Apple

Lessons from Apple & Microsoft

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The New York Times had a great piece last week about Apple’s advertising success, compared to Microsoft. Among the blog responses to this article, I found this to be a great read. As Ad Contrarian says, ‘you don’t always have to make good advertising to be successful’. Sigh. So true.

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The crucial reason for Microsoft’s success is that most people ‘had‘ to use a Microsoft product – they had no choice. With Apple, people ‘want‘ to use it. Therein lies the rub. Look around, especially in India and there’s no getting away from a MS product. And since people didn’t know any better, a Mac is so alien bereft of any of the emotional attachments that is so common outside India. That’s true even with so-called iPhone killers.

My bro bought the Nokia 5800 and was so taken up by it’s touch screen, music player and camera. I checked out the touch screen and it was nowhere near the quality of the iPhone/iPod Touch. I was pretty surprised to find music complete with album art on the handset. I then realized it comes pre-loaded with ‘Comes with Music’ thingy of Nokia. Try explaining to my bro (and millions like him) that the iTunes-iPhone is the simplest, seamless way of managing music and it will fall in deaf ears. My feeble attempt at conveying iPhone’s superiority was a total flop. The accelerometer was shown as evidence of this being as good as the iPhone. I checked out the zoom function of the snaps and it’s cumbersome compared to the pinch & zoom of the iPhone. But thanks to it’s pricing, lack of real knowledge of what an iPhone can & cannot do and total lack of ’emotion’ with the Apple brand name, the Mac does not have that cult status in India. I just have to make do with feeling good about reading about it on the web. Double sigh.

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A marketing communications professional with a keen interest in all things advertising. I share creative ads and views on the ad industry here. Views are personal. See Disclaimer for more.

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