I just read an article by Ed Bott of ZDNet discussing how Microsoft’s marketing for the Surface Pro 3 has backfired. Basically the article states that since Microsoft was comparing the upcoming Surface Pro 3 to a MacBook Air and also stating that the Surface Pro 3 can replace a laptop, the tech journalists that attempted to replace their MacBook Airs with a Surface Pro 3 were less than happy with their experience. The article however attempts to explain why these journalists’s experiences aren’t representative of an average user’s needs. That basically a tech journalist’s workflow is far too complex as compared to an average user who would have a MacBook. So the readers of the tech journalists reviews were being done an injustice because their needs are far too different from a tech journalist’s. Many of the comments on the article were in agreement with the author, attempting to rationalize the poor reviews of the Surface Pro 3 as a laptop replacement. Finally, the author states that “Getting the tech press to step outside of an Apple-centric bubble and imagine a world where people might choose a Windows laptop over a MacBook is the biggest challenge of all.”
That last statement would be utterly hilarious if it didn’t completely ignore the long history of the PC era until the last few years. Until Apple broke through with the iPhone and then ended the PC era with the iPad, Apple was virtually ignored among tech journalists. Perhaps the tech press is Apple-centric for a good reason. They are embracing The New World of Technology because they finally have a real choice as compared to 20 years of Microsoft domination.
It amazes me how many people, tech journalists and otherwise, still believe that comparing a Windows PC to a Mac is, well, an “apples-to-apples” comparison. Let’s face it, people who are using laptops in any “work” environment are more like tech journalists than not. For Microsoft to compare their hardware to Apple’s hardware is completely missing the point and they got exactly what they deserved.
It’s like judging a woman completely on her “specs”. There’s a lot more to a woman than her physical appearance, no matter what kind of perceived “performance” you may get out of it. The reality is that what’s on the inside is a lot more important because ultimately that is where most of the work actually takes place. You’re never going to make the most of that “hardware” if you can’t manage the “software” effectively. Similarly, when you compare the different platforms, a Mac is simply a more friendly, easy-to-use, and therefore productive work environment. Microsoft simply does not create the level of user experience refinements that Apple does. That’s been true since 1984. Let’s not pretend here. The disaster that is Windows 8 should be proof enough of that.
Those who are used to the Mac will definitely have a hard time switching to Windows. Hell, Windows users are having a hard time switching to Windows 8! But it seems as if some people, Ed Bott included, are simply writing it off as a “transitional” problem. It’s a lot more than that. Sure, those who are used to Windows will have a learning curve switching to a Mac, but from my experience, most people get comfortable within a week and then start to realize the advantages the Mac OS brings to them. My favorite quote from someone who switched to a Mac after years of Windows use was “This is how computing should be.” On the contrary, those who try to switch from a Mac to Windows rarely ever get used to Windows and will go back to a Mac as soon as they can.
It’s not just a matter of “what you’re used to”. I’ve seen far too many examples of this play out from average, everyday people who are clients, friends, or friends of clients. When people have a chance to experience both Windows and the Mac, overwhelmingly they choose a Mac. I think we’re seeing this play out in the larger market as consumers are making their own purchase decisions more and more. Most PC purchases were, and still are to a great degree, made in mass by big companies. The fact that the Mac market continues to grow while the overall PC market shrinks is one sign of this.
The other part that doesn’t make sense is people saying that tech journalists aren’t a good comparison to an average person. That’s absolutely true, but not for the reasons being bandied about by Ed Bott or certain commenters. If anyone had the ability to make a transition to Windows from a Mac, it would be a tech journalist – someone who presumably is very comfortable with technology. If a tech journalist has trouble switching to a Surface Pro 3, then what chance in hell does an average consumer have? Usually tech journalists do not give enough attention to the needs of an average user. They usually let their tech bias slant their view towards the hardware specs and not enough attention to the ease-of-use. Ed Bott’s article is a perfect example of that. The fact that several tech journalists panned the Surface Pro 3 should be a warning heeded by people thinking of purchasing one. The reality is that either the device is too complex for an average user or that the device isn’t robust enough for a professional. That’s not a good reality for Microsoft.
As I’ve said, I’ve seen the switching scenario play out hundreds of times over the last 20+ years in both directions. I’ve had many clients that used a Mac at one point, then were forced to switch to a PC by their work environment. Years later, they still wished for a Mac and eventually made their own purchase decision going back. I have *never* seen this scenario with someone wanting to go back to Windows. Usually, as the saying goes, once you go Mac you never go back. Especially given that you can run Windows in Boot Camp or a virtual machine so the old compatibility argument has been long gone.
What’s truly ironic is that I see people switching to the Mac because they say that compared to Windows 8, they think the Mac is more like “Windows”. Ouch. Seriously Ouch.
Microsoft can try to compare their hardware to Apple’s hardware all day long, but they’re ignoring the elephant in the room that is Windows.