In conjunction with its plans to open the first of 25 planned retail stores this Saturday, Apple will also run a “manifesto” ad in several national newspapers tomorrow with the slogan, “5 down. 95 to go.” The manifesto reads as follows:
“This Saturday Apple is opening its first retail stores. Here’s why:
“Apple currently has around 5 percent market share in personal computers. This means that out of one hundred computer users, five of them use Macs. While that may not sound like a lot, it is actually higher than both BMW’s and Mercedes-Benz’s share of the automotive market. And it equals 25 million customers around the world using Macs.”
“But that’s not enough for us. We want to convince those other 95 people that Macintosh offers a much simpler, richer, and more human-central computing experience. And we believe that the best way to do this is to open Apple stores right in their neighborhoods. Stores that let people experience firsthand what it’s like to make a movie right on a Mac. Or burn a CD with their favorite music. Or take pictures with a digital camera and publish them on their personal website. Or select from over 300 software titles, including some of the best educational titles for kids. Or talk to a Macintosh ‘genius’ at our Genius Bar. Or watch a demonstration of Mac OS X, our revolutionary operating system, on our theater’s giant 10-foot diagonal screen.
“Because if only 5 of those remaining 95 people switch to Macs, we’ll double our market share and, more importantly, earn the chance to delight another 25 million customers. Here we go …