With the launch of Microsoft’s Windows 7 Operating system, Apple has launched a new series of ads meant to discourage Windows users from upgrading to 7 and instead become Mac users. My gut reaction to these commercials is that they’re petty and have an air of panic about them on Apple’s part. Apple had a field day with Windows Vista, and their ads did a lot to keep public opinion on Vista decidedly negative. Focusing on being number one in customer satisfaction seems odd as well. According to research firm IDC, the market share for Mac computers is at 9.4% in the United States. In that situation, using a population-based fact like customer satisfaction is not the best idea. For example, on one the WrestlingFigs message board, a post that I read mentioned how an eBay seller was reputable because they had a 100% feedback rating. The problem is that the vendor had only done 7 deals. It is very easy to have high positive ratings when your sample base is smaller than competitors.
To be a better conversion ad, it may be a better idea to have PC go through and mention features that are new in Windows 7 that have direct corollaries that Mac OS had first. For instance, the new taskbar displays a list of an application icons that users can start them from, much like the Mac dock.
Mac OS X Dock
And the Windows 7 taskbar; Why is Apple not attacking this similarity?
Apple could even word it in such a way like, "You like the copy, why don't you move up to the real deal?"
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