Switch sans Switchers
About a week ago Apple launched a new Switch site. I literally received 27 e-mails about the new site, most of them saying, “You’re no longer on Apple.com!” Honestly, I don’t care that I am no longer on Apple.com. I stopped receiving royalty checks a long while ago and I really didn’t like that photograph of me.
Working as an Apple Campus Rep for Emerson College (and at Harvard University this summer), I often address the same basic questions from college students (and their parents) getting ready for school. The new Switch site is a natural evolution of the original campaign that addresses these questions more directly. The original Switchers campaign showed normal people preferring the Mac, but skimped on the finer details. Apple chose (thankfully) to get dirty in the details with the new campaign.
The new Switch site is genius. It follows the five natural steps in switching with answers to every major potentially deal-breaking question along the way. Apple obviously learned lots about Switchers during the past three years and every detail of the new Switch site testifies to critical understanding of its users.
Switch is no longer about over-glorified Real People switching. It’s about helping the hoards of new and potential Mac users join the club we’ve been hailing for so long. Welcome!
This entry was posted on Monday, August 15th, 2005 at 10:31 and is tagged switch. 
August 15th, 2005 at 11:49
I really love the new Switch site as well. The information is very clear and nicely presented. Probably the most interesting thing about it is that one of the quotes for Reason #1 is from Paul Thurrott, who’s often seen as a biased, Windows-loving journalist. I bet Microsoft is disappointed to see his name there.
August 15th, 2005 at 12:44
reads the words “over-glorified”
* snickers *
* goes back to work *
August 15th, 2005 at 14:59
Yup, I made the switch back last week. Went out and bought me an iBook.
-dl