A lot of people have criticized Apple’s new TV ads featuring a “genius.” Most of the criticism is about them being, well, stupid, but I think there’s a more serious problem. Apple has always touted the ease of use of Macs and of Mac OS X, but in these ads – at least two of them – you see people who can’t do what they want with their Macs, and who need a genius to help them. So instead of talking about simplicity, Apple is talking about complexity. I have a feeling that, in the long run, the message these ads sends will make people think that Macs are too complicated for them rather than reassuring them.
Don’t agree? Have a look at this one.