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Summary:

I was watching the NFL season opener yesterday between Pittsburgh and Tennessee when I got a nice surprise. A new “Get a Mac” ad aired during a commercial break, along with the existing Patrick Warburton “Top of the Line” spot. The new commercial, called “PC Innovation […]

innovation_labI was watching the NFL season opener yesterday between Pittsburgh and Tennessee when I got a nice surprise. A new “Get a Mac” ad aired during a commercial break, along with the existing Patrick Warburton “Top of the Line” spot.

The new commercial, called “PC Innovation Lab,” once again brings John Hodgman and Justin Long back to reprise their iconic roles as PC and Mac. This time around, Apple seems to have shifted focus away from the standard “Fewer bugs, no viruses” line and towards highlighting Apple’s value-add features and services.

The Innovation Lab is designed to come up with technologies that counter some of Mac’s genuine innovations. PC comes up with an “air-cushioned enclosure” to rival Mac’s MagSafe adapter technology, for example. And in response to Apple’s new day-long built-in battery tech on the MacBook Pro line, PC offers an “extremely long cord.” Finally, the last PC innovation turns out to be built-in cupholders.

It’s an amusing ad, and it puts focus on things Mac has to offer besides greater virus resiliency and ease of use, which is a refreshing change for the series. Looked at closely, what claims is it really making about PCs and what kind of features they emphasize, though? Is it true that PC manufacturers ignore basically useful innovations in favor of flashy but ultimately flimsy upgrades of questionable utility?

I couldn’t help but remember my Eee PC 1000HE when watching this commercial. The netbook from Acer was the first non-Apple computer I’ve purchased in many years. And it came with an eight hour battery designed for all-day computing…before the MacBook Pro introduced such things for the Mac.

I realize the point of advertising isn’t to present a balanced perspective, but I have a hard time coming up with a solid example of actual PC models that justify the caricatures in this latest ad. Still, funny, as always, and definitely better than the competition’s latest efforts.

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  1. Yah and your underpowered Asus had nowhere near the computing power of the Mac laptops. Which means it didn’t require as much power to run.

    Not to mention you are comparing Netbooks to Laptops.

    Any other biases you would like to perpetuate? You talk about balanced perspective but yet here you are spitting out a bunch of unbalanced perspectives.

    Good job…

    1. This was my first impression as well. Of course a netbook can pull 8 hours. Honestly, that’s not all that impressive considering the limitations in computing power. What the new MacBook Pro line’s longer-lasting batteries offer is a no-compromise solution, wherein you can have a full-sized, full-powered computer with the battery consumption of a netbook.

      Of course, I can see the point Darrell is trying to make in that the hardware companies in the Windows world aren’t all just sitting on their hands. There is innovation out there that’s coming from computer companies that aren’t Apple. I just think the choice of example was a bad one.

      Now, if the example was the netbook in general, then yes, Asus and others took the bull by the horns with that one and one-upped Apple on a growing market segment. Maybe it’s a fad, maybe it’s not, but regardless, Apple has nothing to offer in this field, and at this point if they decide to jump into it, they’d have to do something pretty special to be the innovator and not the imitator. I’m going to give Apple the benefit of the doubt on this, though, and say that if they do have plans for this segment, they’re going to be pretty darn good.

  2. One word: Lenovo. Unbelievable second screen inside the main screen? Check. Ridiculously large gaming laptops? Check. Built-in subwoofers? Check. And you can go on, and on, and…

    1. Ugly as shit and windows? Check.

    2. … and the most awkward keyboard possible? Check.

    3. ugly ass stickers stuck to the outside of the machine telling you about every god damn component in your netbook/laptop

      check.

  3. I agree with you. My Lenovo is 2 years old and I have been getting 6-8 hours of battery life out of it per charge np. After playing around with a new MacBook Pro i was pleasantly surprised at how it was getting about the same battery life as my Lenovo, but I am baffled at how somehow a battery that lasts “all day” is brand new technology that didn’t exist before. Although the ad does talk about the magnetic power cord which is an Apple innovation I actually find myself missing on my PCs.

  4. Crazee drunk-happy Mac kids trippin` over wires all day …

  5. פרסומת חדשה: חוש ההמצאה המשונה של ה-PC | iSpot – אתר האייפון הישראלי Sunday, September 13, 2009

    [...] פרסומת חדשה: חוש ההמצאה המשונה של ה-PC ‫מאת: מערכת אייספוט ‬| 13 בספטמבר 2009 14:40 | אין תגובות | מתוך תופינים tweetcount_url='http://ispot.co.il/?p=1714';tweetcount_title='פרסומת חדשה: חוש ההמצאה המשונה של ה-PC';tweetcount_cnt=0;tweetcount_src='RT @ispot-IL';tweetcount_via=false; פרסומות של אפל הן תמיד כיף. אלגנטיות, קלילות, מינימליסטיות ומלאות הומור. בפרסומת החדשה שלהם, שעלתה בפתיחת עונת ה-NFL, מוצגים ההבדלים ביכולת ההמצאה של אפל מול שאר החברות. לא משהו שלא הכרנו, אבל יש פה כמה רגעים משעשעים: [The Apple Blog] [...]

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