The basic concept in Apples long-running Get a Mac TV campaign is that the characters portrayed by John Hodgman and Justin Long are personified computers. Its right there in the opening lines of every ad in the series: Hello, Im a Mac. And Im a PC. Hodgman is not Windows; Long is not Mac OS X. They are not representative or average PC/Mac users. They are computers.
Theyre not dressed as computers, theyre dressed as people. Its postmodernism taken to a very silly and profoundly unserious commercial end.
But the concept reflects the actual business that Apple is in. Apple does not sell operating systems. They sell computers. Microsoft does not sell computers; they sell operating systems. (Apples boxed $129 versions of Mac OS X are just upgrades; they only work on computers that Apple has already sold.) Apple and Microsoft are undeniably engaged in one of the longest running and most interesting rivalries in business history, but it is very odd in that it is an orthogonal rivalry. Apples direct competition isnt Microsoft but instead PC makers who sell computers running Windows.
This is not a minor semantic point. There is no argument that the single most distinguishing difference between a Mac and a PC is the OS. The genius in the conceit of Apples ads is that they acknowledge this without making Windows the target. They do so by diminishing Windows. Windows is just one element of what it is that makes PC (the character) who he is. The ads are neutral, sometimes even deferential, towards Microsoft. Several of the spots have emphasized how Microsoft Office works just great on a Mac. In at least one of the ads, Longs Mac character even makes it a point that he can run Windows just as well as PC can, via Boot Camp.
The framing of Apples ads is not about either/or. Not Mac or Windows, a choice between two rival products, like Democrat/Rebuplican, Chevy/Ford, Coke/Pepsi. The framing instead is special vs. regular. Not Coke vs. Pepsi but Coke vs. soda.
Windows is not the Macs rival or competitor. It is the omnipresent homogenizer that weighs PC down.
It doesnt matter whether that is actually true. The point is that this is the rule Apple has reduced Windows to in this advertising campaign. Windows is regular. The default. The norm. Mac OS X and the software that runs on it is special. It is something that the Mac can never lose and which the PC can never have.
And so what makes Microsofts new Im a PC commercials so jaw-droppingly bad is that theyre not countering Apples message, but instead theyre reinforcing it. That the spots themselves jump between dozens of different people who are PCs, that the spots make a point of emphasizing that there are a billion Windows-running PCs worldwide, this only emphasizes that PC is not a brand name but a generic.
These ads emphasize the same message as Apples: that the Mac is the one and only brand-name computer in the world.