Apple to target Vista at retail stores

Posted:
in General Discussion edited January 2014
Apple plans to crank up the anti-Vista rhetoric at its international chain of retail stores later this week, the latest move in a broader bid by the Mac maker to undermine the new operating system release from rival Microsoft Corp.



The campaign, set to get underway this Saturday, will include new store displays and employee t-shirts gently mocking Vista as little more than a washed-up attempt at a modern operating system, those familiar with the matter say.



In a multi-page training manual made available through the company's internal retail system this week, Apple challenged its employees to learn and tout the Mac's many existing advantages over Vista-equipped Windows PCs.



For instance, Apple asks that staffers draw attention to the higher costs and headaches associated with upgrading a PC to Vista, the confusing array of Vista software versions, and the fact that most of the system's features have long been present in the Mac OS X.



At the same time, Apple suggests that retail employees trumpet the Mac's superior digital life style software, its ability to run Windows, and its multi-year head start on Vista.



"Go Beyond Vista," quips one of the t-shirts that Apple store employees will begin wearing this week. The shirts otherwise pay homage to the company's iconic iMac all-in-one desktop computer.



The retail campaign is set to join a similar, multi-national marketing ploy already in place by the Cupertino-based Mac maker. The company's "Get a Mac" campaign, which airs nationally in the US, UK and Japan, has been widely successful in raising public awareness about the Macs advantages over Windows PCs since it debuted in the US last spring.



In the latest "Get a Mac" ad designed to counter last week's roll-out of Windows Vista, Apple pokes fun at the software's burdensome security alert system. Previous spots have focused on the PC's inadequate video conferencing capabilities and the need for most PCs to undergo "major surgery" before upgrading to Vista.
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Comments

  • Reply 1 of 128
    hate to see this, I think people in apple should focus more on Leopard, rather than just teasing Vista. Bring out Leopard, come on!
  • Reply 2 of 128
    they should do a get a mac add where the PC guy keeps repeating every thing that the mac does and says
  • Reply 3 of 128
    apple still does not have an mid-end desktop that is not a AIO what do you about the people that have a good display but can afford the mac pro and the mini is to weak for?
  • Reply 4 of 128
    im a proud owner of 4 macs from lc3 to macbook but i hate to see apple doing these direct verbal insults of windows. Most people will note if your beautiful and quiet rather than telling everybody that the other is ugly
  • Reply 5 of 128
    I'm not too keen on all the negative advertisement. It seems very childish and will drive away some customers rather than attract them. Only the Mac faithful will enjoy the Vista bashing and that's not who they need to target.
  • Reply 6 of 128
    ajpriceajprice Posts: 320member
    Sooooo.. what they are saying is -



    Reason 1 to get a Mac over a Windows Vista PC - Windows is expensive to upgrade, with a confusing amount of different versions. Macs are better and the new features in Vista have been in OS X for some time.



    Reason 2 to get a Mac over a Windows Vista PC - Macs can run Windows Vista.





    ... Eh???
  • Reply 7 of 128
    And what about speed? On my MBP vista runs way faster than OSX... and on my core solo mini with 512MB of RAM too... Now that the hardware platform is the same, Leopard MUST prove to be faster...
  • Reply 8 of 128
    Quote:
    Originally Posted by Joe_the_dragon View Post


    apple still does not have an mid-end desktop that is not a AIO what do you about the people that have a good display but can afford the mac pro and the mini is to weak for?



    What do you tell them? Sell your display and get an iMac.
  • Reply 9 of 128
    tundraboytundraboy Posts: 1,611member
    I think Apple has to be careful with the way it targets Vista in the stores because it can easily come off as a class-less Bush league kind of maneuvre.



    Pointing out Vista's shortcomings vis-a-vis OSX is okay. Taking on an air of smugness only appeals to Apple true believers (who don't need any convincing) and can easily turn off potential switchers if the self-satisfied attitude is interepreted as "How could you be so stupid as to be using Windows all these years?" There's a fine line. A very fine line.
  • Reply 10 of 128
    irelandireland Posts: 17,547member
    Quote:
    Originally Posted by eggstone View Post


    hate to see this, I think people in apple should focus more on Leopard, rather than just teasing Vista. Bring out Leopard, come on!



    They have to set 'em up before they knock 'em down, like any good performance it's all about timing. Leopard will come, have patience. Once Leopard ships they wont be even looking at Vista, all focus will be on Leopard when the time comes. Who knows how focused they are being behind closed doors as of right now?
  • Reply 11 of 128
    It would be much more useful if they had a date for Leopard to woo customers with... I have a bad feeling the lack of announcements recently mean the delivery date has slipped.
  • Reply 12 of 128
    irelandireland Posts: 17,547member
    Quote:
    Originally Posted by JohnnyKrz View Post


    I'm not too keen on all the negative advertisement. It seems very childish and will drive away some customers rather than attract them. Only the Mac faithful will enjoy the Vista bashing and that's not who they need to target.



    I kind if agree, yet I don't too. There's an old phrase in business; no news is bad news.
  • Reply 13 of 128
    feynmanfeynman Posts: 1,087member
    Yeah Apple's gotta be careful. The last time they did this kind of thing was with Intel when they had the commercial with the close up of the snail going across the screen with the Intel processor on it's back. Though a funny ad it actually did more advertising for Intel then it did Mac's and was not effective to the mass.
  • Reply 14 of 128
    irelandireland Posts: 17,547member
    Quote:
    Originally Posted by googleplex View Post


    It would be much more useful if they had a date for Leopard to woo customers with... I have a bad feeling the lack of announcements recently mean the delivery date has slipped.



    One more post and you'll have 2007 covered.
  • Reply 15 of 128
    If you are a hardcore or even casual mac user, you know that Leopard is coming out some time in the spring. So right now you probably aren't in the market to buy a computer. This creates a dilemma for Apple. Since Mac users are sitting on the sideline waiting for leopard before they buy a Mac, Apple has to turn it's attention towards wooing PC users.



    Many people coming into the Apple store are PC using iPod owners. Many of them are probably hearing about Vista and wondering if they should upgrade.



    I was at an Apple store recently and ran into an old friend I hadn't seen in years. I was very surprised to see him with a new 15" MacBook Pro in his hand since he had always been a windows diehard. He explained to me that his PC died on him and that he was in the market for a new computer. He was planning on spending about $1000 on a new PC tower. He wasn't seriously considering a Mac but decided to visit the Apple store since he had heard good things about it. After experiencing the Apple Store he decide to get a $2000 MacBook Pro + AppleCare + ProCare.
  • Reply 16 of 128
    I agree that bashing the other guy is a pretty petty way of getting some market share. But I have to admit, of all the Get A Mac ads, this newest one with the security stuff is the most amusing.



    I'd rather see them tote Leopard as well. But I can see that if we've got a few months to go yet, they need to take the wind out of M$'s sails a little.
  • Reply 17 of 128
    jeffdmjeffdm Posts: 12,946member
    Quote:
    Originally Posted by bjojade View Post


    What do you tell them? Sell your display and get an iMac.



    Displays usually depreciate so rapidly that it's often not worth selling them, even when in pristine shape. I consider my electronic purchases to be sunk costs and just keep them unless there's no way I can reasonably use it.
  • Reply 18 of 128
    Originally Posted by Joe_the_dragon

    apple still does not have an mid-end desktop that is not a AIO what do you about the people that have a good display but can afford the mac pro and the mini is to weak for?



    Unless you are in need of PCI cards, the "old way" of having a computer (i.e., separate screen, separate screen cable and power cable and possibly USB cable, and a wired mouse and keyboard attached to your computer restricting your movement, and not to mention that bit of difficulty placing your tower on the floor and bending over to plug things in or check the cables that may have come out or insert a DVD or CD or if you are windows, a "floppy" disc.) Go with the "clean" way. Integrated screen, cpu, dvd superdrive and massive hard drive storage.

    Time to cast out the old thoughts. Not to mention, you still can attach that screen (please don't tell me it's a CRT) to the iMac. But with a 24" screen option, who would want to?
  • Reply 19 of 128
    jeffdmjeffdm Posts: 12,946member
    Quote:
    Originally Posted by ReCompile View Post


    Time to cast out the old thoughts. Not to mention, you still can attach that screen (please don't tell me it's a CRT) to the iMac. But with a 24" screen option, who would want to?



    Why not? A dual 24" setup would be great. If I had the money, I'd jump for a second 30".
  • Reply 20 of 128
    When your major competition commands 95% of the market you have to find ways of pulling customers in your direction. The average PC user who checks his/her email, does some word processing, etc. isn't going to know of the security benefits is OS X as opposed to Vista or XP so you have to inform and educate. I'm a systems admin and IT specialist within the government and 90% of my users don't know what the ctrl+alt+delete function is for yet when they ask me what computer they should look at buying, they're always sold when I tell them I've never had a virus or had to reformat my machine. And honestly, how many times have you heard someone b*tch and moan over how much they hate Windows or Microsoft for that matter? The only thing the Apple ads are doing in my mind are stimulating a preexisting condition or thought in a majority of PC users. Now all they have to do is come out and say "if you buy our computer there is a 99% chance you will never have to restore, reformat, defrag, secure, or generally f*ck around with it again".



    With that said, I have to disagree with the claim that Apple should tout Leopard more and more. That doesn't mean they should keep it in the dark until June (what worked for iPhone probably won't work for Leopard from a new customer POV) but June is still 4 months away. That might as well be a decade in PC time. As a ADC member, I can say in my opinion that the Leopard beta is already more stable and more user-friendly than Vista and b. 9A343 only furthers that claim. However, like the previous thread explained, the loyal users are waiting on Leopard to release which means Apple has to market their products toward the newbies. Making fun of Microsoft and pointing out their flaws is one way to accomplish this.
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