Apple UK general manager Mark Rogers believes innovation and relevant software are crucial in the battle against the softening PC market.
In an interview with Scotland’s Real Radio last Sunday he said: "There has been a lack of innovation in the PC market. Apple has been trying to bring innovation to that market in an attempt to give customers a reason to upgrade. It takes more than faster processors.”
Rogers also believes the relatively slow adoption of broadband technologies in the UK is slowing the market.
Looking at the recent Microsoft settlement, Rogers said: "People are looking for open standards and to integrate new pieces of software and new applications in the most efficient manner they can.
"What we hope to do is to bring the Macintosh into the decision-making of those individuals for it to be their platform of choice. Microsoft is a very important partner to Apple.”
Apple UK is considering whether to launch a TV campaign to encourage people to Switch to Mac. Rogers revealed: "We’re looking at whether that’s the right thing for Apple UK."
Apple UK is also preparing to distribute publicity materials through Dixons and PC World to encourage PC users to upgrade to Mac, Rogers revealed.
Focusing on education, he said: "What’s important is to give pupils an environment that enables them to learn and we think that we’ve got the best platform on which we can deliver the right learning technology".
He added: “The move to Mac OS X is also going well. What's particularly encouraging is the number of new developers coming to the platform and building new applications for Mac.”
Rogers also faced questions concerning the lack of functionality in applications such as .iPhoto and Sherlock 3. iPhoto doesn't support online access to photo printing bureaus in the UK and Europe, while Sherlock 3 offers a tempting collection of information services – though only for US users.
Rogers explained: "The difficulty is the way the UK market is structured with regard to some providers – such as Yellow Pages. They have different payment models than the US and developing relationships with them takes time.
"We are absolutely working on those things."