Debuted in front of a national audience during the 2012 London Olympics, Apple launched three new advertisements that are designed to highlight the superior intelligence of the twenty-something employees stationed at the Apple Genius bar within retail locations. However, two of the advertisements aren’t very flattering of Mac owners and make them too inept to figure out simple programs like iPhoto or iMovie.
For instance, the two men in the first two advertisements have been comically portrayed as having a difficult time remembering important events regarding their significant other. One ad shows a panicked man attempting to create a movie for his wife’s anniversary which he forgot until 27 minutes before his plane was supposed to land and the other ad shows an oblivious man more interested in learning how iPhoto works rather than taking his wife to the hospital in order to give birth to their child.
While certainly humorous, it can also be taken as embarrassing to dedicated fans of Apple products. The third advertisement shows a consumer that lacks the intelligence to research the difference between an Apple computer and any other brand of computer, but finally understands after the Apple genius shows him the error of his purchase.
However, the man isn’t portrayed as a complete bumbling buffoon, but rather someone that got suckered into purchasing a laptop that was supposed to be like a MacBook by an unscrupulous, slimy PC salesperson.
It’s possible that these Apple Genius ads could be the start of a new massive campaign centered around the Genius bar, thus creating another recognizable brand spokesperson for Apple. Prior to the celebrity-filled commercials featuring Apple’s Siri on the iPhone, one of the most popular Apple ad campaigns was the Mac versus PC ads featuring Justin Long and John Hodgman. That campaign was also recreated for the British market by using the comedy duo of David Mitchell as PC and Robert Webb at Mac.
Let’s say you are Apple, and your entire marketing campaign is based on how “easy” your product is to use, how “cool” mac users are compared to those “dorky, nerdy” PC users, and then charges you double what comparable PC rig costs.
And you are surprised that the company considers you, it’s customers, are a bunch of foolish, trend following, computer illiterates with more money than sense? Mac users, wake up and smell the Caramel Hot Chocolate Organic Soy Decaff Latte. Despite (or perhaps because of) your slavish, mindless loyalty to all that is Apple, they hold you in contempt.
I liked it when they just made fun of Windows computers, that was pretty funny… with the big fat dorky “PC user”. The new Apple is more friendly I guess and doesn’t want to offend, Steve Jobs didn’t give a shit though, he loved making fun of Windows and it was refreshing to see that kind of honesty from a CEO.
Maybe this is the reality of what a Genius has to deal with.
Wealthy customers following a trend and not having any idea of what to do with their machines.
The difference between a PC and a Macintosh user is that the ones who own Macs that cannot use a computer have free technical support with apple for all time so they come into apple stores and ask thousands of questions without even trying something themselves.
Watching these ads is uncomfortable like overhearing a pubescent retail store worker gripe about some stupid customer he had to help. I think these ads are meant to suggest that the genius bar guys are a lot more helpful than the buffoons that work at stores like Best Buy (which is very true). But the ad also plays on the tired caricatured “too dumb to do it on his own” male consumer.
Yeah I have to agree with most commenters that these ads are not directed at tech people. They are directed at crowds that are less tech literate and just want simple. Someone like our parents, for example. People that don’t have the time and patience and just want an easy solution.
And I see nothing wrong with advertising to those people, in fact, that’s what they should be doing. The people that know tech already know how good Apple’s products are, so why bother preaching to the choir, as they say…
What’s wrong with our country? Yeah, it’s full of “People that don’t have the time and patience and just want an easy solution.” Sheep.
It seems pretty clear that these ads are aimed at NEW Mac users… especially those switching over from Windows.
These ads are NOT aimed at Mac users who are well-versed with Macs and OS X.
If I thought that these ads were meant for me (someone who has been using Macs for a long time), I probably would feel insulted… but I don’t. TV ads are not always advertising to everyone, but usually to specific audiences.
Obviously if you know the Mac, you don’t need to see the Genius at the Apple Stores… but there are a lot of people who do, and make appointments to get what we would consider “basic” help.
I know A LOT of people in my circle of family and friends who are like that, and who ask me for basic help or to answer simple questions.
These ads are made to remind those people that they can easily get the help they need by speaking with a Genius.
I’m with you on this one. The ads are clearly targeting mainstream consumers that may not be familiar with a Mac. And Apple is showing that you get more than just a “PC” when you buy an Apple product, you get a support team there, ready to help you. Something you will not get with an HP, Sony or other brands.
I actually think that these ads are quite good. They are amusing and light hearted. I disagree that they make “Apple fans” look inept. There are all kinds of users out there and they all get in to a jam.
This article is kinda like the pinheads in Hollywood who analyze what the majority of people want, only to give them the opposite. “The Last Man Standing” slapped them in the face stating that viewers wanted family shows.
Not to get off subject here, but….Let’s stop over analyzing commercials and start reporting on things that matter.
Scott
(Windows 8 early adopter, Linux User, Mac User)
If Apple users wanted to look inept and foolish, they would just use Microsoft Windows the default standard for inept and foolish.
:-D
Good one!
Let’s not fool ourselves. Each side has their fair share of inept users.
I imagine anyone who “advocates” for Mac’s consider themselves “Tech savy”. Don’t most people with a PDA soldered into their hand also consider themselves “Tech savy”? Your all just consumers of products created by intelligent people and marketed, especially in Apples case, by unscrupulous people. I loved the Mac vs. PC commercial, especially after Apple dumped Motorola and switched to Intel for their CPU. I have designed and built computer hardware and written software in assembler on through to basic. I have done consulting work for the JPL and fortune 500 companies. Mac’s are for people who need things done for them, PC’s are for engineers. Mac’s are too propitiatory and Apple now tries to maintain its market share through law suits and intimidation. The idea that Mac users are more intelligent and creative is only indicative of Mac users gullibility and susceptibility to Apple’s marketing. Buy the least expensive computer you can find that matches you minimum system requirements and go make some money with it rather than the manufacturer constantly making money off of you. Otherwise your just another dupe for Apple
“propitiatory”…try another word as I’m sure that’s not what you meant…
I’m a Mac user w/ a sense of humor and think these ads are funny. I don’t need much help w/ Mac programs, but can sympathize w/ new users who may not realize how creative they can get w/ a Mac. To think that I would find this personally insulting is…personally, insulting. get a life!
I don’t get why PC users assume that Mac users think of themselves as better than everyone else or that they are somehow tech savvy for buying a Mac. I see Macs as more of a simple man’s computer. It’s a solution that for the vast majority of the target market will do everything the user requires and with fewer headaches than a PC. I use a PC all day at work and I couldn’t do all of my work on a Mac even if I wanted. However, when I get home and plop down with my laptop I have a greater overall user experience with my Mac than I ever had with the multitude of PCs I’ve owned.
I also haven’t given Apple another dime in support of my laptop since the initial purchase.
Because most PC users don’t have to ‘assume’ — a vast majority of the Mac enthusiasts that I’ve ran into will simply tell it to your face.