Honestly, he's not understanding (nor caring about, I think) what a computer is for. He prefers the PC because it allows him to show off his superior computer skills, not because he can get more work done with it. That may be fine for him, but the vast majority of people just don't want to spend the amount of time and effort required to get to the point where they can do what he does.

That doesn't make them less intelligent. That only makes them less interested in computers. For every guy like your son, there are hundreds who think that the box is the CPU, and that RAM is some sort of goat. Many of those people are intelligent, well educated, and thoroughly uninterested in clock speeds, OS versions, hard drives, or anything else that has to do with computers other than how easily they can get their work done. Those are the people the ads are aimed at, and they have no allegiance to Windows, so they aren't put off by an ad that puts it down.

As for hardcore gamers, if Apple gets game developers seriously developing for the Mac, they'll come around, but not before then.

You're absolutely correct. I did not mean to imply that what he said is "right", I was merely trying to state his point of view as an example.

However, I think there is a communications disconnect between you and me (and perhaps others) here:

I completely agree with what you say in that sentence - they would not be put off by an ad that puts Windows down. What I believe, however, is that the ads are perceived, rightly or wrongly, by many of these people as not putting Windows down, but as putting the people that use Windows down. In this particular case, I believe the ad company has done a poor job in the creation of this type of ad. Even I, a long-time Mac user who tried Windows a few times many years ago and wouldn't go back if they paid me, get the impression that the ad indirectly demeans the Windows user by the way it's presented. This is why I do not believe the ads are as effective as they could be.

I think you're right, but I think that's because of the vocal minority of guys who consider themselves techies. Their voices still carry a lot of weight with novices, and they'd like to keep it that way.

I think the ads are aimed directly at the Windows user, but not to insult. They're aimed at pointing out that there is a better way, and you can feel a bit smarter by choosing it. True, these ads are only going to appeal to the casual Windows user, who only bought Windows because they didn't know there was another choice. That is a huge percentage of Windows users though!

This is controversy nothing new. The original Mac ad was much the same, and consultants and other 'techies' at the time hated it. They were quick to point out that the dull gray masses in the audience represented the buying public, who they felt should feel insulted. If the current ads didn't arouse techie ire, I'd be worried.

Have these been canned in the UK?

I notice that they are still on the UK site, but still depict the older white iMac at the end. On the US site, the older ads still depict the older iMac, too, but some have a MacBook now.

It would not take much to update them...

.
Speaking of which...

.
By the way, in my humble opinion, Podium, Boxer and PR Lady are the weakest three in the Get a Mac series. They lack the elegance of former ads -- I found my smile stiffening.

hey schneb you should really consider emailing this in to apple, i think this would make a GRRRREAT commercial. Maybe they do it, like the ipod touch commercial, some teen made that and now it's all over. anyways, i really think it's great. give it a shot mate!