What it is: Apple recently released a series of ads explaining how to switch from an Android phone to an iPhone.
Back in 2008, Apple released a series of ads called “I’m a PC” where an actor portraying a PC would comically fail comparing himself against another actor portraying a Macintosh. Those ads highlighted the differences between the Macintosh and a Windows PC to convince people to switch to a Mac.
Many people have switched to a Mac while many others still use Windows. Since the number of new computer users isn’t growing fast enough, the Macintosh growth rate often comes at the expense of people switching from a Windows PC or buying a Macintosh instead of another Windows PC.
Now Apple is targeting the much larger world of Android smartphone users. The number of new mobile phone users keeps shrinking all the time so the best way to keep selling iPhones is to sell them to people switching form Android. While some people switch from an iPhone to an Android phone, most people go the other way. That means steady growth for the iPhone and a slow trickle of defections from Android to the iPhone.
It’s unlikely that Apple will ever get everyone to switch from Android to an iPhone just like they could never get everyone to switch from a Windows PC to a Macintosh. However, the goal is simply to convince more people to switch even faster than before. If more people switch to Apple products than switch away from Apple products, that represents steady growth.
The latest Apple switcher ads highlight different concerns people might have in switching to an iPhone such as moving their music, photos, or other data to an iPhone. Rather than make fun of Android like their previous ads made fun of Windows, these latest Apple ads simply highlight how easy it can be to switch. In general, most people tolerate Windows where some dislike it, so Apple’s old ads poking fun at Windows appealed to many people.
Not as many people feel as much frustration towards Android as they do towards Windows. That’s probably why Apple’s latest ads don’t poke fun at Android but simply state facts for how to switch to an iPhone.
Over time, more people are switching to an iPhone than leaving it. This suggests steady growth for the iPhone over time with steady defections from Android over the same time period. Android will never go away, but it will serve as an introduction to smartphones so people can eventually compare their smartphones to an iPhone.