I Know, But Still... by Mark
September 18, 2008 in business and startups with 18 Comments
Around the ZURB office, we have a little game we play: someone says he is going to do something, and we reply with "You would." For instance, Ryan might say, "Going to Quiznos for a salad" and I would reply, "You would." The latest craze has been about finding a comeback, and boy have we found one: "I know, but still."
Look out, those ZURB guys are crazy, right? Maybe, but let those little quips sink in for a moment. Good, now for the best part: we're not the only ones playing this little game. Microsoft just picked it up with Apple with their latest marketing initiative: "I'm a PC, and I've been made into a stereotype."
Some of you may have heard Microsoft is ditching Seinfeld in favor of a new set of advertisements meant to directly target Apple's "I'm a Mac" ads. Too bad Microsoft is just playing the "me too" game and solidifying the fact that they are out of touch with customers as a brand.
Apple has been really leaning into Microsoft lately, especially over Vista's performance issues, working its magic to convert PC users to Macs. And now Microsoft, desperate to regain its image, is trying to ride on the "Get a Mac" ads' success.
If Apple & Microsoft Were to Talk...
To do it, they've concocted their own PC character to do battle with Apple's own. Below is a side-by-side comparison. We'd advocate that the Apple PC character is a more approachable, better looking character. Maybe it's just the lighting... or maybe Microsoft doesn't even know itself.
If these two PCs were to talk to each other, it might go something like this:
Microsoft PC: "Hey, check it out, I'm in a new ad and I play you!
Apple PC: "You would."
Microsoft PC: "I know, but still."
Really, it isn't that great of a conversation. It proves nothing and forces Microsoft to remain as the antagonist, even in their own campaign. Microsoft is acknowledging that they are not just out of sync and that now they need to respond to Apple's commercials, years after they came onto the scene.
In a Wile E. Coyote and Roadrunner fashion, Apple's ads are satisfactory and really entertaining. Unless Microsoft can really pull this off, they are still going to be as uncool and out of sync as they were with Seinfeld.
Can they do it? We don't think so.
18 Comments
RichZ says:
The best come back every will always be "your mother," hands down.
And as for Microsoft, the beast is pissed and although this campaign will probably fail, they're bound to find something that works. Personally, I would simply like for them to fix Vista so that it is actually usable. And yes Microsoft, I tried your operating system--both with and without SP1--and I was so unimpressed that I installed XP. How bad is that? I buy a new computer, become thoroughly disgusted with Vista, and install your operating system from 8 years ago? It's as if you purposely reincarnated Windows ME just to prove that you can. Ok, end rant.
I know, but still!
Mark (ZURB) says:
RichZ:
Thanks for weighing in! They've release the new ads, and you can see some of them by heading over to their new site. It really feels like Microsoft is out to do something big, but can't quite get there yet. We'll see if they can continue to shape and adapt the ads and make a difference.
Dan Lewis says:
I read an interesting article today on Appleinsider that made an interesting point: that even with this new campaign, Microsoft still isn't marketing "Windows" but instead, "PC." Personally I think the correlation in most users' minds between a PC and the Windows OS is inextricable, but it's still a risk as PC vendors like Dell are increasingly turning to Linux, etc. Which brings up the bigger issue... how did Microsoft allow Windows to become a dirty word??
TjZiz says:
'How did MS let Windows become a dirty word?' -You would, no but really, hasn't Windows always been a dirty word? Look, we have three choices, use a Mac, use a Window's PC or use something like Ubuntu, i.e. Linux. Maybe MS should get someone like Gary Busey doing their ads, have you seen his Gotvmail ads-golden!-it couldn't hurt.
Mark (ZURB) says:
Windows has had a bad rap for years, but so has Apple. Apple doesn't do everything right—just look at the Mighty Mouse. I have one but it kind of sucks compared to others.
All told, however, Apple has significantly better support, design, and a sexier product line. It's something Windows can't compete with. Windows is an OS. While Microsoft has other products, aside from input devices, mobile OS, and an MP3 player, they have no significant hardware to sell with their software.
Pitting Microsoft against Apple is an interesting matchup, one surely to astound us for many more years to come.
Spencer says:
Mark, I think you hit the nail on the head with that one. Dell is perhaps the closest hardware competitor to Apple, but still lacks their own branded OS to plug into the machine. In this case, Dell lacks the sexy OS that is Leopard -- and Vista will never be Leopard. Let's face it, Apple is genius for non-techies, brilliant for designers, and finally making ground with those groups in between.
Oh... That and you just turned me off of getting a Mighty Mouse.
Jonathan (ZURB) says:
Good call Spencer - it has always boggled my mind that Apple can display such incredible design prowess in other areas and still manage to put out Mighty Mice and hockey pucks. The mouse may be one of the devices where 'minimalism at all costs' doesn't apply very well.
Mark (ZURB) says:
I would argue that the minimalism in the design is not what causes the problems. The mouse itself is beautiful, easy to use, but the follow through on software, control, and finesse of the cursor are lacking severely. Battery life, too, leaves much to be desired.
Perhaps they will improve it in time for Macworld next year. We can all hope :). (And hope I shall for new Cinema Displays)
Spencer says:
I was trying to find some good dirt on your hope for Cinema Displays, but instead came across this bit taking us back to the original post about the new Microsoft ads: http://tinyurl.com/3wlkcp
True or not, I still chuckle at the thought...
Mark (ZURB) says:
Hah! Yeah, we stumbled upon that, too, Spencer. Isn't it crazy how people react to that kind of news?
Spencer says:
Yeah, but my post has gone missing... I think it needs approval because I included the link to the story.
However, that story shows either a stereotype, or perhaps a truth, that certain machines are built for a specific purpose. I eluded to it in my earlier post about how Macs are generally considered the "graphic designers" machine, whereas PC is considered more of a "programmers/evil/gaming" machine (though I'll take my XB360 any day over PC).
I just don't understand it - yes, perhaps, some machines to certain task more efficiently, but I can guarantee you that I'll get the same task done faster in the OS that I am more comfortable in (which also dwindles down to how the software is designed for each OS).
Dan Lewis says:
I understand Apple's strategy. To get to use iTunes you have to have an iPod, to get to use OS X you need a Mac, etc. And I also understand that Microsoft was never well-positioned to compete with a similar strategy. They were always primarily a software company whereas Apple was primarily a hardware company. The transition to creating software is arguably less complex from a marketing standpoint than a transition to creating hardware as Apple has proven.
I think we can all agree that iTunes and the iPod are almost solely responsible for the success of OS X. Without this gamble in digital music, Apple would still be a niche brand.
Microsoft has a decent player in the Zune, but still can't offer that complete package. Now, arguably if MS did manage to do this, they'd probably be accused of anti-competitive behavior simply due to their market share. Apple gets away with their closed model because of that same 8% or so share. Because of this, Microsoft is really hopelessly caged to thinking inside the box and unable to compete directly with Apple.
Kind of ironic that the hardware company was able to create the hardware AND the ultimate music management software, while all the software company could muster was the hardware.
Mark (ZURB) says:
It's interesting you bring up market share here. Apple has a very low share of total PC and laptop sales, but by far it has the portable music player market completely saturated with the iPod. Moreover, they have the bulk of the digital music sales from being the best for so long, and for being tied to the number one device.
Now that things are changing in the digital music market, with DRM-free music and many more competitors appearing, iTunes has its hands full. Microsoft, despite having the new Zunes out, is still focusing on maintaining the PC market. However, they are doing that simply by trying to improve their image as a quality OS and a company in touch with customers.
Dan Lewis says:
Right.. but I think regulators view Apple's digital music business as being an extension of Apple's core business instead of something altogether separate because of iTunes. Also, iTunes runs on Windows and iPods can be used with Windows so if you were making an analogy somwhere, I'm not seeing it. I also need lunch so I could just be missing your point entirely.
Spencer says:
As long as we are talking market share, I was intrigued by the back cover ad on the October 13th issue of Forbes. It's for Dell, and states that the Latitude E6400 comes with the, "first backlit keyboard for business."
When was the MacBook Pro ruled out as business class? I'd use this laptop for business over a Dell any day (in fact I do). Considering I can run Bootcamp or Fusion to access all my Windows applications, I'd say that it's pretty good for business.
Oh, did I forget to mention that the MacBook Pro has an illuminated keyboard?
Dan says:
Spencer: And has had one for a very long time. I had a 15" Powerbook with a back-lit keyboard 4 years ago! I also used it for business lol.
Haitham says:
@Spencer & @Dan
I found this page after googling "first backlit keyboard for business"... i was gobsmacked to read it. problem is, they'll probably get away with that blatant lie because of the way they class "business". We know MacBook (or iBook) is consumer and MacBook Pro (or Powerbook) is the business line, but Dell probably has their own way of defining "business".
Mark (ZURB) says:
@Haitham: The thing about making those kind of claims is that you absolutely can until someone says something to the contrary. Apple never markets to business users—save for the iPhone corporate plans. Apple's audience is the primary consumer audience.
Dell can claim the first backlit keyboard for business because they make computers for business, and they market those machines to corporate businesses, enterprises, etc.
The lesson is say whatever you want to until someone proves your wrong.
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