Reaction on Twitter seems overwhelmingly negative, but I’m not so sure. These spots don’t appeal to me, personally. They’re not cool. But they’re not supposed to be cool, and they’re not targeted at existing Mac users. This is about assuaging the doubts of would-be switchers. If you switch to Mac, we’ll help you. That’s the message.
Update: Not explicitly but implicitly, these are the first TV spots Apple has run for their retail stores, not for products. Daniel Jalkut:
Apple’s store experience is a great competitive advantage, but without ads like these, only existing customers know it.
★ Saturday, 28 July 2012