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Who's cool now, Mac or PC?

Jack Kapica, September 19, 2008 at 4:40 PM EST

I suspect the success of the television series Mad Men has turned many people into armchair advertising executives — at least that's what it looks like after reading a lot of reactions to the new series of TV commercials for Microsoft (“I'm a PC”). Aside from the Pavlovian response from the Apple fan boys, many online comments seem to be infused with the kind of snappy logic  that the Dan Draper character fires off in Mad Men — they're all quite intelligent, and all quite contradictory.

You can find them on YouTube.

I kind of like the Microsoft ads. They're snappy, slick and have engaging people in them. They usually start off with a character dressed much like the PC dweeb (brilliantly portrayed by comedian John Hodgman in the Apple ads) saying, “Hello, I'm a PC and I've been made into a stereotype.”

But that's about all the direct reference you're going to get to Macintosh in this ad campaign. After that introduction the ads show a diverse bunch of people from all over the world asserting their individuality even though they all call themselves PCs.

It's a very positive, upbeat message. What it does most of all is underline what is so vaguely disturbing about the Apple ads: By pitting two competing characters on the screen, Apple is creating a situation in which the cool guy (played by Justin Long) explains why the dweeb is not cool. The Mac ads always end up with the dweeb being humiliated.

The Microsoft ads do, in a way, knock the Mac ads; they use the same Mac premise of individuality, but take it further. The Microsoft ads suggest that those people who say “I'm a PC” are real people and not clueless dweebs.

I find this a satisfying answer to the “I'm better/smarter/hipper than you” Mac ads.

It might be too late to remind my readers that I'm talking about advertising here, not products made by either Apple or Microsoft — Mac partisans are probably already composing nasty zingers for the comments section of this blog. But truth to tell, I don't like the way Apple has nourished an us-versus-them cultist attitude, which it has since way before the current Justin Long-John Hodgman series.

Apple has routinely made good products, sometimes better than Microsoft's, sometimes not. But Apple's products should not turn users into rabid pit-bulls trained to lunge for the throat of anyone who suggests Apple is anything but perfect. I mean, do we do this with our cars, which are more reflective of our personal identity than computers and software? Do packs of angry Sony loyalists attack anyone who says he prefers a Toshiba TV? Are there vicious street fights between fans of different soap operas?

No, and there shouldn't be with computers either.

The new Microsoft ads — so much more intelligent and slicker than the short-lived ones with Bill Gates and Jerry Seinfeld shopping for shoes — don't fall into bunker mentality of the besieged faithful.

And that's why I like them.

Well, as much as I can say I like any ads.

  1. Blaise Alleyne from Toronto, Canada writes: Two comments:

    1) The ads are very reactionary, as if Microsoft needs to rebuttal the Apple ads. "No we're not dweebs!" They don't stand on their own.

    2) I'm a PC... but I don't run Windows.
  2. D. P. north of 60. from Canada writes: Run Windows on your Mac and have the best both worlds have to offer you.
  3. Clutch Cargo from Canada writes: its not pc' s apple is after but vista - consumer confusion continues and both win
  4. B C from Canada writes: Jack, your insecurity over being a Windows user is unfortunate. Can you talk about something technical; not marketing please.
  5. Gérard Rejskind from Longueuil, Canada writes: " mean, do we do this with our cars, which are more reflective of our personal identity than computers and software? "
    In the US they do. Seen on a bumper sticker in Las Vegas: "I'd rather push a Chevy than drive a Ford." Of course I've never seen that in an ad.
  6. Amguada Kickboote from The Sewage Treatment Plant, Canada writes: I disagree with the author's thesis that the phenomenon is based purely on blind loyalty.

    The fact is that each of the currently popular microcomputer operating systems are closed systems. If you use Microsoft, Apple or Linux, then your applications have to be specifically programmed to use that. Each operating system is, effectively, a monopoly.

    Due to the nature of my work, I actually use all three systems on a daily basis. If our applications could run on all 3 systems and I had to only choose one, it would clearly be Apple OS X which is based on a Unix variant.

    Comparing to Sony or Toshiba is not valid, they make TV's, DVD players and amplifiers. You can put any DVD in any brand DVD player. These systems are the definition of "open".

    The fact is that Microsoft holds the vast majority of trapped users in their closed system. They have have nearly all of the market. Yet, inexplicably, they continually impose a pretty dysfunctional product on their captive customers. The only explanation I have is that the underdog goes the extra mile to ensure stable functionality, if they don't, they will be toast.

    To take the leap of faith and leave the closed Microsoft system for either Apple or Linux is a much bigger deal than switching the brand of your DVD player. Though it continually gets easier over time, this leap is still a significant challenge for most microcomputer users. The rush one feels from breaking free of their previous system and overcoming that challenge is undoubtedly what creates the fervent enthusiasm.

    In my experience, I found that once the challenge has been met, most users find a more stable system that still allows them to get their work done and often more efficiently. It then becomes those satisfied and exhilarated users who encourage others to make the same leap.
  7. Anti Elvis from Calgary, AB, Canada writes: Amguade:

    The operating systems are not a monopoly. For starters, Linux/Unix software WILL work on a Mac because Mac OS X is build on BSD UNIX. And Windows will run on a Mac and Mac OS X will run on Windows...and Linux can also run on both

    You can run Office on both Mac and PC. Yes, you do need two DIFFERENT produced versions...but so what. I'm quite sure my car has entirely different parts under the hood than your car does (unless you own a Smart Car Diesel).

    The rise of Apple is a good thing. It brings about competition. Think how FireFox improved Internet Explorer
  8. Daryl Rybotycki from Calgary, Canada writes: Sadly, Windows Operating Systems (O/S's) are like Star Trek Movies; only every second one is good! There must be two O/S development teams who leapfrog each other for this to continue to be true. The Win XP team is working on Win 7 as I type this if we are lucky... People will only put up with these issues (pick your favorite 2 or 3) for so long, regardless of the futile attempts to eat up that nine figure advertising budget! Lets hope we see Win 7 in 18 months or less. Don't read this post and smile you Macinadoes (is that a word?) as I expect not much will change in O/S usage percentages until Win 7 comes out. Microsoft seems to have learned from the mistakes of Vistas do it all mentality; at least if early reports of Win 7's leaner meaner core are correct! In my version of the Universe, Mac users will continue to be the less popular, wannabe hipsters who never achieve the fame they desire and claim to deserve. (Ouch!) "I have a Mac, I'm special!" That kind of elitism just gets in the way! I like to focus on the things we do with our computers, rather than on the brand names and operating systems of the computers themselves. I mean, who cares if you used a socket wrench or a hammer to fix your car? The main thing is that you get to drive...
  9. Mark Davies from Canada writes: Some of my friends have Mac, they tell me its better - they can download music and email photos. I guess you cant do that on a PC. I have actually discovered the real difference. Macs have this cool key called a command key, while it is called a control key on a Mac. If we could just change the name we would all be cool too
  10. Sask Langer from Canada writes: Daryl Rybotycki from Calgary, Canada writes: Sadly, Windows Operating Systems (O/S's) are like Star Trek Movies; only every second one is good! There must be two O/S development teams who leapfrog each other for this to continue to be true.

    --

    Actually, that's pretty much the most accurate thing I've read in quite a while. Vista seems to be the ME of this generation, until they can get it together and pull the best bits out of the enterprise side of things and put together Windows 7. I don't hate vista, just would rather not deal with it right now.

    Although this is from someone who would love to see them say "screw backward compatibility" and put out a really solid, modern system, then just make everyone run an emulator if they want to run old software. It's worked before.

    And having watched the ad, it's okay. Nothing spectacular, though. Know what's cooler than being a (insert OS here)? Not having to be told you're cool.
  11. Daryl Rybotycki from Calgary, Canada writes: Computers and Science Fiction are often good metaphors for each other. Thanks for the kind words Sask!

    As for "screw backward compatibility", as you said, "It's worked before" and yes it has, but the price was high!

    I remember when we upgraded from Windows 3.1 to 3.11 and EVERYTHING CHANGED! I mean, we had to get all new versions of ALL our applications. We did that to get a GUI that still continues to this day, if I remember the reason why correctly...

    Now, I hope that Windows 7, or what ever they finally call it, (I vote for Windows Pane) works with backwards compatability that solves more problems than it creates or it will be more than a virtual pain!
  12. Ken Zen from Cowgary, Canada writes: "B C from Canada writes: Jack, your insecurity over being a Windows user is unfortunate. Can you talk about something technical; not marketing please." Technology and marketing go hand in hand. History is littered with "better technologies" that lost the race because they were defeated by slick marketing.

    "Amguada Kickboote from The Sewage Treatment Plant....To take the leap of faith and leave the closed Microsoft system for either Apple or Linux is a much bigger deal than switching the brand of your DVD player...The rush one feels from breaking free of their previous system and overcoming that challenge is undoubtedly what creates the fervent enthusiasm." This is the kind of semi-religious drivel Jack is talking about. It's a computer, not the road to serenity or salvation. Take two deep breaths and slowly back away from your Mac until you no longer feel a spiritual yearning for all things shiney white things and balding tyrants who wear the same black shirt and pants with no belt for days on end. You are now outside the Jobs Reality Distortion Field. Now that's what I call a rush!
  13. omair amir from Toronto, writes: "Do packs of angry Sony loyalists attack anyone who says he prefers a Toshiba TV"

    you are kidding right? maybe not so much for tv's, but have you ever seen the console war? and how sony and xbox fans fight over whats better??

    Fan boyism exists everywhere.
  14. Daryl Rybotycki from Calgary, Canada writes: "Jobs Reality Distortion Field..." So true! The strangest thing about the JRDF is that the signal strength does not fall off with the square of the distance, so you have to really step away! LOL

    Is it named after Jobs because he discovered it or got it patented in spite of prior art? Apple, like Sony loves the Not Invented Here lifestyle...

    Finally, I think the "Cult of Jobs" needs an intervention, maybe The Woz can deprogram (lol) everyone so they can buy products that come in colors rather than Fridge White. (Hmmm, sounds like a Futurama episode from the rumoured lost sixth season! ROFL)
  15. H M from Canada writes: Can't keep your big niche-market base if you don't give your fanboys what they want. What they want is to rub everybody's noses in the fact that THEY had a Mac before everybody else.

    Partner's been a rabid Mac boy since Apple Classic days, and after years of being ridiculed for things like one-click mice and big pink cases, he likes to rub Mac's (marketing) superiority in everybody else's faces.

    I switched to Mac because I wasn't sold on the Windows OS of the time, and the evidence towards longevity of hardware was definitely weighted towards Macs, at least then. My 2 year old PC was so dead, so obsolete, and so....big. I got a Mac mini.
  16. BC Philosopher from Canada writes: I find it unusual that people refer to PC as the closed field and Mac as some kind of expansive terrain. Up until fairly recently Mac programs were comparatively few and far between, compatability removed that now mind you. Hardware wise Mac is pretty much your source for Mac hardware, as a PC owner you can purchase from a diverse community of hardware developers and options.
    People who simply want functional user friendly computers Mac is certainly a good choice, but for technically or game minded computer users a PC has so much more room to customize.
    To use the car analogy already brought up, some people like a smaller sleak all in one car, others look for a large customizeable vehicle that they can make their own. Both like to show it off.
    Push comes to shove I look mostly at price and use, whatever best suits my needs gets my dollars. I am not a slave to PC nor am I a slave to Mac, and that is very much what partisanship is, its a slave to a brand name and an idea.
    You aren't so much attached to Mac as you are attached to looking down on PC users.
  17. Asad Quraishi from Saint-Lazare, Canada writes: The problem with Microsoft's adds is not their cleverness or lack thereof - it's a lack of content. Who cares who has a PC, what they look like and what they do? Consumers care if Windows is a good operating system or not. Does it make replacing their old PC worthwhile? Will it give them more or less than they already have?

    Microsoft continues to play the monopolistic card - they are all PC users because that's all that runs the software that's out there. Why? Microsoft's closed operating system, preventing others from connecting to it or delivering the same services is why. When you are a monopoly you are supposed to play nice. To encourage continued competition. They didn't. Now, 'I'm a PC' people are living the legacy of it; little choice, little competition, an inferior OS that they must use. XP support will end so you'd better be on the newer, er...slower, er...more clunky Vista. Ouch! Fortunately (for MS) most people have never used anything but Windows and so don't know what they're missing.

    A PC user since 1984 I now own a Mac as of 18 months ago. My kids now use another Mac. I also run Vista in case my clients use it. I also run XP. And Linux. On my Mac. Over the last 18 months I've seen more and more programs written for all platforms. That is a step in the right direction.

    Even though I'm a Mac user I hope Microsoft comes out with a better OS with a more consistent user interface and more intuitive functionality - like the Mac. It would be better for everybody.
  18. Asad Quraishi from Saint-Lazare, Canada writes: Sorry, I meant to comment on the Mac ads. They don't have much content either...but they're funny!
  19. john smith from Canada, Canada writes: Because we no longer talk about religious differences openly and publicly the way Canadians did prior to the 70s, they've channeled those energies into these vitriolic comments about the OS of their PCs versus those of their neighbours. I have been told Canadians used to talk the same way about their religions. "Jack, your insecurity over being a Protestant is unfortunate." My religion is better than yours. And I have all these good reasons for why that is.

    Really, where do you people get the energy to be so hateful, then go out on the Web looking for places to express your hatred? Sheesh, put the time into growing a garden, or playing with your children, or take a dog for a walk.

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