syrianos
Sep 19, 05:17 PM
CONFIRMED
if u use raid, u'll need to have a single disk with osx to boot from to be able to install the EFI firmware update!!
the progression bar just appeared and i get the ok symbol after reboot, next is the smc update and then switching back to my fast raid :D
shame though u need to go through all this hastle, really...
if u use raid, u'll need to have a single disk with osx to boot from to be able to install the EFI firmware update!!
the progression bar just appeared and i get the ok symbol after reboot, next is the smc update and then switching back to my fast raid :D
shame though u need to go through all this hastle, really...
WiiDSmoker
Apr 5, 11:46 AM
You would have to be an absolute Apple-hater to go to Best Buy, play with both the iPad 2 and the Xoom (both currently on display for play) and come away thinking the Xoom was a better product. Go compare them yourselves side-by-side (well, they are about 15 feet apart at my Best Buy) and decide for yourself. For me, the iPad is still the clear leader in both fit & finish, screen (off-angle viewing) and simplicity-user friendliness of OS. And the Apps availability really seals the deal if you want to consider what you will actually do with the hardware once you get it home.
Don't be so ignorant.
Don't be so ignorant.
oliversl
Mar 28, 09:04 AM
ok, that confirm no iOS5 in June. The iPhone 5 is re-scheduled for september? Could it be?
LethalWolfe
Sep 17, 02:57 AM
Ask her if you can mount your drive on her desktop.
Lethal
Lethal
more...
txr0ckabilly
May 2, 01:30 PM
...too bad it doesnt work for Bob :(
Image (http://obamapacman.com/wp-content/uploads/2010/01/Bob-Mansfield-Senior-Vice-President-Hardware-Apple-iPad-mac-tablet-video.jpg)
imagine Hawaiian print
Image (http://obamapacman.com/wp-content/uploads/2010/01/Bob-Mansfield-Senior-Vice-President-Hardware-Apple-iPad-mac-tablet-video.jpg)
imagine Hawaiian print
Rodimus Prime
Apr 8, 05:08 PM
Before that we have the debt ceiling limit vote. If they don't vote to raise it, I shudder to think what will happen on the stock market.
ooo did not remember that one. safe to say that will will hit that limit this time as it will be yet another pissing match for the Tea Partiers.
Sad that GOP leadership is not willing to tell them to go pound sand on some issues.
ooo did not remember that one. safe to say that will will hit that limit this time as it will be yet another pissing match for the Tea Partiers.
Sad that GOP leadership is not willing to tell them to go pound sand on some issues.
more...
newfoundglory
Feb 18, 06:05 PM
Steve does look skinny, yes, but more skinny when compared to his most recent keynotes? Probably not, but quite hard to tell really.
I was watching the 2006 WWDC keynote the other day and thats scary - steve looks completely different and a lot younger. He has lost a lot of weight over the last few years.
I was watching the 2006 WWDC keynote the other day and thats scary - steve looks completely different and a lot younger. He has lost a lot of weight over the last few years.
simulacra
Dec 21, 02:24 PM
RFID is insecure. The british RFID passports have been cracked within less than 48 hours, the German test ones in less than a day. I wouldn't trust RFID for any important and sensible information like payment services. It's fine for stuff like tracking packages or my skiing card - but that's it.
And why is it insecure that a passport encryption has been cracked?
Every passport has it's unique number and personal details, so even if a forgerer created a new passport to sell to some guy with shifty eyes the passport number returned when read would reveal the passport as false.
I really cant understand the fright towards new technologies, yes sure, all in all, we are headed towards a future where tracking ppl becomes easy, but we've been down that road since we got social security id/personal numbers at birth.
In the case with a RFID NFC reader in the iphone, your personal integrity has not been compromised beyond any extent compared to what it was before.
This tech makes life easier and is not endangering our personal integrity anymore than it already is.
And why is it insecure that a passport encryption has been cracked?
Every passport has it's unique number and personal details, so even if a forgerer created a new passport to sell to some guy with shifty eyes the passport number returned when read would reveal the passport as false.
I really cant understand the fright towards new technologies, yes sure, all in all, we are headed towards a future where tracking ppl becomes easy, but we've been down that road since we got social security id/personal numbers at birth.
In the case with a RFID NFC reader in the iphone, your personal integrity has not been compromised beyond any extent compared to what it was before.
This tech makes life easier and is not endangering our personal integrity anymore than it already is.
more...
DeSnousa
Apr 24, 04:11 AM
Great to see so many joining the team :D
batchtaster
Apr 5, 11:48 AM
That must mean I'm not normal. :D
If you're here, then probably not. These forums are filled with boring arguments discussions about pedantic little details that normal people usually don't give a crap about.
Penny is normal. Leonard and Sheldon are not, even if you can relate to them better (hopefully Leonard more than Sheldon).
Hasn't Apple always been known for producing systems usable by the Everyman? Whereas the ubermenschen were off using UNIX systems at first, followed by Linux, Apple computers have always appealed to those who wanted to pick up a computer and start working, without technology getting in the way, at least since the Macintosh...
Yes, but Apple's adoption of UNIX and open-source in Mac OS X via NeXT attracted the �bermenschen in a manner not seen during the years before. And with its increasing maturity and acceptance, Mac OS X - and subsequently iOS - has continued to attract them and the illusion that those �ber-geeky nickpicky details were the most important thing in the world.
Products - and not just Apple's but any technology - could be powered by hugs, rainbows and unicorn kisses running on a half-core processor and the normal person wouldn't care, as long as it's easy and enjoyable to use, and lets them do what they want to do without having to think about how or why it works the way it does. They don't care about the nuances of the definition of "Retina Display" or debate the conspiracies behind charging $0.99 for FaceTime (they'll either buy it or they won't). A computer is a toaster. They want to put bread in and get toast out.
It used to be that every computer was a box with a monitor attached. When iMac came out, people said "well it's all very nice, but my needs are special and I could never use an iMac. I still need a fully-loaded five-figure tower." Similarly, laptops were underpowered and people still used a desktop to get the "real work" done. iMac is now well and above its original base-model station, and the specs of laptops now make them desktop replacements, with laptop growth carving a big slice out of the desktop market. Likewise, while iPad and even iPad 2 are possibly not going to be all anyone will ever need, iPad 3, iPad 4 and so on will close the gap. But like iMac was back in the day, iPad is the right direction for the new segment - an appliance - and will evolve and mature.
If you're here, then probably not. These forums are filled with boring arguments discussions about pedantic little details that normal people usually don't give a crap about.
Penny is normal. Leonard and Sheldon are not, even if you can relate to them better (hopefully Leonard more than Sheldon).
Hasn't Apple always been known for producing systems usable by the Everyman? Whereas the ubermenschen were off using UNIX systems at first, followed by Linux, Apple computers have always appealed to those who wanted to pick up a computer and start working, without technology getting in the way, at least since the Macintosh...
Yes, but Apple's adoption of UNIX and open-source in Mac OS X via NeXT attracted the �bermenschen in a manner not seen during the years before. And with its increasing maturity and acceptance, Mac OS X - and subsequently iOS - has continued to attract them and the illusion that those �ber-geeky nickpicky details were the most important thing in the world.
Products - and not just Apple's but any technology - could be powered by hugs, rainbows and unicorn kisses running on a half-core processor and the normal person wouldn't care, as long as it's easy and enjoyable to use, and lets them do what they want to do without having to think about how or why it works the way it does. They don't care about the nuances of the definition of "Retina Display" or debate the conspiracies behind charging $0.99 for FaceTime (they'll either buy it or they won't). A computer is a toaster. They want to put bread in and get toast out.
It used to be that every computer was a box with a monitor attached. When iMac came out, people said "well it's all very nice, but my needs are special and I could never use an iMac. I still need a fully-loaded five-figure tower." Similarly, laptops were underpowered and people still used a desktop to get the "real work" done. iMac is now well and above its original base-model station, and the specs of laptops now make them desktop replacements, with laptop growth carving a big slice out of the desktop market. Likewise, while iPad and even iPad 2 are possibly not going to be all anyone will ever need, iPad 3, iPad 4 and so on will close the gap. But like iMac was back in the day, iPad is the right direction for the new segment - an appliance - and will evolve and mature.
more...
Hellhammer
Apr 21, 09:26 AM
even the normal ones cant match up to the 320m esp in windows so i wonder how a 6EU underclocked/volted HD3000 would be able to catch up:mad:
All mobile CPUs have Intel HD 3000 which has 12 EUs.
All mobile CPUs have Intel HD 3000 which has 12 EUs.
ArchaicRevival
Apr 21, 02:04 PM
Regardless, some people are still gonna complain of some unimportant missing feature.
more...
Mactagonist
Mar 26, 04:31 PM
Judging by the body language I'd venture to guess whatever it was they were talking about Jobs had the upper hand.
Yeah, Schmidt has open and receptive body language in one pic. But in the one with his legs crossed he looks like he is not happy with what he is hearing.
I though steve drove a SLR like a true baller? What is this SL55 crap, what is he a dentist? :cool:
Yeah, Schmidt has open and receptive body language in one pic. But in the one with his legs crossed he looks like he is not happy with what he is hearing.
I though steve drove a SLR like a true baller? What is this SL55 crap, what is he a dentist? :cool:
oscillatewildly
Apr 4, 03:56 PM
...
If taxation is designed to ween us from foreign oil and clean-up the atmosphere, then a gas tax is perfect. Otherwise, it needs to be based on miles driven somehow (perhaps along with a weight multiplier).
Hi mstrze,
The system in the UK was altered as a gesture to reducing total carbon dioxide emission. Being the UK it took the car route - big car, must be rich, easy target - rather than loading the fuel price - more votes to be lost making high use small car owners pay their fair share.:rolleyes:
Much of the damage here seems to be caused by cable and utility companies, and the weather. Tax the companies plus strict completion time and quality requirements? A lot of bad patch jobs injuring motorcyclists and cyclists, even before they become potholes.
Highway miles? The old chestnut is tolls.
Cheers,
OW
If taxation is designed to ween us from foreign oil and clean-up the atmosphere, then a gas tax is perfect. Otherwise, it needs to be based on miles driven somehow (perhaps along with a weight multiplier).
Hi mstrze,
The system in the UK was altered as a gesture to reducing total carbon dioxide emission. Being the UK it took the car route - big car, must be rich, easy target - rather than loading the fuel price - more votes to be lost making high use small car owners pay their fair share.:rolleyes:
Much of the damage here seems to be caused by cable and utility companies, and the weather. Tax the companies plus strict completion time and quality requirements? A lot of bad patch jobs injuring motorcyclists and cyclists, even before they become potholes.
Highway miles? The old chestnut is tolls.
Cheers,
OW
more...
phineas
Apr 6, 01:19 PM
Might as well spend some of that bloated budget on something good.
Ever served in the Military?
Ever served in the Military?
bretm
Apr 16, 03:03 PM
I can't say I am a fan of Adobe Flash as I am a big supporter of an open web, but I must say that if cross-compiled apps are inferior then the customers in the app store will certainly vote with their dollars to favor the natively written apps.
However, I can see Apple putting this new restriction in their license agreement so as to protect themselves in case the Adobe folks find some way to sneak things onto the iPhone via their cross-compiling tools. Apple is protecting their turf, but by error on the side of caution they set themselves up for bad PR even if they intend to be more lax in acting on those restrictions.
Here is another example of that occurring.... certainly Apple is choosing to reserve the right to bend the rules where they see fit. But without the strict wording in the developer agreement they really wouldn't have a leg to stand on. They are doing the same with pornography by revoking/rejecting all those junk porn apps that polluted the app store while still allowing the "main stream" stuff from established publishers.
On one hand, its Apple's store and if they don't want to pollute their shelves with garbage then I applaud them. However, somebody is going to cry foul since there is not another legitimate store for iPhone apps, and I wonder if this will eventually blow-up as some sort of new anti-trust thing.
Here's what I think the cross-compiler issue is. Adobe had the same sort of problem before they bought flash, with their app that made flash files. It was called LiveMotion and it was great. The problem with that app though, was that Macromedia controlled flash, and adobe could only reverse engineer it after the latest version had been released. So, the features of Flash 7 couldn't be realized by the Adobe LiveMotion app until waaaay after the release of Flash 7. Usually near Flash 8, etc. Adobe was essentially always a version behind. Not such a big deal with apps made for desktops and laptops. But if Apple wants to control the experience and have all it's apps updated very quickly for new OS updates, they'd have to reveal all the new features to Adobe way beforehand so that all the people making apps via Adobe's compilier could update them quickly. And of course Apple would be reliant on those developers actually desiring to pay Adobe for an upgrade to flash, which usually only comes out every year and a half or so. Much slower than updates to iPhone and it's OS. So instead, if all the developers are using Apple's tools, Apple can simply slide them a free SDK update and have them recompile. Since updating apps is so simple this way, Apple can easily require that the developers recompile in a certain time frame. Pretty hard to do for the developers that would be going through Flash, and if Adobe didn't update their tools, then the devs couldn't update, and you've got a mess and the only people losing would be the iPhone users, and then of course Apple.
Not saying it's right or wrong. Just saying that's where Apple's coming from. I really don't think they are trying to piss off Adobe in particular. Why should they be angry at Adobe anyway? They're the ones that didn't allow flash. Adobe should be angry at Apple.
However, I can see Apple putting this new restriction in their license agreement so as to protect themselves in case the Adobe folks find some way to sneak things onto the iPhone via their cross-compiling tools. Apple is protecting their turf, but by error on the side of caution they set themselves up for bad PR even if they intend to be more lax in acting on those restrictions.
Here is another example of that occurring.... certainly Apple is choosing to reserve the right to bend the rules where they see fit. But without the strict wording in the developer agreement they really wouldn't have a leg to stand on. They are doing the same with pornography by revoking/rejecting all those junk porn apps that polluted the app store while still allowing the "main stream" stuff from established publishers.
On one hand, its Apple's store and if they don't want to pollute their shelves with garbage then I applaud them. However, somebody is going to cry foul since there is not another legitimate store for iPhone apps, and I wonder if this will eventually blow-up as some sort of new anti-trust thing.
Here's what I think the cross-compiler issue is. Adobe had the same sort of problem before they bought flash, with their app that made flash files. It was called LiveMotion and it was great. The problem with that app though, was that Macromedia controlled flash, and adobe could only reverse engineer it after the latest version had been released. So, the features of Flash 7 couldn't be realized by the Adobe LiveMotion app until waaaay after the release of Flash 7. Usually near Flash 8, etc. Adobe was essentially always a version behind. Not such a big deal with apps made for desktops and laptops. But if Apple wants to control the experience and have all it's apps updated very quickly for new OS updates, they'd have to reveal all the new features to Adobe way beforehand so that all the people making apps via Adobe's compilier could update them quickly. And of course Apple would be reliant on those developers actually desiring to pay Adobe for an upgrade to flash, which usually only comes out every year and a half or so. Much slower than updates to iPhone and it's OS. So instead, if all the developers are using Apple's tools, Apple can simply slide them a free SDK update and have them recompile. Since updating apps is so simple this way, Apple can easily require that the developers recompile in a certain time frame. Pretty hard to do for the developers that would be going through Flash, and if Adobe didn't update their tools, then the devs couldn't update, and you've got a mess and the only people losing would be the iPhone users, and then of course Apple.
Not saying it's right or wrong. Just saying that's where Apple's coming from. I really don't think they are trying to piss off Adobe in particular. Why should they be angry at Adobe anyway? They're the ones that didn't allow flash. Adobe should be angry at Apple.
more...
Macky-Mac
Apr 12, 08:12 PM
If people are less likely to use a cashier who is an ethnic minority (which I dispute, but anyway), would that make them less productive and less valuable for their employer?
So, if it is thought that an ethnic minority would actually do a job worse, because of other people's discrimination, then ethnicity technically would make a difference to their ability to do a job.
Would this be grounds for not employing them?
no, that would be discrimination against them because of their race/ethnicity.....the fact that other people also might contribute additional discrimination doesn't negate or justify the employer's racial discrimination
So, if it is thought that an ethnic minority would actually do a job worse, because of other people's discrimination, then ethnicity technically would make a difference to their ability to do a job.
Would this be grounds for not employing them?
no, that would be discrimination against them because of their race/ethnicity.....the fact that other people also might contribute additional discrimination doesn't negate or justify the employer's racial discrimination
Eraserhead
Mar 26, 12:40 PM
Why not just have high fuel taxes ala Europe?
CalfCanuck
Sep 25, 11:36 AM
Well, without looking at 1.5 itself I'm pretty pleased. Seems many of the things the serious users were asking for (esp on Apple's Aperture Discussion forum) are there.
I REALLY hope / expect that Apple improved the keyword DB code - since they now have the offline option, this all had to be rewritten. I'm expecting this to be the MAJOR improvement in Ap 1.5 in terms of usability and speed, and might be the reason that they dropped the supported specs to includer all Mac Intel boxes.
On a related note, I'm VERY happy to see improved keywording and searching, esp the "no" keyword search option. Though a minor thing (compared to offline support), this always drives me nuts in the current version:
Add, maintain, and update keywords more easily using improved keyword management options � even lock the Keyword HUD to prevent inadvertent changes...
Quickly find all images with �any� keyword assigned or with �no� keyword assigned when searching by IPTC info using the Query HUD...
Search for images by file status � i.e., �offline,� �online,� or �referenced� � using a new Query option...
Correct spelling, revise wording, or completely delete metadata/keyword entries using the new Autofill Editor.
Finally, iPod integration an interesting new feature that we won't fully appreciate for a while - I wonder why the iTunes store video downloads were upgraded in size recently but no current iPod can take advantage of this new format. I still speculate that we'll see a new larger format Video iPod that can do double duty for us photographers. I'd love to see the ability to Stack and apply exisiting keywording to RAW images int the field via an Ipod:
Sync to iPod: Take your photos with you by using iTunes to sync your entire Aperture library � or just selected albums or Smart Albums � to iPod.
I REALLY hope / expect that Apple improved the keyword DB code - since they now have the offline option, this all had to be rewritten. I'm expecting this to be the MAJOR improvement in Ap 1.5 in terms of usability and speed, and might be the reason that they dropped the supported specs to includer all Mac Intel boxes.
On a related note, I'm VERY happy to see improved keywording and searching, esp the "no" keyword search option. Though a minor thing (compared to offline support), this always drives me nuts in the current version:
Add, maintain, and update keywords more easily using improved keyword management options � even lock the Keyword HUD to prevent inadvertent changes...
Quickly find all images with �any� keyword assigned or with �no� keyword assigned when searching by IPTC info using the Query HUD...
Search for images by file status � i.e., �offline,� �online,� or �referenced� � using a new Query option...
Correct spelling, revise wording, or completely delete metadata/keyword entries using the new Autofill Editor.
Finally, iPod integration an interesting new feature that we won't fully appreciate for a while - I wonder why the iTunes store video downloads were upgraded in size recently but no current iPod can take advantage of this new format. I still speculate that we'll see a new larger format Video iPod that can do double duty for us photographers. I'd love to see the ability to Stack and apply exisiting keywording to RAW images int the field via an Ipod:
Sync to iPod: Take your photos with you by using iTunes to sync your entire Aperture library � or just selected albums or Smart Albums � to iPod.
SevenInchScrew
Jun 22, 01:39 AM
Oh dude, I CAN use a USB HDD? That's frackin' awesome. I have two portable ones sitting here doing nothing. Once I finish this first level of Halo, I'll have to try setting it up.
Yep. The Xbox will format the drive and let you use it for extra storage. The only problem is, no matter what the size of the drive, it will only let you use up to 16GB for storage. But yes, if you have a USB drive just sitting around gathering dust, might as well put it to use.
http://support.microsoft.com/kb/981974
Yep. The Xbox will format the drive and let you use it for extra storage. The only problem is, no matter what the size of the drive, it will only let you use up to 16GB for storage. But yes, if you have a USB drive just sitting around gathering dust, might as well put it to use.
http://support.microsoft.com/kb/981974
rickdollar
Jun 18, 01:48 PM
Can the Mac mini boot from one of these cards? That would be insanely great.
I know the MBP's can boot from the SD card.
I know the MBP's can boot from the SD card.
powerofmac
Aug 19, 10:13 AM
After numerous accusations from all over the world of Facebook violating private privacy rights they now do this...
Yep, I really thing that Facebook is going to go down with all this crap they are doing.
Microsoft's rep = crashing and copying Mac
Facebook's rep = lack of privacy and opt out NOT opt in
Yep, I really thing that Facebook is going to go down with all this crap they are doing.
Microsoft's rep = crashing and copying Mac
Facebook's rep = lack of privacy and opt out NOT opt in
iSee
Sep 26, 09:21 AM
There are two things going on here, that are very different:
Apple cannot own the word "pod." Sorry guys, you built your brand on a regular 'ol common word. Apple derived a benefit from using an existing word as part of their product name and they can't just turn that around and take the whole damn word for themselves. They could have called it the "iKerbock" you know, and they'd now own "kerbock." But then, they wouldn't have sold as many iKerbocks as iPods, I'd bet.
However, iPod is Apple's word and they should clearly be able to stop people from using it, especially in an mp3 playing context.
podcast - public domain word
iPodcast - infriges on Apple's trademark.
To put it another way: If Apple can decide to own the word pod, what other words can be owned?
Apple cannot own the word "pod." Sorry guys, you built your brand on a regular 'ol common word. Apple derived a benefit from using an existing word as part of their product name and they can't just turn that around and take the whole damn word for themselves. They could have called it the "iKerbock" you know, and they'd now own "kerbock." But then, they wouldn't have sold as many iKerbocks as iPods, I'd bet.
However, iPod is Apple's word and they should clearly be able to stop people from using it, especially in an mp3 playing context.
podcast - public domain word
iPodcast - infriges on Apple's trademark.
To put it another way: If Apple can decide to own the word pod, what other words can be owned?
peharri
Aug 14, 01:22 PM
...if you're selling soap.
If you're selling computer platforms though, it's a major mistake. The days of the Amiga may be long behind us, but people do still feel strongly about their choice of computer, they do become personally attached to what they got, and this isn't like the car industry where there are so many manufacturers you can do a little spoofing of your competitors without anyone feeling it's directed at them.
Car analogies are old hat so if you'll forgive me, I'll use a sports analogy instead. I don't really know sports, except to know that fans of teams tend to be just as irrational as fans of computer platforms. By which I mean the entire spectrum of fandom tends to be represented. But everyone does, in the end, whether it's a team or a computer platform, end up opinionated and either loving or hating it.
Imagine the following. You're Apple's ad agency, and you've been hired by the Reds, the local sports team. A few miles away is the home of the Blues, and in your town, the Reds make up the team affiliation of about 80% of the population, with the Blues making up the other 20%. There's a degree of rivalry between the teams.
The Reds want more people coming to their stadiums. They need increased revenue ticket sales. The only people to attract now are the Blues. The Blues obviously like your sport, otherwise they wouldn't have chosen a team in the first place, but they're not willing to consider, as yet, seeing Red team games. How do you attract Blue supporters?
If you're Apple's ad agency, your ad goes something like:
Blue: "I'm a blue player"
Red: "And I'm a red player"
Blue: "Duh. I can kick this ball, duh, look" (*kicks at ball several times, finally actually hitting it the 7th time*)
Red: *smugly bounces a ball on knee* "Red scored the highest last season, and we're consistantly the best team"
Blue: "Hey! Hey, watch this" *attempts to balance ball on nose, ball consistantly rolling off and away. Blue chases after ball*
Red: *Kicks ball up, bounces on knee, headbutts it, and catches it with one hand behind him* "We have some really skilled players"
(Ad continues ad-nausium. By which I mean it's an ad that makes you nauseous.)
Now, another approach might be to run an ad that consists of a bunch of shots from your stadium. You show some pretty good playing, stuff people will find impressive and will have wished they saw. You show the Reds most often, but, hey, there are two teams in every game. In other words, instead of taking sides based upon the team, you show people that if they come to your stadium, they're going to have a good time. They're going to see some impressive playmanship. Even if it's not their team, there's reason for them to want to go and see the next game.
Which type of ad would sway you? Which type of ad would get you to go to a stadium owned by your team's rival?
The current "I'm a Mac" series doesn't work because it appeals to fanboism, but in doing so, it also ends up being fanboism's victim. It doesn't appeal to PC owners, it just cements existing Mac user's sense of superiority. Except me. I cringe every time I see them.
If you're selling computer platforms though, it's a major mistake. The days of the Amiga may be long behind us, but people do still feel strongly about their choice of computer, they do become personally attached to what they got, and this isn't like the car industry where there are so many manufacturers you can do a little spoofing of your competitors without anyone feeling it's directed at them.
Car analogies are old hat so if you'll forgive me, I'll use a sports analogy instead. I don't really know sports, except to know that fans of teams tend to be just as irrational as fans of computer platforms. By which I mean the entire spectrum of fandom tends to be represented. But everyone does, in the end, whether it's a team or a computer platform, end up opinionated and either loving or hating it.
Imagine the following. You're Apple's ad agency, and you've been hired by the Reds, the local sports team. A few miles away is the home of the Blues, and in your town, the Reds make up the team affiliation of about 80% of the population, with the Blues making up the other 20%. There's a degree of rivalry between the teams.
The Reds want more people coming to their stadiums. They need increased revenue ticket sales. The only people to attract now are the Blues. The Blues obviously like your sport, otherwise they wouldn't have chosen a team in the first place, but they're not willing to consider, as yet, seeing Red team games. How do you attract Blue supporters?
If you're Apple's ad agency, your ad goes something like:
Blue: "I'm a blue player"
Red: "And I'm a red player"
Blue: "Duh. I can kick this ball, duh, look" (*kicks at ball several times, finally actually hitting it the 7th time*)
Red: *smugly bounces a ball on knee* "Red scored the highest last season, and we're consistantly the best team"
Blue: "Hey! Hey, watch this" *attempts to balance ball on nose, ball consistantly rolling off and away. Blue chases after ball*
Red: *Kicks ball up, bounces on knee, headbutts it, and catches it with one hand behind him* "We have some really skilled players"
(Ad continues ad-nausium. By which I mean it's an ad that makes you nauseous.)
Now, another approach might be to run an ad that consists of a bunch of shots from your stadium. You show some pretty good playing, stuff people will find impressive and will have wished they saw. You show the Reds most often, but, hey, there are two teams in every game. In other words, instead of taking sides based upon the team, you show people that if they come to your stadium, they're going to have a good time. They're going to see some impressive playmanship. Even if it's not their team, there's reason for them to want to go and see the next game.
Which type of ad would sway you? Which type of ad would get you to go to a stadium owned by your team's rival?
The current "I'm a Mac" series doesn't work because it appeals to fanboism, but in doing so, it also ends up being fanboism's victim. It doesn't appeal to PC owners, it just cements existing Mac user's sense of superiority. Except me. I cringe every time I see them.