I don’t know exactly when Apple launched a new business-oriented campaign called “Mac Does that,” but they were in very stealthy, semi-secret mode, with a handful of B2B partners and a very nondescript design. made a choice.
Google cache is main landing page (opens in new tab) It was published about 4 weeks ago, but it appears to have been published at least months ago .
The slogan “Macs do it” evokes advertisements in paper magazines at the turn of the 20th century. The campaign was handled by Center, a brand and design firm based in Brooklyn, New York (Via Forest Foota ).
B2B, the next growth market
It says “Easy, Powerful, Amazing”, but I noticed that the use of italics and fluorescent green to accentuate the Mac’s posture was considered by many to be a major mistake. I can’t help it.
Interesting is the fact that the campaign features the more expensive MacBook Pro, even though the iMac, Mac Pro, MacBook Air, Mac Studio, and Mac Mini are also “Macs.”
The features that make the MacBook appealing to consumers were also mentioned. iphone the fact that so many apps run natively in the OS, the unparalleled massive 22-hour battery life, its cloud-native capabilities, and nearly all of the proprietary Apple silicon that Apple makes. We are supplying power.
Of more interest was the inclusion of other enterprise statistics. 84% of companies that Apple considers to be the world’s top innovators have large-scale deployments of his Macs in their businesses. Also, with fewer tickets, it’s clear that Macs cost a third less to support than Windows. .
Apple’s close partners (Connection and CDW in the US and Canada) have just started publishing videos on YouTube highlighting certain features of the OS (e.g. manageability, multitasking).
Macs have been used as workstations and business PCs for decades, but as Apple grew, so did its B2B ambitions.
Apple has sought to expand its footprint outside its traditional audience of consumers and creative professionals. The brand’s dominance in the US smartphone industry has slowly allowed it to seize new growth opportunities.
In fact, Apple is the only PC vendor to grow for consecutive quarters in a global market ravaged by the pandemic, global supply chain disruptions and the cost of living crisis exacerbated by the Russo-Ukrainian war.
In November 2022, just before Black Friday 2022, we offered small businesses looking to buy multiple MacBook laptops a rare discount (up to 10% off on 14-inch and 16-inch models). holiday season.
