TLDR Tech / Marketing
A Mac walks into a room
Apple's Get a Mac campaign reframed advertising by shifting focus from Mac benefits to PC comparisons and letting viewers draw conclusions. It used two characters, Mac as capable and PC as flawed but relatable, to make the contrast intuitive. Objections were voiced by PC himself, weakening trust in his claims. Instead of abstract benefits, it showed specific everyday scenarios. Across 66 ads and 323 concepts, it doubled Apple's market share.
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