.
I'm not sure that Apple wants to base a campain around that. Why challange these people by stating that "we're so secure"?
It might sell computers, but it might result in attacks.
Huh???
Do you honestly believe that? That OS X is sitting precariously one step away from Microsoft scale security disasters ?
I am starting to realize just how effective MS's PR campaign has been over the past year or so in dealing with the topic of computer security. They have managed to set the terms of debate to such a degree that there is no place on the Net that doesn't accept as a fact that security is inversely related to popularity.
Do you honestly believe that? That OS X is sitting precariously one step away from Microsoft scale security disasters ?
I am starting to realize just how effective MS's PR campaign has been over the past year or so in dealing with the topic of computer security. They have managed to set the terms of debate to such a degree that there is no place on the Net that doesn't accept as a fact that security is inversely related to popularity.
No! No! No!
Wake up! NO OS IS COMPLETELY SECURE!!!
If you believe that it is, you're in a fantasy world.
All UNIX's are more secure (to a certain extent) than Windows is. The BSD's are more secure than other UNIX's are. Free BSD is more secure than most BSD's are. And Apple has generally done a good job of closing holes, and keeping unnecessary holes turned off.
They are ALWAYS coming out with new security fixes.
You really should come out of the borrow once in a while and look around. Most holes are hard to exploit. But there are those that are not as hard. It's tough to get a wide spreading virus running on OS X, but not impossible.
The same thing with trojan horses and spyware..
It's tough, but not impossible.
But if Apple boasts about how there haven't been ANY significant problems, they will challenge those out there to work on it, even if they think that it's harder than they want.
When it comes to the Russian Mafia, or other criminal groups who are out there these days, then yes obscurity does work for Apple. These people are in it for the money, and would rather concentrate on MS as that's where the money is.
But the amateurs who do it for fame and kicks will be inspired. We don't want or need that.
The point here is that even one major successful virus or trojan horse will be hurtful politically.
People looking to switching over because of the word of mouth about Apple's security can't distinguish between one virus and many virus's.
Once it happens, they'll be wary, and think that there's no difference.
Think about this. Don't just jump and think that we're all naively thinking that X is equal to Windows because we see a bit more deeply than you seem to want to look.
Aside from the current iPod TV spots, Apple really has two different marketing problems.
2) Apple hasn't derailed the family computer know-it-all factor. We've got one in every family; they "just know Macs suck."
I haven't any good ideas on how to solve that one.
This is so true. my wife's family had this brother in law jerk who pretended he knew computers. He was unemployed and surfed porn all day. That was is expertise. But he was the guy they asked about computers. of course bashed Macs.
His image could be a potential comercial.
A scene with this guy telling the family what to buy (a PC), then installing for them, (this is of course complicated...) then cleaning maleware etc... The point is they are always calling him. he is also a little slimy looking and anoying.
Then cut to a different family that we see buying a Mac, and just truning it on wolla it works. Then the phone rings at its their anoying computer expert relative. They just mention everything is all set up and he shoudl please not come over.
End with a funny tag line about how a mac can keep away relatives or something.
Comments
Originally posted by jms698
I'm surprised that no one has mentioned the real issue that Apple can push in their ads. Security!
People are scared. Scared of terrorists, scared of the economy going down, scared of the Internet, scared of their computer doing something weird and random.
Apple's take: "Feel safe and secure, buy a mac".
No need to give benchmarks, no need to show expose (all those windows flying around the screen will just scare grandma), just do something stylish that gives people a warm and safe feeling.
Yes, because Macs are safe from Terrorists! And in a struggling economy, nothing like owning a Mac! That will keep you safe from a recession! And nothing more friendly then the internet on a Mac. No concerns about going to the wrong site and entering your PayPal password because your account is about to be locked up! On a PC, that's a huge problem. On a Mac, not at all.
Oh, and all you have to do is say "Look at us, we're secure" and the PC commentating crowd will first go "Really, then why are you always releasing security patches?", then the PC crowd will just go out and start up a Mac virus party. It doesn't have to be much. But enough to get people to say "Secure? No viruses? Don't think so!" And the only reason there's no malware/adware for the mac is that there isn't the market for it (who wants to spend the money when the PC has such a huge share?), not because the Mac is somehow secure.
And what does it matter, as the scariest part of computer security isn't what's going on my computer, its what's going on the computers of all those etailers, data warehouses, credit bureaus, etc, that's of more concern. When people can get a couple hundred thousand names, SSNs, etc out of ChoicePoint (through a social engineering problem, BTW, not through some back-door hole), then who cares if anyone can see my email to gramma?
And since most security problems are social engineering issues, not 'firewall settings' or 'closed ports', its really immaterial anyway.
1) Apple does not know how to market to "red" states, "flyover country", "Middle America", or whatever you want to call it. When I see Apple sponsoring a Nextel Cup team, and showing off how their kicka$$ Xserver cluster gives that team an advantage, I'll know they're on the the right track to solve this one.
2) Apple hasn't derailed the family computer know-it-all factor. We've got one in every family; they "just know Macs suck."
I haven't any good ideas on how to solve that one.
Originally posted by Bart Smastard
Wow. I thought that was just the PC-centric people I know that thought that
I don't understand what you are saying. Please explain.
Originally posted by jms698
I'm surprised that no one has mentioned the real issue that Apple can push in their ads. Security!
People are scared. Scared of terrorists, scared of the economy going down, scared of the Internet, scared of their computer doing something weird and random.
Apple's take: "Feel safe and secure, buy a mac".
No need to give benchmarks, no need to show expose (all those windows flying around the screen will just scare grandma), just do something stylish that gives people a warm and safe feeling.
I'm not sure that Apple wants to base a campain around that. Why challange these people by stating that "we're so secure"?
It might sell computers, but it might result in attacks.
Originally posted by melgross
I'm not sure that Apple wants to base a campain around that. Why challange these people by stating that "we're so secure"?
It might sell computers, but it might result in attacks.
Huh???
Do you honestly believe that? That OS X is sitting precariously one step away from Microsoft scale security disasters ?
I am starting to realize just how effective MS's PR campaign has been over the past year or so in dealing with the topic of computer security. They have managed to set the terms of debate to such a degree that there is no place on the Net that doesn't accept as a fact that security is inversely related to popularity.
Originally posted by Tuttle
Huh???
Do you honestly believe that? That OS X is sitting precariously one step away from Microsoft scale security disasters ?
I am starting to realize just how effective MS's PR campaign has been over the past year or so in dealing with the topic of computer security. They have managed to set the terms of debate to such a degree that there is no place on the Net that doesn't accept as a fact that security is inversely related to popularity.
No! No! No!
Wake up! NO OS IS COMPLETELY SECURE!!!
If you believe that it is, you're in a fantasy world.
All UNIX's are more secure (to a certain extent) than Windows is. The BSD's are more secure than other UNIX's are. Free BSD is more secure than most BSD's are. And Apple has generally done a good job of closing holes, and keeping unnecessary holes turned off.
Are you happy now?
But.
They just came out with a new security fix:
http://www.eweek.com/article2/0,1759,1811817,00.asp
They are ALWAYS coming out with new security fixes.
You really should come out of the borrow once in a while and look around. Most holes are hard to exploit. But there are those that are not as hard. It's tough to get a wide spreading virus running on OS X, but not impossible.
The same thing with trojan horses and spyware..
It's tough, but not impossible.
But if Apple boasts about how there haven't been ANY significant problems, they will challenge those out there to work on it, even if they think that it's harder than they want.
When it comes to the Russian Mafia, or other criminal groups who are out there these days, then yes obscurity does work for Apple. These people are in it for the money, and would rather concentrate on MS as that's where the money is.
But the amateurs who do it for fame and kicks will be inspired. We don't want or need that.
The point here is that even one major successful virus or trojan horse will be hurtful politically.
People looking to switching over because of the word of mouth about Apple's security can't distinguish between one virus and many virus's.
Once it happens, they'll be wary, and think that there's no difference.
Think about this. Don't just jump and think that we're all naively thinking that X is equal to Windows because we see a bit more deeply than you seem to want to look.
Originally posted by Sam Damon
Aside from the current iPod TV spots, Apple really has two different marketing problems.
2) Apple hasn't derailed the family computer know-it-all factor. We've got one in every family; they "just know Macs suck."
I haven't any good ideas on how to solve that one.
This is so true. my wife's family had this brother in law jerk who pretended he knew computers. He was unemployed and surfed porn all day. That was is expertise. But he was the guy they asked about computers. of course bashed Macs.
His image could be a potential comercial.
A scene with this guy telling the family what to buy (a PC), then installing for them, (this is of course complicated...) then cleaning maleware etc... The point is they are always calling him. he is also a little slimy looking and anoying.
Then cut to a different family that we see buying a Mac, and just truning it on wolla it works. Then the phone rings at its their anoying computer expert relative. They just mention everything is all set up and he shoudl please not come over.
End with a funny tag line about how a mac can keep away relatives or something.
Originally posted by melgross
I don't understand what you are saying. Please explain.
My apologies melgross, I was trying to be humorous but it obviously fell flat.
My intention was to make comment on your remark about the common misconception that switching to Apple means having to buy all new software.
Originally posted by Bart Smastard
My apologies melgross, I was trying to be humorous but it obviously fell flat.
My intention was to make comment on your remark about the common misconception that switching to Apple means having to buy all new software.
Noted. It is a common misconception.