Apple quietly launched “Mac Does That” campaign for businesses
Italic and green fluo colors: what were they thinking about
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We’re not sure when exactlyApplelaunched its new business-oriented campaign called “Mac Does that” but they did it in super stealth, quasi secretive mode with a handful of B2B partners and with some very uncharacteristic design choices.
GoogleCache shows that themain landing pagewent live about four weeks ago but it looks that it went liveat leasta fewmonths ago.
The slogan “Mac does that” is reminiscent of the adverts one could find in paper magazines at the turn of the century, and the campaign was handled by Center, a brand and design company based in Brooklyn, New York (via Forrest Huu Ta).
B2B, the next growth market
“Easy, Powerful, Amazing” reads the copy, but we can’t help but notice what many might consider to be a major faux-pas: the use of italics and fluorescent green to highlight the Mac-attitude.
Of interest is the fact that the campaign features the more expensiveMacBook Prodespite the fact that theiMac,Mac Pro,MacBook Air,Mac Studioand theMac Miniare also “Macs”.
Features that make the MacBook attractive to consumers were also mentioned: the seamless link to theiPhone, the fact that so many apps run natively on the OS, the massive, unrivaled 22-hour battery life, its cloud-native ability and the unique Apple silicon that powers almost every Apple produces.
Where it got more interesting was the inclusion of other enterprise stats: 84% of what Apple considers to be the world’s top innovators deploy Mac at scale in their businesses, the Mac is apparently 3x less expensive to support than Windows thanks to fewer tickets as well.
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Close Apple partners (Connection and CDW in the US and Canada) have just started seeding videos onYouTubethat highlight one particular feature of the OS (e.g. ease of management, multitasking etc).
Macs have been used asworkstationsandbusiness PCsfor decades, but as Apple has grown, so has its ambitions in B2B.
Apple has been looking to expand its footprint outside of its traditional audience of consumers and creative professionals. The dominance of the brand in the smartphone industry in the US has slowly allowed it to capture new growth opportunities.
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In fact, Apple is the only PC vendor that has seen growth over consecutive quarters in a global market that has been savaged by the pandemic, disruptions to supply chains worldwide and the cost-of-living crisis, exacerbated by the Russo-Ukrainian war.
In November 2022, just before Black Friday 2022, it gave a rare discount to small and medium businesses looking to buy multiple MacBook laptops (up to 10% off the 14-inch and 16-inch models) in a bid to increase sales ahead of the holiday season.
Désiré has been musing and writing about technology during a career spanning four decades. He dabbled inwebsite buildersandweb hostingwhen DHTML and frames were in vogue and started narrating about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium.
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