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Friday, January 27, 2006

Les pubs d'Apple à San Francisco / Latest Apple Ad Campaign



WARNING: this post may be offensive to die-hard Mac fans!
ATTENTION: ce texte risque d'offenser les fans invétérés du Mac!


;-)


It had been a long, long time since I didn't talk about Apple or one of its products on this blog. Well, here you go! This blue poster you see on that column in the back is the new ad campaign plastered all over the Financial District since Apple announced the release of their MacBook Pro a few days ago.

Ca faisait bien longtemps que je n'avais pas parlé d'Apple ou d'un de ses produits sur ce blog. Ben voilà! Ceci est la nouvelle campagne publicitaire d'Apple, affichée sur toutes les colonnes du quartier des Affaires de San Francisco depuis qu'Apple a annoncé la sortie de son MacBook Pro il y a quelques jours.

Montgomery Cable Car Stop


What, you can't read it from here? You want to see it closer? OK. Here you go.
Quoi vous n'arrivez pas à lire? Plus près? OK. Voilà.



"What' an Intel chip doing in a Mac? A whole lot more than it's ever done in a PC."
"Que fait une puce Intel dans un Mac? Bien plus qu'elle n'ait jamais fait dans un PC."


Give me a break! Now look here, Apple. We don't question you always had the better computer to start with.

Bon, allez, ça va! Personne ne vient contester que Apple n'avait pas le meilleur ordinateur au départ.

People trying the new Macs - Photograph from John Dvorak's Photo Essay


And even though I'm on my third iPod now (due to a manufacturer's hardware defect in the first two ones, not to this user's mishandling - just had to say that!!!), I wouldn't even dream of arguing that the iPod isn't a cool product either; it is. Hats off.

Et même si j'en suis à mon 3ème iPod (les deux premiers ayant un "defect" dès le départ, d'apres leurs techs, rien à voir avec l'utilisateur, je tiens à préciser!!!), il ne me viendrait jamais à l'esprit d'insinuer que l'iPod n'est pas un truc sympa. L'iPod? Chapeau bas.



Even the various iPod ad campaigns you guys came up with were simply pure genius. In fact, these ads were so catchy and clever that other companies even tried to capitalize on the popularity of the product (see iPod my baby , it's really worth the click!)

Même les pubs pour iPods sont absolument géniales. D'ailleurs, ces pubs ont eu un effet tellement positif sur le public, que certaines boites se sont mises à les imiter (voyez iPod my baby, ça vaut vraiment le coup de cliquer dessus).

Photograph from: http://www.ipodmybaby.com/


And to be completely honest, I do like Macs. Overpriced? Without a doubt. But I still think the OS is kind of cool. Almost bought one, in fact.

Et pour dire la vérité je dois dire que j'aime bien les Macs. Chers? Sans aucun doute. Mais l'OS est quand meme sympa. Failli en acheter un d'ailleurs.

Apple Store, San Francisco, seen from Market St.


But this latest ad campaign? In my opinion, it's just arrogant and juvenile and does absolutely nothing for Apple's image.

Mais cette dernière campagne publicitaire est tout simplement puérile et arrogante et ne fait rien du tout pour l'image d'Apple.



So, Apple, why don't you do yourself a favor and lose the attitude, hmmm? Or could it be that you simply want to give people a preview of what they may expect when dealing with the so-called "geniuses" with a superiority complex you have working tech support at your local Bay Area stores? Is that it?

Rends-toi service, Apple, et change un peu d'approche. A moins qu'Apple ait tout simplement cherché à essayer de prevenir les gens à l'avance de l'attitude des "genies" au complexe de superiorité prononcé qui travaillent au support technique dans les magasins Apple du coin? C'est ça, Apple?

Apple Store at Powell, SF


I think if I were a PC manufacturer right now, I'd launch an ad campaign saying "Hey, Mac, what's with the 'tude, dude? Drop the act, it just ain't cool anymore." Or something like that. You know what I mean.

Si j'étais fabriquant de PC, je lancerais à mon tour une campagne publicitaire disant "Eh, Mac, laisse tomber l'attitude, on commence à fatiguer grave." Quelque chose comme ça. Vous voyez ce que je veux dire.

MacWorld, Photograph: John Dvorak, PC Mag


Ok. Maybe not everybody got rattled by the ad campaign: here is a good review from PC Mag on the new iMac Intel Core Duo. But you should probably also check out what John Dvorak (PC Mag) had to say earlier this month:

Bon. Peut-être que tout le monde n'a pas réagi comme moi à la campagne publicitaire: voici d'ailleurs une revue excellente du iMac Intel Core Duo sur PC Mag (en Anglais). Mais ne manquez pas non plus d'aller voir ce que John Dvorak (PC Mag) avait à dire (en Anglais aussi). Je vous en traduit un petit bout ci-dessous:

For laughs: my very 1st personal computer: an Apple IIe!
Pour rire: mon tout premier ordinateur "personnel": un Apple IIe!


"... As far as I'm concerned Apple's credibility is now suspect on all levels. More interesting were the rather insulting ads Apple showed regarding these chips indicating that any use before Apple was essentially a crummy loser. This, of course referred to Windows I guess. Apparently Apple is unaware of the fact that Linux runs at blazing speed on these chips too..."

"... En ce qui me concerne, la crédibilité de Apple est maintenant suspecte à tous les niveaux. C'est intéressant aussi de noter les pubs plutôt insultantes qu'Apple nous a montré, indiquant que l'usage de ces puces avant Apple était essentiellement nul - cette insulte étant sans doute plutot dirigée envers Windows, j'imagine? Apparemment, Apple n'est pas au courant que Linux fonctionne super rapidement avec ces puces aussi ..."

CompUSA on Market St. also carries a good selection of Apple products


Personally, if I had had to design an ad campaign for Apple, I would have tried wo win over the PC crowd with a little more subtlety and tact. The big question still remains: how well will the public receive the new product on the market? Or even ... what is the future of Apple?

Personellement, si j'avais eu à imaginer un campagne publicitaire pour Apple, j'aurais plutot essayé d'attirer les fans du PC avec un peu plus de subtilité et de tact. La grande question, cependant, reste encore à voir: quel accueil le public reserve t'il à ce nouveau produit? Ou même ... quel est le futur d'Apple?

16 Comments:

Anonymous Le Nerd said...

Je suis tout à fait d'accord sur le fait que ces pubs "Intel" sont arrogantes, elles ne font plaisir qu'aux mordus de Mac. Mais on peut aussi voir cela comme un clin d’œil.
Etant utilisateur Mac et Windows je constate le retard de ce dernier et l’extrême lenteur du développement de la prochaine mouture (Vista).

Cependant Apple a intérêt à faire TRES fort avec sont OS sous Intel sinon cela risque d'être ridicule.

En tout cas un grand merci pour ce "reportage" et ces belles images en direct de SF. J'adore ça !

4:09 AM  
Blogger camionneuse said...

Moi, ce qui m'attire chez mac c'est le desing (j'ai failli écrire mec, une chance que je me suis relue...). Mais je rêve du mac en clapotant sur mon pc... Je pense que je vais le peindre en blanc!

Et puis c'est vrai que c'est arrogant pour les pcistes.

J'ai trouvé ton blogue grâce à Éric de Paris 1 photo a day. Le mien parle de mes voyages en camion. Je rêve d'aller à San Francisco. Mais ce n'est pas une destination de notre cmpagnie. On va plutôt au Texas.

Sandra

4:46 AM  
Blogger paris2texas said...

Ca taille....

Je suis tellement habituee aux PC... Les Macs me semblent compliques....

11:26 AM  
Blogger bourgogne said...

hi tomate! i'm a die hard mac fan but i HATE that lame, arrogant ad. it does suck. (imagine, some ad agency got paid a lot of money to think of that and "design" it. how sad.) it's a good thing for apple that they are making more of a profit with the ipods/itunes than their macs. but you have to understand that apple, like everyone else, is not perfect. that said, i still prefer macs to pcs and consider them the lesser of the evil. :P

11:55 AM  
Anonymous Arnaud H said...

Well, I'm obviously highly biased, since I work for Apple, but here is what I can tell you:

It's an ad. It's just an ad. If the humor behind it is not apparent to those who find it arrogant, well what can I say. It's just an ad. If Apple had come up with something tamer and not as controversial, people would have accused the Cupertino firm of doing something boring.
So they went with something a bit provocative, and now they're labeled as "arrogant." It's a bit unfair, as Apple is just saying that their products is better than others. Which is, after all, what all ads are about.

12:43 PM  
Blogger bourgogne said...

i think apple could have done a lot better. with a good creative team, they might have come up with something bold and (truly) funny, whilst also being provocative.

4:42 AM  
Anonymous bill portes said...

I think this ad is really lame, they probably paid megabucks for a lame sentence, a font on a blue background, come on, it has to be the ad agency of a family member of Steve Jobs or maybe a low paid intern, who in the world would buy that!?
attention [troll]
A couple of years ago apple was proud that motorola's processors were 2x faster than Intels, and now they tell us that Intels are 2x faster than motorola's. Hahahaha they are so funny! Of course mac os x is so slow that they need 4ghz to resize a poor window without getting a rainbow wheel...
The funniest thing about Mac os X is that it burns firewire's ports on macs ( especially mac minis ) , it's a known bug, thousands of reports in forums, but apple is not able to fix it. btw i own both a PC and a Mac mini ( a great machine with a dead firewire port ).
Apple is clearly not testing their products as they were in the past, another example is the "do not disconnect" message on the IPODS, it is such a huge design flaw... it's so scary for non tech people, we were waiting for 20 minutes before realizing it was part of the design... yes you can disconnect an Ipod that says "do not disconnect".
[/troll]

5:10 AM  
Anonymous Sébastien said...

Apple c'est que des guignols de toute façon:-) Ils nous ont prétendu pendant des années que les coprocesseurs qu'ils utilisaient étaient bien meilleurs qu'Intel, plus rapides et tout. Puis ils sortent un nouvel ordi basé sur Intel en annonçant avec grand fracas qu'il est 4x plus rapide que le précédent...

7:54 AM  
Blogger Eric said...

Intel could claim something like "Motorola outside" but that would me like shooting on an ambulance...

Any PC manufacturer could claim: "Dear Apple, it does not matter if it took you 20 years to discover the power of Intel's chips: welcome to our world"

Funny Tomate but your post reminds me of a famous scene in a Woody Allen movie where he goes to Harlem and shouts "Niger" in the middle of the crowd just to prove how brave he is!

8:43 AM  
Anonymous Manu said...

I think Apple had to do something public rather than pretending this was no big deal, so they decided to just put it out there and "hopefully" capitalize on the add campaign as opposed to extinguishing fires that could have been caused by competitors or the press (so, a "strike first" type of strategy). We'll see what happens next but this is probably the smartest thing they could do about the decision to go with Intel in terms of advertising. Ok, it's very arrogant, but that's how it is in the US for any product it seems, so I think it's fair. (and... I don't work for Apple, nor do I have one, but I have an Apple sticker on my laptop PC, that's all I could afford!) ;-)

It's good to have you back with one of your great articles Tomate!

8:19 PM  
Anonymous Manu said...

(wooops, I'm getting confused with all my blogger accounts here...)

I just saw some of the above comments and wanted to add that Motorola's processors truly used to operate faster than Intel's for a long time thanks to their asynchronous communication architecture. In the meantime, semiconductor technology has advanced so far in terms of speed (you can see it with the evolution of clock speeds), that this architectural advantage is no longer relevant.

8:34 PM  
Blogger Tom said...

Tomate wrote, "The big question still remains: how well will the public receive the new product on the market? Or even...what is the future of Apple?"

I've used Macs since 1995 and love them. Over the years a comment people have made is that Apple is going out of business. When I looked a couple weeks ago, the value of Apple as a company was more than the value of Dell. (And it was more than the value of Disney.)

I have mixed feelings about using the Intel processor. One of the biggest issues I have is that Rosetta (which will allow it to run OS X programs will not run Classic).

The preliminary reports about the Intel machines is that they are not all that much faster than the PowerPC processors. I'm sure there is more emulation that is being used to get everything to run on the Intel processor. (The old PowerPC processors would really whip with BEOS and other simple operating systems.)

I'm not sure how committed Motorola really was to the development of the PowerPC chips used in Macs.


I think Apple has a good business strategy for the future. But the main variables as to its solvency would revolve around things totally different, such as a major al-Qa'ida attack crippling the world economy, an avian influenza pandemic creating massive shipping restrictions, nuclear attacks from "rogue" groups, etc. But these kinds of things would have a drastic affect on all businesses.

10:49 PM  
Anonymous myriam said...

Ma parole, tu as reçu un gros chèque de Windows pour prendre le temps d'écrire tout ça!

2:26 PM  
Blogger Raoul Wolfoni said...

(bon, moi j'ai fais part de mes commentaires sur ce blog au grand Steve en lui demandant s'il allait m'offrir un mac, et il m'a raccroche au nez) ;-)

12:23 AM  
Blogger julie70 said...

Quand j'ai changé de mac à un pc par sony, j'ai hais de voir à chaque fois que j'ouvrais ma bécane "Inter inside!"

Je n'apprécie pas non plus que les gens de Apple ont abandonné tout qui faisait (ou presque tout) jadis le mac quelque chose spécial, à part, pour nous tous!

Alors, je te comprends très bien.

J'étais ébahie moi aussi écoutant Jobs pérorer sur Intel. Il aurait mieux fallu conserver HyperCard gratuit, Bob Atkinson et son esprit, il n'y a plus que AppleScript (que peu connaissent hélas) qui est resté et je le regrette. J'étais infidèle à mac, après qu'ils étaient infidèles à l'esprit.

5:12 AM  
Anonymous sabine said...

La "guerre" Mac vs Windows ne pourrait pas me sembler plus puérile. Oui les Macs sont jolis et les ecrans sont grands. Les Pcs sont moins chers et pour surfer sur internet et faire de la bureautique franchement, moi je vois pas la difference!!!
Alors moi je fais pas ma snob, et j'achete le plus competitif cad le produit avec le meilleur rapport qualite/prix, et pour moi, ca reste le PC.

1:46 PM  

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