Mac vs. PC Windows 7 Ad: Broken Promises [video]

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.” Leo Burnett

A few months back, I wrote a post discussing the effective advertising techniques that Apple was using to promote its Macs as opposed to Microsoft’s approach. The humor Apple uses highly overpowers Microsoft and makes the ad viewer relate more to Mac products, feeling that he/she needs to be a part of this “family” and “movement” towards a universal switch to Macs!

Recently, this video was released to the public: a new Mac ad targeting the PC’s lack of fulfilling its promises! Great idea and very realistic, especially if you take the time to see the complaints and problems with almost all the versions of Windows that have been released so far.

Yet, my question here is this: Is it ethical for Mac to use this type of advertising against PCs? I mean we do know it’s true, but aren’t Mac pushing it a bit too far?

Comments and Reactions

  • Vincent Lowe

    …it's not unethical to tell the truth.

    Now to be fair, this ad isn't “telling the truth” but rather it is dramatizing a subjective experience — just happens to be one that many of us find to resonate with the truth.

    What's unethical is to insinuate something that is known not to be the truth. I don't think this ad qualifies.


  • Amer Kawar

    I agree to a certain extent. It's fun watching the Mac vs. PC war in video adverts format. I watched – and enjoyed – all of them since 2005 I think, but I am still a Windows user. Some things annoy me with Windows, but I think it's got more powerful packages & support for all the tasks I need now and in the future, unlike Mac and Linux. Other OS's are catching up, but still not enough for me to switch.

    Although, when I'm in my geeky development mode, I switch to Linux environment, but never felt the need to a Mac so far!

  • Jonathan L Hall

    The ad is kinda funny in that they mention some of the more successful versions of Windows. The winners are Windows 98, Windows 2000, and Windows XP. The obvious losers are Windows Vista and Windows ME.

    If Windows 7 actually serves to be stable and useful, then the ad campaign won't necessarily be relevant.

    I'm surprised that Apple hasn't received more flak for abandoning its powerpc users, myself being a user. I guess we'll have to see.

  • FadiPick

    I think that this is a smart ad that meant to highlight one of the common problems of windows. Vista had hurt Microsoft in general and windows in particular pretty much, they need to do some serious fixes to their brand image because any simple defect at this point of time will be exaggerated by the masses.

  • HerrinL

    I think it's Microsoft that has the ethical problems actually. Apple is just pointing out what everyone knows already. People have been duped for years into thinking there is only one platform while under their noses, Mac users have been getting plenty done.

    Fortunately the game is up and people are moving over in droves.

    It's not out of a superiority complex that I advocate the Mac platform, but rather a desire to see people enjoying their computer and using it to make things happen in the world rather than buggerizing around all the time.

    That is very ethical. Great article by the way. It was good to get that out! ha ha

  • Patrick Ng

    Personally, I don't find the ads unethical. However, I do sense some fear from Apple. Obviously, Apple did not succeed in captilazing on Vista's failure. If Apple did, then we would have lots and lots of Mac running instead of a lot of uses still using Windows XP. I sense that Apple knew WIndows 7 was going to be a big hit, and all it can do now is try to persuade users to go to Windows 7 because previous Windows versions failed to deliver what they promised.

    But, I think it's going to be different this time. I've been using OS X since 2006 and love it. I'm still using Leopard (did not see the need to install Snow Leopard for what I do). But yesterday I installed Windows 7 on my wife's computer (I get a free a copy from my university). From the limited time I spent on it, I can say that it's a very big improvement over the previous Windows version. The Peek feature is very nice, the OS is snappier than Vista on the same hardware, and it can also clone the disk (without the use of a third-party application) which can be handy in the future if I have to replace the hard disk.

    Yes, we can say that Apple produces a very good OS and very nice hardware, but let's face it for most users, a Mac cost more than a PC. Most users are not looking for a top of the line computer, but one that will work for their limited use for a reasonable price. For example, when I bought my first Mac, I did not have a mortgage, a car loan nor a child. Three years later, I do. So when the time to buy another computer comes, I will be thinking really hard: should I spend the extra money on a Mac or buy a PC and put the difference in a Registered Education Savings Plan? My daughter's education is more valuable to me than a “better” computing experience now.

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