BOXX Tech, a PC workstation company, has launched a biting criticism of Apple Inc.’s (NASDAQ:AAPL) Mac Pro in general and the Final Cut Pro X operating system in particular. This two-pronged “attack ad” offensive calls out the Mac Pro in both written and video formats, drawing attention to the Mac-based workstation’s real and alleged drawbacks. Many of the criticisms are based on the feedback of disgruntled Apple users, while others originate from BOXX, or emphasize traits that may be real but are of trivial importance to most users.
BOXX’s anti-Mac Pro webpage, entitled “Mac Pro? No.” and featured prominently on the tech firm’s website, goes into detail on the supposed failings for Mac Pro and Final Cut Pro X. The company asserts that Apple’s refocus towards consumer electronics has caused its priorities shift away from building workstations needed by cinematic, graphics, and video professionals. The article describes a system which is “great for beginners to stitch together videos of their kids,” but which is allegedly lacking in the ability to handle all necessary media formats.
The article then continues on to laud BOXX’s own workstations, their cutting edge capabilities, and so forth. A sidebar shows a comparison between a Mac Pro and a BOXX system, which, as might be expected, shows the BOXX coming out ahead in practically every way.
The accompanying video ad is a humorous piece which restates many of the same criticisms, pointing out everything way in which the BOXX allegedly surpasses the Mac Pro. The Mac Pro supporter is shown as having nothing to fall back on to justify his choice except that facts that the Mac Pro is “round” and “elegant,” skewering the undeniable fact that aesthetics are among the major selling points of Apple products – and continuing the lampoon by showing a passing stroller mistake the Mac Pro tower for an ashtray and stub out a cigarette inside, causing the Mac fan to burst out indignantly “Come on, dude!”
Approximately 99% of YouTube viewers have thus far given the advertisement a “thumbs up” rather than “thumbs down” rating. The ad is slickly professional and undoubtedly funny, particularly in the last few seconds. However, given the Mac Pro’s well established market niche, and the fanaticism of many Apple users, it is unlikely to negatively impact the sales of Macs.
Rather than being viewed as an effort to blacken the Mac Pro’s reputation, BOXX’s ad can instead be interpreted as a clever way to capitalize on Apple’s (AAPL) fame. An ad focused on the BOXX would probably pass largely unnoticed. However, by invoking the name of the Cupertino electronics titan – and doing so in both a critical and humorous fashion – BOXX gets their own name into the news. Apple has become so prominent that its name has become a ladder by which other firms can attempt to gain exposure in the electronics marketplace.
