Feeds

PCs not dull, admits Apple UK

Even though Apple US says they are...

Top 5 reasons to deploy VMware with Tegile

Apple UK doesn't believe PCs are as naff as its Stateside parent company does. Don't believe us? Just take a look at the company's TV adverts for Intel-based Macs. In the original, US-oriented ad, Apple takes a dig at "dull" PCs, but in the version cleared for UK audiences the d-word is peculiarly absent.

Compare and contrast. First, the US advert, premiered by CEO Steve Jobs at Macworld Expo in January this year:

"The Intel chip. For years it's been trapped inside PCs, inside dull little boxes, dutifully performing dull little tasks, when it could have been doing so much more. Stating today, the Intel chip will be set free and get to live life inside a Mac."

You can view the US ad here. And here's the UK voice-over:

"The Intel chip. For years it's only been inside PCs, dutifully doing all the things PCs were built to do. Stating today, the Intel chip will be set free and also get to do all the things Macs were built to do."

So where's the reference to 'dull' gone? Does the word not apply to PCs running in Blighty? Can it be they're not boring here, even though they (apparently) are in the US?

apple's 'intel inside' tv ad

So why take a more cautious approach in the UK? Well, in the past, Apple's ads have run into trouble with Britain's advertising watchdog, the Advertising Standards Authority (ASA). Most famously, it banned a version of the Mac maker's Power Mac G5 television ad, which it deemed to be "misleading" in its claim that said desktop was "the world's fastest, most powerful personal computer". A number of AMD fans didn't think so at the time, and the ASA agreed.

Or maybe we should turn to Intel. Its bosses were rumoured to be livid after Apple aired the US version of the ad - was it considered diplomatic to be less disrespectful when the advert was taken across the Atlantic? ®

Thanks to <Reg Hardware reader Roger for the tip.

Secure remote control for conventional and virtual desktops

More from The Register

next story
All aboard the Poo Bus! Ding ding, route Number Two departing
Only another three days of pooing and I can have a ride!
Ford's B-Max: Fiesta-based runaround that goes THUNK
... when you close the slidey doors, that is ...
Official: European members prefer to fondle Apple iPads
Only 7 of 50 parliamentarians plump for Samsung Galaxy S
Fujitsu CTO: We'll be 3D-printing tech execs in 15 years
Fleshy techie disses network neutrality, helmet-less motorcyclists
Space Commanders rebel as Elite:Dangerous kills offline mode
Frontier cops an epic kicking in its own forums ahead of December revival
Nexus 7 fandroids tell of salty taste after sucking on Google's Lollipop
Web giant looking into why version 5.0 of Android is crippling older slabs
prev story

Whitepapers

Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Internet Security Threat Report 2014
An overview and analysis of the year in global threat activity: identify, analyze, and provide commentary on emerging trends in the dynamic threat landscape.
Top 5 reasons to deploy VMware with Tegile
Data demand and the rise of virtualization is challenging IT teams to deliver storage performance, scalability and capacity that can keep up, while maximizing efficiency.