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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 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?!?"


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