John C. Dvorak says the word that comes to mind when he thinks of Apple’s latest ad campaign is “desperation.”
He also said that the entire ad campaign shows how petty Apple has become.
“This campaign really stinks,” writes Dvorak. “Perhaps Steve Jobs is finally sick of running Apple, and is now trying to subvert his position at the company. I assert this because there is no way that after the “Think Different” campaign — which featured pictures of Einstein and other symbols of intellectual excellence — the company would suddenly promote goofy looking schlubs as its intellectual representatives. All I can assume is that the Apple marketing department has been mesmerized by the dopey dude Stephen on the Dell ads and collectively said, “We can top that guy!”
In its biggest ad campaign since “Think Different,” Apple’s new ads feature Windows users who have made a successful switch to the Mac. The ads feature eight folks ranging from a college student to a writer to a Windows network administrator.
The rest of Dvorak’s column is dedicated to hurling personal insults at the people in the commercials.
“Apple likes to brag about the fact that a few people have bailed out of the Windows camp to join the Macintosh camp,” said Dvorak. “If these people are the examples, then I fear for the future of Apple. Seriously.”