Apple may have to take the emphasis off its creative image to attract a wider market, according to Apple’s UK director Mark Rogers.

"There is the challenge of how you address the particular need that the customer has, rather than pitch the Mac purely as the creative tool, as I think that scares a lot of people off," explained Rogers. "A lot of people don't want to be creative, or don't think they want to be creative," he added.

Rather than focusing solely on its creative image, Apple needs to address the issues that matter. "People are saying what I need is a machine that doesn’t crash every ten minutes, and doesn’t succumb to thousands of viruses and within a month," he explained.

Find out more about how Apple intends to address this market in the September issue of Macworld, out now.