A good read at Salon about less-obvious aspects of the Mac Mini strategy, or more accurately, why the whole Switch campaign didn’t work. About the differences between Mac people and PC people:
Mac people love their computers on a personal, emotional level. Windows people, on the other hand, prefer to think of their machines as office tools, gadgets no more special than the stapler. Windows users don’t expect much in the way of quality, beauty or elegance from their machines; if they did, they’d be Mac people.
You do your taxes on your PC. You pay homage to John Coltrane on your iPod.
People don’t want to reorient their lifestyles to switch – they want low-impact, they fear imaginary pain from giving it all up to start over again. So if the iPod hasn’t been a “gateway drug” leading to an anticipated “halo effect” that would cause PC users to switch in droves, the Mini represents another sort of lure: Let the Mac be a secondary computer in the house – one they can use alongside the PC just for music and photos.
Also: There are currently about 100,000 known forms of “malware” — spyware and its ilk — aimed at Windows. Is there anyone left who hasn’t met a Windows user who’s been caught in the locust storm?
Some people calling Symantec looking for answers to their spyware and virus problems are just beyond help, Weafer says. “They’ve tried many different things and it doesn’t help. They’ll end up reinstalling or cleaning it out or buying a new one — a lot of this stuff is just so deeply embedded, it becomes more and more difficult to get rid of the gunk, the sludge at the bottom of your machine.” … Compared to Windows, the Mac is a Fort Knox of security.
The piece isn’t so much a Windows bash-fest as an overview of incongruent computing cultures and the paradox of Apple’s tiny marketshare in light of the consistently high praise its products receive. Nothing earth-shattering, but interesting.
For a dose of old-time religion, video footage (mirrors) of Jobs’ original 1984 unveiling of the Macintosh has recently been restored and digitized — amazing to see how lo-tech by today’s standards the hi-tech of the day was, and how much excitement it generated. Would love to have been in that room.