>They make the target audience feel stupid. This is Apple’s first real effort going after a less tech-savvy group of computer buyers, and this ad makes it clear that they really don’t know how to talk to them at all. The people in this segment are not idiots, in fact, a lot of them are doctors, lawyers, teachers, and otherwise very smart people.They just don’t think about the latest technology all that much, and this ad basically calls them stupid for not buying a Mac. When consumers buy PCs, they are usually doing it after lots of research — after all, it’s a big purchase for most people — and this ad is essentially telling them they made the wrong decision despite all the thought they put into making what they thought was the right one.
This is rife with things that either aren't true or are bad assumptions. Doctors don't carefully research what computer they get because they're smart. You could easily make the argument that they don't specifically because they were rich or because they value their time a lot. Additionally (and this is all out of order), this is not the first time that apple has done commercials appealing to non-tech savvy users. They have almost never tried to appeal to tech savvy users. I would argue that the only reason they're on the radar for tech savvy users is because they coincidentally are unix based.
This is rife with things that either aren't true or are bad assumptions. Doctors don't carefully research what computer they get because they're smart. You could easily make the argument that they don't specifically because they were rich or because they value their time a lot. Additionally (and this is all out of order), this is not the first time that apple has done commercials appealing to non-tech savvy users. They have almost never tried to appeal to tech savvy users. I would argue that the only reason they're on the radar for tech savvy users is because they coincidentally are unix based.