Print 128 comment(s) - last by superstition.. on Nov 17 at 5:40 PM

Mac lusts for PC's Blu-Ray ability.  (Source: Microsoft via YouTube)

Mac also seems to fantasize that he and PC are the female and male protagonists of Avatar.  (Source: Microsoft via YouTube)
"It's Blu-Ray -- it's built in," PC to awestruck Mac

For all the things Macs lack -- pre-installed FlashUSB 3.0, Blu-ray, and more -- you'd think that'd there'd be more clever commercials from Microsoft taking a jab at their fruity competitor.  While commercials like Laptop Hunters hinted at such things, they didn't just lay it out there.

Fortunately for Microsoft that's exactly what its new commercial does.  

In the commercial Mac and PC (laptops, not "guys", mind you) are flying aboard an airplane (conveniently named Windows 7).   As the pair settle in the PC fires up a Blu-ray movie --
Avatar.  Mac is awestruck.

"What is that?"

PC nonchalantly responds, "Oh it's Blu-Ray, it's built in -- you want to watch?"

Hesitant Mac ends of being sucked in to the awe of HD movies as he fantasizes of himself and PC as the female and male protagonists of 
Avatar.  Needless to say he ends up watching the whole film.

(We're not positive on this one, but the commercial may also have been making fun of the MacBook aluminum unibody cases' tendency to collect dust and grime, as the stewardess ask the Mac if it needs a dusting.)

So is it fair for Microsoft to be making fun of Apple's Blu-ray incompetence?

After all, on the one hand the standard is still very young.  While Blu-ray movies are becoming pretty ubiquitous, they're still more expensive (generally) than DVDs, and not everyone even has a Blu-ray player yet.

On the other hand, for a brand that brags about its media savvy, it seems odd to not to give customers access to the highest-quality video discs out there.  And the commercial isn't quite as in your face as the old "Get a Mac" spots -- it's more cartoony and cute.

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RE: pretty funny.
By Spivonious on 11/12/2010 2:42:35 PM , Rating: 0
True if your PC has a blu-ray drive and you or the OEM have installed blu-ray playback software. Blu-ray movies are not supported out-of-the-box by Windows 7.

Of course, Macs don't let you use blu-ray period, but the commercial made it sound like Win7 includes BD playback software, which it does not.

RE: pretty funny.
By RjBass on 11/12/2010 2:58:52 PM , Rating: 5
No it doesn't, your right. But any laptop from a big box manufacturer that has a blu-ray drive in it is also going to come with the intended blu-ray player software. That is just a given, but in the event that they don't, HP, Dell, Sony, Toshiba, Acer, Asus and all the rest are going to have a pretty tough time fending off angry customers.

RE: pretty funny.
By viewwin on 11/12/2010 3:00:43 PM , Rating: 2
Good, I wasn't the only one that caught the "Blu ray support built in" lie.

RE: pretty funny.
By PAPutzback on 11/12/10, Rating: 0
RE: pretty funny.
By namechamps on 11/12/2010 4:04:54 PM , Rating: 3
VLC only plays back ripped Bluray files.

I doubt Apple is going to respond that consumers can simply install an unsupported bluray drive, install some DMCA ifringing supports, rip bluray files to disc, then load up VLC and watch the movie.

By that logic Mac support Bluray because you can run a bittorrent client on Mac and download ripped movies.

RE: pretty funny.
By The Raven on 11/15/2010 11:44:34 AM , Rating: 2
MS's Xbox HD-DVD drives work on Macs from what I've read.
<irony police turn their badges in>

RE: pretty funny.
By tastyratz on 11/15/2010 2:19:55 PM , Rating: 2
Well there is your answer.
You certainly cant expect a mac to support any new modern standard whether it be blu ray, usb3, or sata 6gb.

but it sure is shiny.

RE: pretty funny.
By bfellow on 11/15/2010 4:18:22 PM , Rating: 2
Apple is (still) on the BDA while Microsoft was supporting HD-DVD with its Xbox 360. It is ironic they are on opposite sides of the fence now the HD disc wars have ended.

RE: pretty funny.
By name99 on 11/15/2010 5:13:47 PM , Rating: 2
Which is why Apple partnering with Intel is the prime mover behind LightPeak?
And is doing every bit as much as MS to try to main-stream parallel programming?
And pushed computing on GPUs earlier and further than MS?
And designed and shipped AltiVec which remains, even today, vastly more elegant and capable than SSE 4.2 or whatever Intel is up to now?
And shipped multi-touch in usable form, first in phones, then on trackpads, way before the Windows world?

Meanwhile your forward-looking world held onto floppies for 10 years past their sell-by date, is still stuck with BIOS rather than EFI (how are those 3TB drives working out for you?), and, in this very thread, is defending optical storage --- a technology that is where floppies were fifteen years ago --- clearly on its way out.

RE: pretty funny.
By The Raven on 11/16/2010 10:21:37 AM , Rating: 2
Well cited everyone-should-know-this-by-now data from Wikipedia...
In 1983, Bell Labs at Murray Hill published a comprehensive discussion of touch-screen based interfaces.[9] In 1984, Bell Labs engineered a touch screen that could change images with more than one hand. In 1985, the University of Toronto group including Bill Buxton developed a multi-touch tablet that used capacitance rather than bulky camera-based optical sensing systems.[5] A breakthrough occurred in 1991, when Pierre Wellner published a paper on his multi-touch “Digital Desk”, which supported multi-finger and pinching motions.[10][11] Various companies expanded upon these inventions in the beginning of the twenty-first century. Mainstream exposure to multi-touch technology occurred in 2007 when the iPhone gained popularity, with Apple stating they 'invented multi touch' as part of the iPhone announcement,[12] however both the function and the term predate the announcement or patent requests. Publication and demonstration using the term Multi-touch by Jefferson Y. Han in 2005 predates these.[13]

Its not that M$ or anyone else's tech wasn't usable. There was no percieved market for it. I personally owned a tablet and I don't think I would ever have used multitouch had it been available. The reason was that I had a stylus in one hand that I would write with. Now Apple was the first one to say, "This could be beneficial on a phone, where people don't want to pull out a stylus!" and was the first to be successful marketing the tech. Somebody had to be first. I guess you could say that Apple deserves credit for multitouch as much as MS deserves credit for their GUI. (Tell any macinwashed individual that and their head might explode.)

And how forward thinking is Apple if MS was using tablet/touchscreen technology in the 80's while Apple just came out with their first one?

Meanwhile your forward-looking world held onto floppies for 10 years past their sell-by date, is still stuck with BIOS rather than EFI (how are those 3TB drives working out for you?), and, in this very thread, is defending optical storage --- a technology that is where floppies were fifteen years ago --- clearly on its way out.
This is the comment of a tech head (which I guess I am too). The rest of the consumers out there actually used floppies way past their heyday. I'm sure you could find someone trying to use one today lol. But whatever. Unlike Apple, the rest of the PC world allows people to use whatever tech (be it new or old) that they want to. That is the problem with Apple not supporting BD. I don't want to use BD myself (and FYI I was rooting for HD-DVD during the war) but if people want to use it, they should be able to.

Personally I don't understand it as a business move. Why as the HW retailer, would you not allow an upgrade like a BD player (or even a HD-DVD drive if you have some laying around out back lol) if your customer wanted it? Even it would be a stupid buying choice. You'd easily pick up a bigger profit from newer tech. And we all know that most Apple customers (how should I say) aren't afraid to spend money.

defending optical storage --- a technology that is [...] clearly on its way out.

Umm... last I checked, MacBooks still had DVD drives in them.

Look, this isn't a comment that is meant to just refute everything you said. I'm just saying that there is no do-everything, or do-everything-right company out there.

The fact that Apple doesn't support BD is laughable. Does that make them a laughable company? No. Don't take offense. They have contributed to the PC that we know and love just like any other company. But this article is about BD.

RE: pretty funny.
By robinthakur on 11/17/2010 7:51:04 AM , Rating: 2
A good, non fanboi retort, duly noted. I personally think that Apple are reluctant to encourage BD take-up because their future business model is based on subscription and rental purchases via iTunes, and BD quality is currently exponentially better than what can be streamed over most net connections. I greatly suspect that DVD is included on Mac, only with BC in mind, to enable windows dual boot to be installed and mostly to make HD rentals look good. You can see with the dvd-less MBA the way it is going ("The future of Macbooks") The fact that no software exists and that no compatible drives exist (to my knowledge, in the consumer space or otherwise) for BD supports this, though I don't really see how Apple can do business in the high end HD video editing stakes without it, unless that is mostly hard disk based.

Apple are silently fighting the same battle which they do against Flash, albeit slightly less vocally to take out a technology which they deem 'undesirable' in their ecosystem. There is simply no other explanation given how quickly they started shipping Macs with CD, DVD and DVD-R drives back in the 90's. They want the Mac users (who most definitely are not afraid of spending money and probably already own bluray players if they deem them important) to influence general opinion amongst computer buyers as to whether BD drives are even necessary.

Apple are very good at marketing tech. and packaging it to be used by the general public, which people might previously have been exposed to but not seen as a killer feature or even one which they knew how to use. It's very easy to forget quite how revolutionary the touch interface for the iPhone was at the time, with pinch to zoom, momentum based scrolling, swipes etc I remember thinking that I'd owned touch screen phones before from HTC and they were finicky, unresponsive and basically not very human-usable.

I was initally sceptical of the iPhone before I used one. From the moment I swiped to unlock, you knew that this was a touch interface like no other and that Apple had combined hardware with its software to create a unique and polished user experience. Whilst MS had tablet technology in the 80's, I'm reminded of Dr Strangelove's "What's the point of a doomsday weapon if nobody knows about it?!?"

RE: pretty funny.
By nafhan on 11/12/2010 3:14:52 PM , Rating: 2
Technically, Win 7 supports the use of Blu-ray discs it just doesn't come with codec support for movies. So, it does support Blu-ray out of the box. It's kind of like Win XP needing a third party codec to do DVD movies.
Realistically, watching Blu-ray movies is about the only thing anyone's going to do with a Blu-ray drive at this point. So, claiming to support Blu-ray is a little disingenuous.

RE: pretty funny.
By Smilin on 11/12/2010 3:38:43 PM , Rating: 2
I see.

So it works on a mac then?

RE: pretty funny.
By StevoLincolnite on 11/12/2010 3:59:28 PM , Rating: 5
So it works on a mac then?

I see this question asked to often at random places on the web.
I thought the entire point in buying a Mac was for it to "Just Work"?

RE: pretty funny.
By The Raven on 11/15/2010 11:58:27 AM , Rating: 2
Realistically, watching Blu-ray movies is about the only thing anyone's going to do with a Blu-ray drive at this point. So, claiming to support Blu-ray is a little disingenuous.

Well if that is true, then this commercial is a complete joke because the benefit of a BD is lost on a 17" screen at comfortable viewing distances regardless of your resolution.

But I guess they couldn't have a Mac talking to a Win7 machine if they were hooked up to 40" 1080p displays. I mean who would have two screens like that hooked up within speaking distance in the same room tied to 2 different OSs?

RE: pretty funny.
By The Raven on 11/15/2010 12:00:28 PM , Rating: 2
But I guess they couldn't have a Mac talking to a Win7 machine if they were hooked up to 40" 1080p displays. I mean who would have two screens like that hooked up within speaking distance in the same room tied to 2 different OSs?

Oh I just solved my own problem I suppose. Just have the Win7 machine call the Mac and talk about how he is watching a BD and having the time of his life lol.

RE: pretty funny.
By foolsgambit11 on 11/12/2010 3:38:02 PM , Rating: 5
Well, the PC only says, "It's Blu-Ray, it's built in." I'll admit, the less-than-savvy consumer may think that means that Blu-Ray video playback is a feature of Windows 7, when in fact it only means that there exist PCs wherein a Blu-Ray drive is included internally. Lucky for those less-than-savvy consumers, if they buy a PC with a built-in BD drive, they'll get a program to play Blu-Ray movies as well, so they won't even know they were in error.

As for Macs, they currently only 'support' Blu-Ray movie playback by ripping the content from a drive first (someone correct me if this has changed - it was true the last time I checked). I'm not 100% sure why - maybe it's an HDCP issue or a licensing issue? Just this summer, Steve Jobs commented that Apple has no intention of including BD movie support in the near future, either, arguing internet content will make Blu-Ray obsolete.

Now please excuse me while I go back to watching a Blu-Ray movie on my PC laptop with Blu-Ray 'built-in'.

RE: pretty funny.
By Reclaimer77 on 11/12/2010 9:26:26 PM , Rating: 3
Picky much? I know there are lots of retards out there, but I find it hard to believe there are people who would be lead to believe Blu-Ray is an exclusive feature of Windows 7.

Commercials aren't five minutes you know, there isn't a whole lot of time to explain this stuff. Why complicate the issue? It's simple, on a Windows PC you can watch Blu-Ray, on an Apple you can't. The ways and means it's delivered don't matter to the end user.

After all, Blu-Ray on Windows "just works", right? :)

RE: pretty funny.
By dark matter on 11/13/2010 4:46:57 AM , Rating: 2
That's too funny Reclaimer,

Go back and read his comment again. I had to read it twice to get the gist of what he was saying. When you read it again, it's pretty funny to see you attempt to argue against him when in fact you're arguing with him.

I realise not everyone will get his post, but it sure brings out the trolls and its so funny because they don't even realise they are not arguing against him

RE: pretty funny.
By Reclaimer77 on 11/13/2010 8:24:19 AM , Rating: 2
I had to read it twice to get the gist of what he was saying.

Okay so you're admitted you DID have to read it twice. Why be so judgmental then? Maybe I didn't have time to read it twice?

Kudos on him for being super subtle, but I don't think it's fair to call me a troll. I honestly debated him on, what I thought, were the merits of his post.

RE: pretty funny.
By foolsgambit11 on 11/15/2010 2:36:33 PM , Rating: 2
Sorry if my point wasn't clear. Sometimes I know what I'm trying to say, but it doesn't actually come out as clearly as I'd like it. You know the thing - when you reread something you've written, but because you know exactly what you mean to say, you don't notice that it's a little convoluted.

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