Apple is missing no chances to press home the sophistication of Mac OS X 10.4 "Tiger", with a two-page OS ad inside Time Magazine.
The ad features the familiar "X" that Apple uses as part of its operating system's packaging, and carries a selection of pro-Tiger quotes on the right hand page.
These quotes feature some of the highlights of recent reviews of the system, including Wall Street Journal technology correspondent Walt Mossberg's assertion that Tiger, "leaves Windows XP in the dust".
It also features a Computerworld pronouncement, which said: "Want to see what the future of personal computing looks like? Don't wait for Microsoft to show you; go out and get yourself a copy of Apple's latest operating system release, OS X Tiger. It's that good."