Mac marketing can be frightening, says Apple exec

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Has Apple finally come to its senses? According to a short story in Macworld on Friday, Apple’s U.K. director Mark Rogers says the company will have to shift its marketing for the Mac if it wants to expand its appeal; it can’t just focus on the Mac’s reputation for being the computer for creative types. Rogers admits that such marketing “scares a lot of people off.” That’s the big problem I’ve had with the current commercials, which, while amusing, do little to expand the market of potential Mac users, and Mac Daily News agrees. Before everyone gets all excited and starts assuming that the current effort is about to go the way of the Newton, there’s no suggestion of that in the story—still, if the above is true, it’s difficult to see how the current campaign could continue as is.

—Posted by Catharine P. Taylor