Apple's New ads 'Get a Mac'

Apple released four new Get a Mac ads Monday, continuing its nearly 3-year-old campaign tweaking Windows PCs weeks after Microsoft began firing back at Apple. The new ads are available on Apple's Web site, and will no doubt flood the airwaves in due course. Apple is following its old playbook with the new spots, tweaking PC guy as played by John Hodgman as virus-prone, unstable, and difficult to use.
Apple makes a brief reference to that line of thinking in the "Stacks" ad, in which Mac guy (Justin Long) responds to PC guy's observation that the facial-recognition technology in the new iPhoto must be expensive by noting that it comes free with every new Mac. But otherwise it's the same old strategy of pushing the Mac as an easier-to-use and more reliable computer, with few references to price. One new twist is that a controversy has already sprung up over some of the claims in the "Legal Copy" ad.
Apple inserts a few slams at difficult-to-understand Windows components such as registry keys and virus-protection procedures, but also implies that some basic maintenance tips that apply to any computer, such as emptying the trash and downloading driver updates, are unique to the PC.
Still, the campaign's message seems to have had an impact over the past three years. While there's definitely something to be said for the "ain't broke, don't fix it" strategy, at some point Apple will need fresh ideas if Microsoft continues to hammer away with its own anti-Mac campaign.
The sad thing is, people who choose Mac actually care about their computer. No matter how many PCs running Windows I've seen, I've never seen anyone show any kind of emotion for it. Like Linux is for me, when a person uses OS X, the appreciation for it doesn't die after a day or two. I can't say the same about a Windows computer.

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