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Hollywood Picks Apple as Cool Kid on the Block
For starters, Apple is sleek and particularly recognizable in life as well as on film. When you see a Macbook or iMac (not to mention an iPod) on screen you know exactly what it is, or at least what brand it applies to. Even if you're not a pro figuring out how to download digital music, you can easily recognize that unique Apple brand. The Dell, however, while sometimes distinguishable, can often resemble any solid desktop computer. Secondly, Apple's distinguishing look gives a "cool" aura to whatever job its been set to do. Like the Mac commercials (in which Mac, young and hip, talks with suit and tie-clad PC), Mac has been ingrained in the minds of the consumerist public as just that: young, hip, and cool. Mac, and Apple as a brand in general, sells an image that more often than not young, trendy characters (or those who appeal to the young and trendy) are willing to embrace. If art imitates life then it's no wonder the iPod is so popular on screen (appearing in shows like Heroes, ER, and The Simpsons). The Mac computer, however is far more popular on screen than in life. According to DisplaySearch, Apple holds only 4.6% of the world's notebook market (though Apple has seen its market grow substantially in recent years). Yet, the same way other aspects of life can be upgraded on screen, from fashion to cars, so too it seems can technology. If Apple can make a character or setting look cool and up to date, what do the characters who choose Macs say about the brand? What does it mean that both Carrie Bradshaw (Sex and the City) and Elle Woods (Legally Blonde) use Apple notebooks? Perhaps that Apple is for the girl ready to work but unwilling to compromise her style and sense of humor. Apple becomes a brand that's taken seriously and yet also a symbol of freedom and individuality. In Disturbia and The OC, the Macbook Pro makes an appearance as the personal computer of many of the teenage stars. This reiterates the young, hip factor Apple tries to go after in its commercials. So is Mac just hip? Is it all about a look? The Apple logo? Or is there a performance factor? A true programmed superiority? This is where we return to IronMan. Why does Mr. Stark use both Dell monitors in one office and Macs in another? Why Dell servers in his shop? Perhaps this dual representation is the most realistic. Depending on the task, both brands (as well as other brands) have a place in the market as well as on-screen. While Mac markets itself as the creative computer with applications such as iMovie and iPhoto, Dell markets itself as the computer with performance. For gaming and versatility, a Dell or other PC is usually the choice. For artists and Web designers, it’s usually a Mac. Macs are known to have a more intuitive interface than PCs in general, and PCs are known to offer more memory and customizable features than the average Apple. Both brands have the same basic capabilities, word processing, storing music, playing DVDs .... many consumers choose based on brand familiarity. The question comes down to functionality. When it is storage, technical information, and at the office, Tony Stark turns to a Dell desktop and Dell servers. For visuals and presentation in his workshop, he turns to a double set of Mac monitors. In real life, Apple and Dell both have places. But, for the moment, when it comes to visual presentation, on the big screen as well as a computer screen, Mac seems to be the brand of choice. Jessie Atkin, writer for Digital Landing []Similar |
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