Steve Wildstrom for Techpinions comparing the different approaches Apple and Microsoft took with their latest ads:
I have worked with both companies for many years and can assure you that while they are very different from each other, both are fiercely competitive, touchy, and as huggable as hedgehogs. But there can be big difference between what you are and the persona you choose to present to the world.
Apple’s “Misunderstood” ad is one of the best ads I’ve seen this year. It wasn’t that long ago that Apple was running their I’m a Mac ads that, while sharing a few Mac features, were primarily focused on making anyone using a PC look like a buffoon.
Today we have Microsoft ads walking all over Google, but spending little time explaining why a customer might want a laptop with Windows 8. As someone who works for a company that builds computers, most of which run Windows, I’d love to see Microsoft spend less time obsessing over Google and more time focused on building great products.
Apple’s ads work because they make great products.
My in-laws stopped by on Christmas Eve and watched as my kids sent videos and pictures they’d taken to our TV using their iPods. My mother-in-law asked how they were doing it and I showed her the hockey puck sized Apple TV. My father-in-law then took out his iPhone and did the same, playing a number of videos of the kids when we lived in Seattle. I didn’t have to show him how it worked, nor did we have to pull out a manual and fiddle with any settings.
It was one of the few times when the technology melted into the background, and everything worked seamlessly.
This afternoon I asked Kim what her parents were up to. “They are online buying an Apple TV,” she replied.