Rick Holzgrafe writes regarding "Apple in 1998: Retreat or Focus?" in TidBITS 416: "In discussing Apple's new 'snail' ad, Adam wonders whether speed is what the average consumer really wants. It probably isn't, but that's not the point. John Sculley (remember him?) raised Pepsi from obscurity to equal standing with Coca-Cola by means of 'taste test' ads. The real purpose of those ads was not to convince America that Pepsi was better than Coke; it was to establish Pepsi and Coke as peers - and it worked. The 'snail' ad probably has the same hidden agenda. The main purpose is to get people to think of both Wintel and Mac when they think 'PC,' and break the stranglehold on mindshare that Wintel currently enjoys. The message 'Macs are better' is secondary; the message 'Macs are okay' is primary. I expect more ads along these lines, each pointing out one simple, clear reason why Macs are better but mainly driving home the point that you don't have to buy Wintel; there's a choice."
Copy Before Submitting Web Forms
Filling in Web forms (like the one used to submit this tip) can be a bit of a gamble - you put in your pearls of wisdom, perhaps only to lose them all if the Web page flakes out or the browser crashes. Instead of losing all your text, "save" it by pressing Command-A to select all and then Command-C to copy the selected text to the clipboard. Do this periodically as you type and before you click Submit, and you may "save" yourself from a lot of frustration. It takes just a second to do, and the first time you need to rely on it to paste back in lost text, you'll feel smart.
- Apple in 1998: Retreat or Focus? (09 Feb 98)