We’re not sure exactly when Apple launched its new business-focused campaign called “Mac Does That,” but they did it in super stealth, quasi-secretive mode with a handful of B2B partners and with some very unusual design choices.
Google Cache shows that the main landing page (opens in new tab) went live about four weeks ago, but it looks like it went live at least a few months ago.
The slogan “Mac does that” is reminiscent of the ads you could find in print magazines at the turn of the century, and the campaign was handled by Center, a brand and design company based in Brooklyn, New York (via Forrest Huu Ta).
B2B, the next growth market
“Easy, Powerful, Amazing” reads the copy, but we can’t help but note what many might consider a major faux-pas: the use of italics and fluorescent green to emphasize the Mac attitude.
Interestingly, the more expensive MacBook Pro features in the campaign despite the fact that the iMac, Mac Pro, MacBook Air, Mac Studio and the Mac Mini are also “Macs”.
Features that make the MacBook attractive to consumers were also mentioned: the seamless link with the iPhonethe fact that so many apps run natively on the operating system, the massive, unmatched 22-hour battery life, the cloud-native capability, and the unique Apple silicon that powers almost every Apple production.
Where it got more interesting was the inclusion of other company metrics: 84% of what Apple considers the world’s top innovators are implementing Mac widely in their businesses, the Mac is apparently 3x cheaper to support than Windows thanks to fewer tickets as well.
Close Apple partners (Connection and CDW in the US and Canada) have just started posting videos to YouTube highlighting a particular feature of the operating system (e.g. ease of management, multitasking, etc.).
Macs have been used as workstations and business PCs for decades, but as Apple grew, so did its ambitions in B2B.
Apple has been trying to expand its footprint beyond its traditional audience of consumers and creative professionals. The brand’s dominance in the smartphone industry in the US has slowly enabled 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, it gave a rare discount to small and medium businesses looking to buy multiple MacBook laptops (up to 10% off the 14-inch and 16-inch models) in an effort to boost sales. increase prior to the holiday season.