I introduced Mac OS X to a Windows 98 user two weeks ago. Her old computer needed to be replaced, and she asked me for advice.
A lot has changed since she bought her last PC. We discussed her basic needs (e-mail, word processing, Web browsing), the difference between Bluetooth and WiFi wireless, and the reasons you might want to have USB 2 and Firewire on a new computer.
After noting the difference between "integrated video" and a real video card, I finally asked The Question. Would she consider buying an eMac rather than a Dell or a locally built Beige Box Special? She was already planning to learn a new operating system (Windows XP). Why not try a Mac?
The discussion was interesting. She admitted that she knew very little about the Mac, but she thought she knew three facts:
1. Macs are more expensive than PCs.
2. Macs are incompatible with Windows.
3. It's difficult to switch to Mac.
In spite of marketing efforts like the Switch campaign, these "facts" seem to be well established in the mind of the average computer user.
Better? Or different?
It's useless to debate the relative merits of Mac and Windows with anyone who has used just one or the other. Is Mac better than Windows? Is Windows better than Mac? How can you know unless you've used both?
I've had hands-on, daily experience with Windows and Mac systems since 1980. These days, I use four systems in my tech support and writing work: Windows 98 SE, Windows XP Pro, Mac OS 9 and Mac OS X.
Although I have a lot of respect for XP Pro, I prefer to work in Mac OS X. I can make the arguments for both sides of the Windows vs. Mac debate, but for me it simply comes down to this: my blood pressure is lower when I'm using Mac OS X.
Good Taste
In my experience, Windows users need to taste the Mac before they can even consider making the switch from Windows. Change is difficult for any human being at the best of times; change in an environment where unskilled people are considered Dummies is even more intimidating. Windows may be annoying, but it's familiar and it's often good enough. Why take a chance?
In my case, I solved this problem by offering my client a money-back guarantee. I set up her up with a used Power Mac G4 and asked her to try it for six weeks. If she's not happy, I promise to buy it back.
Obviously, this is not a practical solution for Apple, or for most Mac retailers. Apple is confronting the problem with its retail stores (hands-on exploration, educated sales force) and with the iPod (a relatively inexpensive taste of the Apple/Mac experience).
What else can Apple do to provide a "taste drive" for interested users?
1. Victor Panlilio on December 21, 2004 03:55 PM writes...
There was a time, many years ago, when Apple offered a Test Drive program, at least in the U.S. You could pick up a Mac from an Apple dealership, take it home and use it for 30 days, and if you weren't happy, you could take it back to the dealership. I doubt that Apple would ever bring this program back, because it would probably cost them far more than any extra profit they'd make from it. Personal computers have dropped a lot in price -- the original Mac was US$2495 when it debuted -- so margins on each unit sold are less than what they used to be. What you lose in margin, you have to make up in volume. The margin on iPods is probably better than on Macs. Which is why Apple is pushing the iPod so vigorously in its advertising campaigns, and there's almost no mainstream advertising for the Mac anymore. *sigh*
Permalink to Comment2. steve on December 24, 2004 09:41 PM writes...
I've been worrying about similar issues for some time. People are very afraid to try anything new for a variety of reasons.
I've been thinking about "elmering" (an old type of mentoring that was common in ham radio) and suspect it might work. I'm currently trying it with a half dozen people
http://tingilinde.typepad.com/starstuff/2004/12/elmers_fighting.html
I suspect that there is much commonality and Apple (or even volunteer groups) could supply materials to make the mentoring easier.
Permalink to Comment3. Victor Panlilio on December 25, 2004 02:23 AM writes...
Steve - in 2004, three people I know finally switched to the Mac. Two did so because of frustration with Windows (spyware, etc.) and one did because Apple portables are better than their PC counterparts in many ways. As you rightly noted, a successful switch depends in no small part on a person's desire to learn a new (often simpler but different) way of doing things, and the availability of knowledgeable folks who can help them get over their initial fear of learning a new platform.
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