Apple is pressing home its technology advantages now with the launch of its new 'Get A Mac' ad campaign in the US.
The campaign consists of a new series of television ads, which began airing in primetime viewing slots on US networks last night.
The ads feature two actors who talk about the differences between both Mac and Windows platforms, stressing the many advantages of the Mac.
There's six new ads, which Apple has made available to view online in small, medium, large and HD formats. Topics are entitled: 'Restarting'; 'Better'(why Macs are better); 'iLife'; 'Network'; and 'WSJ', which refers to Wall Street Journal technology editor Walt Mossberg's recent glowing reviews of Macs.
Apple stresses Mac virus advantage
Apple has also broken its silence on the inherent advantage Macs have when it comes to viruses: "Connecting a PC to the internet using factory settings is like leaving your front door wide open with your valuables out on the coffee table," Apple says.
"A Mac, on the other hand, shuts and locks the door, hides the key, and stores your valuables in a safe with a combination known only to you. You have to buy, configure, and maintain such basic protection on a PC," the company explains.
To support its new campaign, Apple has published a 14-point list of reasons 'Why you'll love a Mac' along with the seven leading Mac myths that stop people moving to the platform.
"It just works"
"Your toaster doesn't crash. Your kitchen sink doesn't crash. Why should your computer? Think of the countless hours you would save if your PC worked on your time - not the other way around. Then think about a Mac," Apple urges on its campaign website.
Apple explains that if a Windows user knows their way around iTunes, then they have the basic knowledge they need to use a Mac. Macs "aren't slow", they run Office and work with many existing peripherals and, best of all, will even run Windows, thanks to Boot Camp, Apple says.
Putting the Boot (Camp) in
The move closely follows Apple's revelation last month that around 50 per cent of customers buying a Mac at a high street Apple store are new to the platform.
It also follows recent reports on Boot Camp, which many industry observers regard as potentially making the platform far more attractive to Windows users.
There's everything to play for now. Early reviews of Microsoft's much-delayed Vista operating system have been lukewarm, and the OS itself won't ship until next year, leaving PC hardware manufacturers to face another year of slow sales, with customers seeing no compelling reason to upgrade.
Apple's advanced OS offers many of the features Microsoft promises Vista may feature, but has the added advantage of already proving its worth on end users' computer desktops.
Desktop real estate grab
Before Apple revealed the beta form of its dual-boot (Mac and Windows) Boot Camp software, Needham & Co analyst Charles Wolf predicted that Apple could grab up to 9 per cent marketshare (doubling its unit sales) just by removing the few remaining reasons not to migrate to the platform.
He wrote: "The magnitude of possible Windows defectors suggests that Apple should go all out to remove the few remaining hurdles to running Windows apps on a Mac."
In an attempt to quantify how Apple could benefit from a new wave of Windows switchers, the analyst ran an online survey of 255 US students.
"Two important statistics emerged when the Mac could run Windows apps," Wolf wrote. "First, the mean likelihood of purchasing a Mac rose dramatically - from 24.7 per cent to 44 per cent. Second, the percentage of Windows users who would definitely buy a Mac rose from 1.8 per cent to 13.5 per cent."