Apple to Begin Advertising Push Targeting Windows 7 Launch?
In the coming weeks, Apple is expected to hit those computer buyers with advertising aimed at luring them to its Macs. It will likely make the case that Macs are less susceptible to viruses and are best suited to its popular iPods and iPhones. And look for it to poke fun at Microsoft for making XP owners go through an arduous process to upgrade to Windows 7 -- one that includes backing up all their files to an external drive, reformatting their PC, and then reinstalling all of their old programs, assuming they still have the CDs. "Any user that reads all those steps is probably going to freak out. If you have to go through all that, why not just buy a Mac?" says Schiller.
The launch of Windows 7 is expected to bring a surge in new computer sales, with many customers having continued using their old hardware rather than upgrading to the much-maligned Windows Vista. Apple, which has recently lowered price points on a number of its computers and introduced Mac OS X Snow Leopard just seven weeks ago, sees itself positioned to attract some of those consumers once again thinking about purchasing new hardware.That's Apple -- calm, cool, and confident that the tech world is marching in its direction. "We've been through these transitions before, and no matter how you look at it -- it's still Windows," says Schiller. "When all is said and done, the Mac picks up share a bit at a time."
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That's Apple -- calm, cool, and confident that the tech world is marching in its direction. "We've been through these transitions before, and no matter how you look at it -- it's still Windows," says Schiller. "When all is said and done, the Mac picks up share a bit at a time."
He only fails to mention that many of the people who will buy a Mac will eventually run Windows 7 on it. Mac sells mostly increased because they can run Windows.
OS X is still a niche platform, and one that is incompatible with almost everything that has the words "enterprise" or "business" on it.
For a lot of the so-called "switchers", the Intel chip and the Windows compatibility through Boot Camp, Parallels or VMWare were the reasons why they could "switch". (Without actually switching. They just bought a second platform with the bundle.)
It isn't going to be any more painful to switch to OS/X rather than Win7 for XP users.
If I were a casual or low end computer user, I would desperately want a Mac to avoid all the time and fuss PCs create through myriad complexity with virus control and all the expensive and cheesy programs needed to purchase just to make the thing functional after purchase.
If I worked in a company with an expensive tech support crew, I wouldn't give a crap and get whatever I wanted for the job: someone else is paying and supporting all that crap.
If I was a gamer wasting my life trapped in non-productive play, I'd get a PC.
And that's probably how it all falls down in purchasing groups. People know what Apple offers, but the layman looks at price tag of the computer, not at the price tag of the final tally when the two platforms become even with protection and function. And even then, they don't see the time wasted enslaved to a PC as they try to figure it out--time better spent earning dough or being with family or enjoying life or using the computer as desired.
There's not much else they can do, aside from act confident and try to make the most of the situation. I wouldn't be surprised if mac sales (in absolute numbers) went up with so many people deciding it's time to buy a new computer. I will be shocked, however, if mac market share doesn't go down. I personally know too many people who are psyched about windows 7. A lot of people are going to be buying pc's. If phil didn't put on a strong game face, it would be even worse.
I think a great move for them would be to include an option to have Win 7 pre-installed on a Mac. A lot of people are going to want to buy a new computer, but not want to move all the way to Windows. If they can say "hey, we understand changing is difficult, here, buy a Mac that comes with both, and you can make the transition easily" it could work out pretty well.
AnDy
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