Apple's New Ads: Very cute, but will they win over "Switchers"?

Peter Burrows

I watched the new ads on Apple's homepage before leaving work last night, and there's no doubt about it: they're funny, smart and are proof that Apple is ready to step out of its corner in a big way to do battle for Switchers in a more direct way. The ads all feature a likeable but hapless nerd playing the role of a "PC" and a far cooler (and less clean shaven) sort playing the role of "Mac". There's six spots in all, five of which emphasize particular comparative advantages of the Mac, such as the Mac's lack of viruses and the PC's lack of the iLife apps (other than iTunes). The sixth spot is a glowing tribute to Wall Street Journal tech columnist Walt Mossberg's glowing tribute to the new iMac.

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