Windows: Life without Walls

Tonight, Microsoft will debut some new TV ads as part of its $300 million campaign. Print ads will follow as well. I wrote about this topic this morning in WinInfo, but have a bit more info, and more to share later in the day as part of a longer article.

First though, here are some stills from the TV ads, which have the theme, “I’m a PC.” Yes, you read that right: Microsoft is going after the derisive Apple ads directly, by showing that the PC world is huge, diverse … and human. It’s nicely done. 

 

There are also some print ads planned. Here’s a sample, with a blow-up of the manifesto for your reading pleasure.

Good stuff. And a sharp contrast to the what the other guy is doing. Humanity vs. smugness. Which side are you going to choose?

Discuss this Article 191

shark47
on Sep 18, 2008
http://news.cnet.com/8301-13860_3-10045384-56.html?tag=newsLeadStoriesAr... Some more details on the new ads. Ina finally acknowledges that the shift from the Jerry-Bill spots was always planned.
Waethorn
on Sep 18, 2008
"Where they ACTUALLY COMPETE, there is not much a Mac cant do that PC can and vice versa." Mac servers are a joke. There, I said it. Of course, Apple has no business solution strategy in the first place, so they aren't competitive with Windows business solutions anyway, and I guess that makes you at least partially correct.
sbrown23
on Sep 18, 2008
@ Lindy - "sbrown you list stuff where Apple does not compete or even make a products, gaming consoles, IPTV, hypervisor." Let's take a step back here. I said "Apple's platform cannot match the breadth of the Windows platform". You said " now you can come out into the light and see clearly," implying that I was wrong and Apple can in fact match Microsoft. I list how Microsoft's platform is in fact broader than Apple's, and thus appeals to people and businesses in more situations. You then proceed to complain that I list areas where Apple doesn't compete. Um, exactly? Wasn't that the original point? That Microsoft offers a broad platform of hardware, software and services that Apple cannot match? Yes, I believe it was. Where did you get lost?
Waethorn
on Sep 18, 2008
Hmm....still 20 hours left before this article gets locked and we're already over 100 comments???
mikegalos@msn.com
on Sep 18, 2008
chuckb84 Apple doesn't sell devices to OEMs and they don't sell into the Retail Point of Service (POS) market. They'd have to have all the additional peripherals, registers, scanners, servers and software ecosystem developed. There's no incentive for anybody but Apple to use iPhone or iPod Touch as a general purpose OEM hand held device since it's so much more expensive than the OEM Windows Mobile devices that currently sell in the retail POS market and nobody in the retail POS market is likely to want to spend extra for an Apple logo on their handhelds.
mikegalos@msn.com
on Sep 18, 2008
sbrown23 Apparently you missed the Apple mantra of "If we don't make it, you don't need it" Therefor HPC clusters and domain systems and hypervisors and OEM products are all the same as stealth bomber wings. Of course, the Mac Faithful used to say that about smartphones as well until Dear Leader changed his mind.
mikegalos@msn.com
on Sep 18, 2008
oops - 18 hours, forgot about the DST error in the board software
Mum
on Sep 18, 2008
"Good stuff. And a sharp contrast to the what the other guy is doing. Humanity vs. smugness. Which side are you going to choose?" Easy: I'll choose humanity. However, it doesn't have much to do with this tacky, syrupy, dishonest but ultimately lame ad campaign. It will not make me believe that one of the largest companies in the world represents humanity in any way. One never sees this sort of advertising in Europe, which is why US companies generally hire local agencies to design local campaigns. So, if I continue using Macs, can I, in your opinion, still choose and practice humanity? "I do know that people who succeed at Microsoft are the ones who want to change the world" For better or for worse?
Lindy
on Sep 18, 2008
Hey Mike how does Microsoft's movie maker server compare to Final Cut server? Oh Please give me some of that famous Microsoft Mikey logic, you know where you will take this some other place instead of saying "they dont make a movie making server product so how can you compare them?"
shark47
on Sep 18, 2008
It's the ecosystem, stupid!
shark47
on Sep 18, 2008
""I do know that people who succeed at Microsoft are the ones who want to change the world" For better or for worse?" Doesn't matter. It's change that you can believe in. "Yeah Mike that is exactly what I was thinking Paris Hilton. That is why I said Obama???" Heh. If Obama appears in a Mac commercial before the elections, he can bid goodbye to the White House.
Waethorn
on Sep 18, 2008
"Final Cut server?" "If we don't make it, you don't need it." Isn't that right pappy? www.avid.com
Waethorn
on Sep 18, 2008
Apple is the Sarah Palin of computer companies. Small. Sexy. But ultimately unqualified to lead.
sbrown23
on Sep 18, 2008
@ Waethorn Then who's the Obama of computer companies? Eloquent. Shallow. Unqualified to lead. I kid, I kid...
Waethorn
on Sep 18, 2008
"Then who's the Obama of computer companies?" I know who's the John McCain of operating systems. Unix. Ancient, confused, and ain't got the balls to lead in this century. .... I'll let you figure that one out.
Mum
on Sep 18, 2008
"Truth is, I don't mind either way. What annoys me is people who adopt their platform religiously." And why should that annoy you? Sounds like you have problems. Fans don't annoy me. What annoys me is people who won't accept choices of the others (bashers). Neither can be called good or bad, but the latter certainly suffer from mental problems. I suppose it comes from when in the 90's I got a Mac (by a professional's recommendation) to do design and photography stuff and the first people I told about it who actually said anything called me an idiot and said PC's could do the exact same thing (which they certainly didn't, and arguably still quite can't, although close). I knew nothing of Macs or PC's at the time and couldn't really care less. Now it's part of my work which is why I need to keep up with certains areas of technology at least a little.
Waethorn
on Sep 18, 2008
"I suppose it comes from when in the 90's I got a Mac (by a professional's recommendation) to do design and photography stuff and the first people I told about it who actually said anything called me an idiot and said PC's could do the exact same thing (which they certainly didn't, and arguably still quite can't, although close)." And you wonder why they call you an idiot.... Ya, THAT'S why Photoshop CS4 is coming out with exclusive 64-bit support on Windows....
mikegalos@msn.com
on Sep 18, 2008
Mum Serious question, what do you think Windows based PCs can't do in design and photography that Macs can? In the 90s that may have been true (and it was less so than people thought) but I really don't know of anyplace where Mac still has the edge in these areas. After all, Adobe has been building their stuff for Windows first and then porting to the Mac since the late 90s and the plug-in ecosystem pretty much universally supports both platforms and even the small, niche players in workflow and processing tend to be on Windows first.
shark47
on Sep 18, 2008
Haven't you guys digressed enough? We need a moderator to bring us back on topic. Maybe Ocean would like to volunteer? Since we're off topic, Ocean, that was a good review of Zune by Pogue. It was surprisingly objective. Gizmodo had a review up today and they too liked the new Zune.
shark47
on Sep 18, 2008
"Windows vs Walls" What about Doors? Don't Doors beat Windows? Jim Morrison (RIP) would agree.
mikegalos@msn.com
on Sep 18, 2008
Waethorn That isn't quite fair. Mum said "still quite can't" implying now. Photoshop CS4 doesn't come out until Tuesday. If the annnounced plans still hold, next week, the Vista 64-bit people will be able to go to at least 128GB of RAM while the Mac users will apparently still be limited to 4GB due to Apple deciding to keep Adobe in the dark about killing Carbon-64 until it was too late and required a full rewrite of the Mac version. Still, eventually Adobe will finish the Cocoa-64 based Photoshop CS4 and the Mac will catch up.
mikegalos@msn.com
on Sep 18, 2008
Jim Morrison did an operating system? Trippy!
Nickelgreen
on Sep 18, 2008
Are Macs used in designing Boeings or Airbuses? Are Macs used in apps for managing big stocks or goods or furniture orders? Are Macs used in math apps trying to figure out polymers/virus/microbes behaviour? Are Macs used in drawing math models and calculous for exploring space and cataloguing astral objects? Are Macs used as workstation for designing mechanical parts of automotive or transportation in general (trains, ships, truks)? Are there billions of mac apps developed by little sized software houses in order to let enterprise and small business entities to do as cited over here? If you answer "yes" to any of these questions, I must tell you, for your sake, that Santa Claus actually doesn not bring gifts to children during Xmas. I know, I know, it's sad. But this is reality. I don't see any "Darth Sidious" controlling pc market with lies, hypnotizing people un doing things against their will. Just carve this IN your brain: Windows is so largely adopted because IT WORKS: it's versatile and, yes, its weaknesses played also a big part in al the software and hardware world as we know it. If you think otherwise, I suggest to have a short cold shower and open your eyes, and maybe taking a trip in all the productive realities in the world (or in your country will suffice) and take a look at how it really works. All other considerations are fictional/illusional/deceptive. My advice (forgive me for being so long) is to have a look at "what the bleep do we know?". A funny and mind-opening movie about quantum physics. Have fun. :-)
Nickelgreen
on Sep 18, 2008
@ Mikegalos I like your question. Actually I would never have been able to become an art director and a designer in graphics (both on paper and web) if Microsoft didn't came with Windows on PCs. Macs were so expensive and my family couldn't pay all that money for that. I also started my deep knowledge of computers with a Dos first then a Windows PC (it was Win 3.1 at that time). When Win95 came out, my brother and I decided to buy a low-cost pc which had a lot of oem software on it. It shipped with Word 6, Excel, Corel Draw 4 (all the suite including Photo Paint) and so I started to be interested in the world of pc graphics. I simply loved it. And, during all these years, I developed my skill using all the apps that common graphics use on Mac. They worked the same, exactly the same, I was able to exchange files without doing anything (and I had a free tool to convert truetype fonts onto mac suitcase font). I spent so many years being ridiculized by other graphics and labele as a "loser" for using a "crap" pc with Windows on. The fact is that I'm working fine and better than common graphics. And this is not because I'm a geek or a genius. It's only because working with not-so-perfect hardware maybe tought me being more creative in finding solutions on a wide range of cases. I improved my skills this way. "This driver is not working properly? Ok let's see why and let's find a solution. Solution found. End of the problem. Back to my workflow." This is everyday reality and this is where my passion for IT came out. I made it myself. And, guess what? I really like a lot Windows. Never got serious problems since Win98. Never had a problem at work. I'm a common human being. I'm happy like this. :-)
shark47
on Sep 18, 2008
"Jim Morrison did an operating system? Trippy!" No, but Walls isn't an OS either. So, I think it's fair to make it a three way fight between Walls, Windows, and Doors.
mikegalos@msn.com
on Sep 18, 2008
Nickelgreen To be fair, there are some Macs in some of those markets although it's a tiny number even by Mac standards and generally done with no support from the mothership.
mikegalos@msn.com
on Sep 18, 2008
shark47 Bummer, I'd have definitely tried Jim Morrison's Doors in a Virtual Machine...
shark47
on Sep 18, 2008
I didn't realize that it was "The Doors" and not "Doors" so I guess they're disqualified. Mike, you can still try The Doors in a virtual machine as long as you install Windows and the Zune software. :-)
Nickelgreen
on Sep 18, 2008
Aaaaaaaah the Zune. When the heck comes to Italy? I'm tired of being the last wagon! lol
DRWAM
on Sep 18, 2008
I learned the same way Nickle. Macs are uncommonly found in most areas. However, most medical device vendors abandoned the Mac years ago, around the G3 era. Many started adopting Linux,as it was free and the industry was trying to go to open platforms. The Windows got even better with so many developments that it is just too much to write. The FDA made stringent rules for approval of medically relate wares and Security rulesjust about made Linux go away. I still see some vendors try to sell Linux workstation, which actually have better custom apps than our Windows versions. PACS compatibility and DICOM standards were issues as there was always some proprietary reason for the lack of compatibility. MY old fellowship went completely Mac in the early 90's, but that was replaced with PACS long ago. Recently, I've seen some Mac fanatic docs write papers on a Mac only PACS system, but if you read how it's done, it's all Windows first, then converted, so what's the point. It's been a long time since I taught physical chemistry lab at my university, but I understand that they use Macs now. Physics hasn't changed much since then. As you know, 'you can't change the laws of physics.' But dammit Jim, I'm a doctor not a computer repairman....until after 8 PM when my partners call.
gorath
on Sep 18, 2008
@ mum, what annoys me? It's the crazy folks who (as you've experienced yourself) will argue with you over their platform or the other. Curiously, we seem to have had the same experience, but you can't see it from my view? As for the Windows Vs Walls, Vs Doors thing, how's about we throw in Ceiling as well? or Floors? Windows Vs Walls Vs Doors Vs Floors should make a big fight! As for Nickelgreen and Mike, i was actually surprised at how many macs there were being used in research. Don;t get me wrong, it's a very small amount, but from talking with various professors, it seems a much higher amount than I originally thought. There is also a lot (ok, relatively speaking, some, but see my previous sentence!) of PCs running Darwin being used in research as well - make of that what you will.
Nickelgreen
on Sep 18, 2008
@gorath I'm aware of that, but outside of usa market, macs have not too much appeal in those sectors. USA is a different market for obvious reasons. However, I think that reporting a story like mine, is the real point the ad campaign Windows not Walls is all about. Isn't it?
DRWAM
on Sep 18, 2008
Yep Nick,that's what it should be about.
Dude1313
on Sep 18, 2008
mikegalos@msn.com said: Dude Reading problem? The 95% discussion was about who the ads targeted. It wasn't saying "Windows 95% thus good; Mac 3.5% thus bad", it was saying "95% use Windows thus they're the audience; 3.5% use Macs thus they're pretty much irrelevant" ************** Maybe you might want to look in the mirror I wasn't addressing you.
Dude1313
on Sep 18, 2008
Follow up; You might want to unwind a bit; it was more a general wondering. After reading this blog the last few weeks it has become quite clear that its not just Mac users who are think skinned. Thin-skinned Mac users? Indeed. We now return to our regularly scheduled program.
Mum
on Sep 18, 2008
Waethorn, I use both PC's and Macs for what I do. "Serious question, what do you think Windows based PCs can't do in design and photography that Macs can?" Complete color management across all applications is still shaky even in Vista. At the moment nobody seems to know whether a profiled monitor keeps its settings or loses them from time to time randomly like it did in the early days of Vista, but SP1 apparently didn't fix the problem. That's why the wording is "not quite" - because it just doesn't do it as reliably. That doesn't stop me from using PC's for imaging, of course. "Curiously, we seem to have had the same experience, but you can't see it from my view?" I'm extremely allergic to bashing, especially bashing without knowledge & experience. And that's almost the only kind. I have nothing against someone being a fanatic, unless they're shoving their religion down my throat, or worse, bashing mine when they find out what it is. That's why I used the harsh wording. Sorry.
Lindy
on Sep 18, 2008
@nicklegreen Windows dominates for sure, but Macs are used in places other than homes. http://www.apple.com/science/ @DRWAM http://www.apple.com/science/medicine/medicalimaging/
Dude1313
on Sep 18, 2008
Damn (where is the edit button!) "thin skinned" Anyways roll on the ads , I look forward to seeing what the approach will be in these, to me it looks like this is "Plan B" but we will see.
shark47
on Sep 18, 2008
OK. Done. Just saw the ad.
shark47
on Sep 18, 2008
"OK. Done. Just saw the ad. " Watched. :-)
shark47
on Sep 18, 2008
Long Zheng had something similar to the ad a year ago: http://www.istartedsomething.com/20070714/mac-vs- pcs-creative-commons/
tayme
on Sep 18, 2008
Wow....just wow! I cannot believe the amount of BS being spewed by fans of both sides here today. THEY ARE COMPUTERS, PEOPLE...GET OVER IT!!! THIS REMINDS ME OF WHEN A CERTAIN BONCHY YOUNG MAN ONCE TOLD US ABOUT HIS HONEY. --tayme
chuckb84
on Sep 18, 2008
Nickelgreen " Windows is so largely adopted because IT WORKS" Oh, bullshit. It's adopted because Microsoft licensed it to run on every POS hardware from every vendor. (and this context POS does not mean point of sale). 90% of the sales of "Windows" are for applications that are basically cash registers running some program under Windows. The user never "sees" Windows per se, but it's a "WIndows" computer. The sense in which that "works" is that it doesn't crash to often, BSOD at the Olympics not withstanding. Actually, that use of WIndows is just fine. Lowest common denominator that runs on cheap hardware. Sort of an embedded controller on steroids. Over the years, I've always found that the happiest WIndows users are the ones who spend all day in one or a few apps: Visual Studio, Autocad, Arcview, even Office. Basically, a good Windows app keeps you isolated from Windows. The unhappy users are the ones who actually use it as an OS.
chuckb84
on Sep 18, 2008
And, just one more thing, then I swear I'm done with this: Look here for what Paul really says: http://www.winsupersite.com/showcase/ms_swiftboat.asp And, note well the concluding remarks: "As for the Switcher ads, Microsoft has been notably silent, allowing Apple to control the discussion and let perception become reality. And honestly, why would Microsoft even license Exchange to Apple? Are they crazy? Between this and all the other ActiveSync licensing, they've effectively ceded the smart phone market to their competitors. What's next? A license to run Windows applications on the Mac? It's time for Microsoft to respond to the challenges it faces with leadership and authority. And if you care about the systems you support now, your jobs, and your very livelihood, you might do demand the same from the company. All of us have backed the same horse. And from what I can tell, that horse looks like it's' ready for the proverbial pasture." This is not about truth, justice and the American way of life. It is not about the good guys vs. the bad guys (as if that even makes sense). It is purely and simply about what PAUL MAKES MONEY FROM. As he would say himself: Obvious. SO, think what you want. I admire the passion, although the motivation for defending a wretched company like Microsoft totally escapes me. Just don't think that Paul has any stake in this other than how he earns a living. Any pretense of objectivity, now or at any time was thrown away with that line "And if you care about the systems you support now, your jobs, and your very livelihood, you might do demand the same from the company. All of us have backed the same horse." Apple is only the bad guy in the sense that it threatens Paul's livelihood and that of thousands (at least) of other "IT professionals" who aren't objective. The difference is that most of them make no pretense of objectivity, while Paul does.
mikegalos@msn.com
on Sep 18, 2008
I'm a PC And the first 3 commercials are now online at: http://www.microsoft.com/presspass/windows/videoGallery.aspx
cesjr
on Sep 18, 2008
"Humanity vs. smugness. Which side are you going to choose?" I'll choose the side that's making a better product that works better.
tayme
on Sep 18, 2008
Thanks for the link, Mike...The ads are pretty good...But, I have to say it again...they are just computers... I'm a Mainframe - And I just keep on running and running and running and running and running and running and running and running and running and running and running and running and running and running and running and running and running and running and running and running and running and running and running and running and running and running and running and running and running and running. --tayme
tayme
on Sep 18, 2008
and running --tayme
tayme
on Sep 18, 2008
still running... --tayme
subzerohitman721
on Sep 18, 2008
I think they should have let the Seinfeld ads play out. However, I do like the new ads. They're a nice right cross and kick to the balls of the I'm a Mac ads. This really shuts up and makes people take notice that Windows has powered the Internet Revolution. The Macs were in too insigificant numbers during the Internet revolution and still are compared to the over 1 billion users and counting. John was right that the ads are dangerous. If Microsoft can show to people that Apple has been insulting more than one billion plus computer users, that would become a PR nightmare. If they could turn the Apple ads on their heads, it would kill it. Other than the fact that Vista now has sold 200,000,000 copies of Vista and outsold Leopard 30 to 1. How much of an butt kicking do you need? If this was a boxing match, Windows would be Mohammed Ali, and Apple would be Sonny Liston down on the floor. With all this press, Microsoft is still on top. If they can't beat Microsoft in this anti-Vista environment, then perhaps Apple really needs to start thinking. "Can we ever beat Microsoft?" I think the answer by now is obvious.

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