"Mac Does That": New Apple campaign to attract Windows users
After the well-known "Switch" and "Get a Mac" advertisements, Apple is trying to attract PC users with special Mac functions. The iPhone also plays a role.
"Mac does that" campaign: advertising for PC users.
(Image: Screenshot Apple.com)
Apple has launched a new switcher campaign for the Mac with several video ads. Under the name "Mac Does That" (somewhat clumsy German translation: "Yes, the Mac does that"), the company wants to attract more Windows users to the macOS camp. The iPhone, which is also becoming increasingly popular among PC users, is also being used. The plan is similar to previous switch campaigns such as "Switch" or "Get a Mac", which Apple implemented decades ago.
Advertising and campaign page
Most recently, two "Mac Does That" commercials were added, promoting the mirrorless nanotexture display on the MacBook Pro and the battery life on Apple notebooks. However, you pay an extra charge of around 170 euros for the nanotexture, while the up to 24 hours of battery life advertised in the Apple ad is more the exception (because it is only used for video streaming) than the rule. The new campaign also explains how comparatively easy it is to switch from Windows to Mac.
Videos by heise
There are several short clips on this. One shows how the migration assistant works, for example, while another shows which (PC) apps are also available for macOS. It is also advertised that the Mac is "as easy to learn as my iPhone", that Apple Intelligence is available on the Mac and how the Mac works together with the iPhone. Parts of the campaign are also available in German, although the videos are still missing and Apple Intelligence is not mentioned, although it has now been translated.
Macs did well recently
Apple has recently been able to boost its Mac business again. According to Counterpoint Research, Apple managed to overtake the overall market in the computer sector – with growth of around 10 percent. This was helped by a (comparatively) affordable entry-level MacBook Air M4 model with an improved interior and the very popular Mac mini M4 compact computer.
Apple's global market share is now at 10 percent, putting it in fourth place, with Lenovo leading the way (25 percent), followed by HP (21 percent) and Dell (16 percent). Asus is behind Apple with a market share of 6 percent. Mac sales have grown by 17 percent. It is unclear how much of this is due to "panic buying" ahead of the new tariffs imposed by the US government.
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