Biting Apple Back

The Apple-Microsoft wars are, now, nothing but infotainment ... or, at least until very recently, were just that. They helped sell magazines (Steve Jobs had only to sneeze to be on the covers of Time, Newsweek, Fortune, even The Maori Tribal News!), newspapers, books, TV spots. Even a movie or two. (Watch out for the September Screenings at T2F!) Let's face it: how could there be a real fight among a 2% market-share holder and someone that, once, all but held the remaining? (Yes, there were other OSs around, too, guys, like the OS2 ... just like there are Linux and others today).

Some, of course, found in this unequal battle the symbolism of David slaying Goliath ... an image that Apple's 1984 SuperBowl Ad (Thank you, Lee Clow!) planted by equating IBM with Big Brother. Others continue to see it as the battle of two young hippie kids in a garage taking on a big corporation despite the fact that Apple, itself, has become one. No surprise there, for - in any battle, large or small - you eventually become what your enemy is.

The "I'm a Mac, I'm a PC" ads were satirical, hilarious, even lovable. OK ... that's how most Mac lovers felt. To many, and not PC users alone, they were 'rude'. But that's a matter of taste, I guess. I love irreverence and black comedy, grew up on sick jokes, chuckled at the macabre cartoons of the totally brilliant Gahan Wilson and still rotfl (admittedly with an occasional wince) at the grotesqueness of JoeCartoon.

Did I say 'were'? Once I used to download every one of them as soon as they aired. I admired the fact that they didn't resort to outright lies ... but then why would they? One could never run out of material while poking fun at the real flaws in Windoze. Lately, though, I don't even click to view most of them with anything remotely resembling my past urgency. In fact, I am sure I've missed watching many. No, they haven't lost on quality, or humour, judging by those I have peeked at ... but, in terms of quantity, there have been just far too many of them! Why didn't anyone at Apple say "Enuff already!" ... ? (Of course, those who know Steve Jobs know why.)

"All is fair in Love and War" goes the cliche ... and Business, now, is War! So the Apple ads got noisier and noisier and more and more aggressive and while Bill Gates poohpoohed and chastised them for their attitude and Microsoft turned up its collective nose at them, the strategy made waves. The brilliantly simple iPods and the simply brilliant much-in-demand iPhones (13000 orders per second in the UK alone today!), working in tandem with these ads in a 3-pronged attack, have helped Apple's market share grow beyond the industry norm.

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Finally, the company I love to hate for its awful OS and bloatware (but thank, genuinely, for having made computing accessible to millions) has taken notice.

As a lover of humour, a keen follower of the art and science of Advertising, someone who spends a lot of time with technology ... and a dedicated Mac user (until something better for my way of life comes along), I am excitedly looking forward to this counter-campaign. Let's hope it's as funny as the early Mac/PC ads were.

Let the games begin ...