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."
Disable Caps Lock
If you find yourself pressing the Caps Lock key accidentally as much as I do, note that you can disable it entirely in Mac OS X. Open the Keyboard & Mouse preference pane, click the Modifier Keys button, and in the dialog that appears, select No Action from the Caps Lock pop-up menu. You could remap it to another modifier instead, but that might make using differently configured Macs more difficult.
- Apple in 1998: Retreat or Focus? (09 Feb 98)