The more I watch Microsoft’s new ad for Windows, the more I like it.

The ad, which debuted on Thursday night, successfully counters the idea promoted by Apple that PCs are bumbling buffoons personified by prematurely middle-aged businessmen.

Instead, the ad convincingly portrays the PC as part of global culture, unpretentious and down-to-earth.

The ad starts with a John Hodgman-alike Microsoft engineer, who proudly declares: “I’m a PC, and I am not alone.” It then swings through Europe, Africa, America and back again, showing people of all nations declaring simply one after the other: “I’m a PC.”

It ends with author Deepak Chopra, who says: “We are all a PC, inseparably one.”

Watch it carefully. The people and locations of the ad clearly reflect Bill Gates’ concerns about the world: disease, poverty, education and opportunity. Bill Gates makes a appearance (a welcome one. I admire him giving away his money), and there’s quite a few people from developing countries in this ad: something I’ve never seen in Apple’s marketing.

They’re real people, with accents and bad teeth (like me). I find it a refreshing antidote to the fake youthfulness of Apple’s iPod silhouettes and the insufferable, elitist hipster who personifies the Mac on TV.

I like Microsoft’s new ad because it portrays the PC through the very ordinary people that use these machines every day — and some extraordinary ones. It’s the opposite of Apple’s phony lifestyle advertising. It’s refreshingly egalitarian. It’s like “The Wire” versus “Law and Order.” Plus, there’s no sign of Jerry Seinfeld.

UPDATE: Two more new ads after the jump.

Image via Flickr by sasurau

The market for Apple’s iPhone may turn out to be less than half the size once expected in Japan, according to a report in the Wall Street Journal. With worldwide sales of the 3G model approaching 6 million units since its July 11 launch, and at least one analyst predicting total 2008 sales to reach 7 – 8 million units, Japanese consumers may snap up fewer than half a million out of a previously predicted 1 million, writes Journal reporter Yukari Iwatani Kane.

“The iPhone is a difficult phone to use for the Japanese market because there are so many features it doesn’t have,” says Eimei Yokota, an analyst with MM Research. More than 10 domestic handset manufacturers compete for a slice of Japan’s cellphone market, one of the world’s largest with annual sales of 50 million phones. Nokia Corp., the industry leader in global shipments, has less than 1% share in Japan. Instead, Sharp Corp. leads the Japanese market, with about 25% of shipments. Models currently sold by Japanese cellphone makers typically contain a high-end color display, digital TV-viewing capability, satellite navigation service, music player and digital camera. Many models also include chips that let owners use their phones as debit cards or train passes.

While Softbank, Apple’s cellular phone partner in Japan with 19.5 million wireless subscribers, says the iPhone continues to be popular, Yokota, the MM Research analyst, says one small but must-have feature often cited as a deficiency in the iPhone is the lack of “emoji,” clip art that can be inserted in sentences to jazz up emails.

Takuro Hiraoka, an analyst for GfK Marketing Services Japan Ltd., says the problem could be a lack of education. “Japanese users don’t know what to do with an iPhone,” he said. “Sales could grow if Apple provides specific examples of how it can be used.”

The summer holidays are barely over and the children only back at school for a week, but already the Christmas tat has started appearing in the shops and the media is casting its collective eyes over the events of the last few months to put together some “thing of the year” contests.

And first on the radar is the UK’s Stuff Magazine, best known for the scantily clad ladies who adorn its front cover (usually clutching some gadget or other in their manicured paws).

In the Reader’s gadget of the year category, the iPhone 3G is up against Nintendo’s Wii Fit, the Asus Eee, game consoles the PS3 and XBox 360 60GB, and the B&W Zeppelin speaker system.

That’s not all though. The MacBook Air crops up in the Design of the year category, against the Zeppelin (again) and a bunch of other things that, in my opinion, don’t even come close.

But wait, there’s more. Apple is also nominated in Retailer of the year.

So does the iPhone deserve Gadget of the Year status? I’d say it does, yes. I’ve not seen anything else — except perhaps Mario Kart on the Wii — make people smile so much. Everyone who picks up an iPhone, whether they’re playing with a friend’s or toying with one of the demo models in a shop, smiles. You watch, it’s true. They pick the thing up for the first time, they start tapping on it, and they smile.

Photography, magic and music-making. Like the iPod before it, iPhone is becoming a cultural icon with creative innovators exploring unusual diversions for the device.

Magic master

Multimedia magician Marco Tempest (he’s on TV with his ‘Virtual Magician’ series in 52 countries) was an early mover. He created a video which appeared to be software running on an iPhone and queued for ten hours to buy one the day it launched in the US. Within ten minutes he’d installed the clip, which he used to entertain the crowd with a series of illusions.

Among other visual tricks, this made it appear the device was being used as an X-ray machine and an electric razor. Watch the amazing video:

More about Marco, after the jump.

Unless you’ve been living under a rock, you can’t have failed to notice that iTunes 8 arrived to some fanfare earlier this week. I’ve been putting it through its paces, figuring out whether the new features are any good, and scoring them using our patented* rockometer.

More after the break…

* Not patented.

In the week since Apple announced its “Let’s Rock” event, the organization’s spokespeople have assured all observers that this would be a really critical launch, with bigger news than just a refresh of the iPod product family.

Well, apparently Apple and I have very different definitions of “big news.” Because all the organization delivered was more of the same:

• An iPod touch that looks more like the iPhone 3G, but loses the black aluminum border that gave the device its own distinctive personality. But hey, price cuts and built-in Nike+ support! (no word on iPhone support, however)
• An iPod nano that looks more like the nano 2G than its predecessor, adds a few new colors and awkwardly tries to implement the UI from the touch and iPhone. Oh, and you can shake it to shuffle.
• An iPod classic that literally makes no changes other than bumping the hard drive capacity and cutting the high-end model. It now costs exactly the same as the high-end Zune, and has the same hard drive capacity.
• A new revision of iTunes with smarter automatic playlist generation, HD TV show downloads, and the return of NBC/Universal programs
• Bug fixes for the iPhone.
• And two lame songs from Jack Johnson. That’s it.

The business sense side of me is saying that Apple has another winner. The designer side of my brain really likes the subtle changes that Apple’s design team has brought to the the product line (except for the ugly iPod classic — hate the use of aluminum there). But the Apple fanatic in me can’t help but me incredibly disappointed by this morning’s activity.

Just how perfunctory was this round of updates? Consider this: The event has been done for 30 minutes, all the new models are available for purchase on the Apple Store, and Apple still hasn’t updated its own website to announce the product launches (EDIT: It went up as I finished typing. STILL). Apple has never gone this long without getting its main site up-to-date.

Now, none of us should be surprised by any of this; after the launch of iPhone 3G, AppStore, and the fiasco called MobileMe, it’s little surprise that Apple hasn’t been able to devote many resources to doing more than making slightly curvier cases for the iPod line. But Apple has trained us to expect the best, particularly when they say it’s really time to pay attention. Today, it completely missed the mark. I can’t recall an Apple launch event this underwhelming since the launch of the iPod HiFi and iPod socks. It’s this year’s model, and nothing more. It’s the entire iPod product line as afterthought to the iPhone.

And that’s not good. The iPod family is Apple’s highest-revenue business, and any indication that the company is bored with the media player business or unable to innovate beyond bringing iPhone features to iPods is going to mean a rough time in the market. It’s certainly not impossible to do so, Apple’s just in an unfortunate liminal space between the launch of a new business and the adaptation of another. The new nanos, in particular, felt oddly anacronistic. Why go to all that trouble to design such a wildly different case for this revision and then still use the same old clickwheel? Why, in the name of all that is holy, would you copy the horizontal interface on the right, screen on the left interaction found on the flash-based Zune? Why launch nine, count them, nine new colors in a single day when this is a clear incremental upgrade while the company works on a touchscreen nano for the near future?

Honestly, the biggest news today is that the iPod touch has dropped in price by $70 and has external volume controls.  It’s the future of the product line, and Apple needs to drive its adoption rapidly while the pre-2007 iPod outlook gradually ramps down.

In the mean time, I sincerely hope that we’ll see new Mac announcements on a not-too-distant Tuesday. The entire product line is just begging for processor upgrades, and they’ve been suffering while Apple has put so much attention on the iPhone this year. Not to mention which, it’s high time that Apple brought out a true Home Theater Mac for the living room — AppleTV and Mac mini aren’t cutting it.

Via our Twitter stream, we ran ongoing commentary on Apple’s Let’s Rock shenanigans. Below is a (somewhat) edited tweet-style stream-of-consciousness from the event.

iTunes store

• 8.5m+ songs, 125k+ podcasts, 30k+ TV shows, 3000+ apps
• New today: HD TV shows, and NBC has returned
• SD shows: $1.99. HD: $2.99

iTunes 8

• Grid view, as per the rumors. Can set by artist and scrub across them like a photo album in iPhoto
• Genius “Automatically makes playlists from songs in your library that go great together—with just one click”.
• Genius information sent anonymously. Click a button to get a playlist. Restrict by track number.
• Available today

iPod sales and iPod classic

• Zzzzingg! Jobs dissed everyone else’s player market share. iPod: 73.4%. Microsoft: 2.6%.
• iPod Classic: 80 GB upped to 120 GB. 160 GB discontinued.

New iPod nano

• Form factor as per rumors: skinny, tall, like the gen-2 nano, really thin.
• Push-hold center button for Genius playlist creation.
• Voice recording from attached mics.
• New UI.
• Photos/vids in landscape mode.
• Accelerometer. Rotate 90 degrees to get Cover Flow, like with the iPhone.
• Shake to shuffle.
• Battery: 24 hours for music and four hours for video.
• $199 for 16 GB, $149 for 8GB. Bright rainbow colors in addition to aluminium.

Accessories

• New accessories: headphones and armbands, a mic for voice recording, and in-ear headphones.

iPod touch revamp, iPhone and App Store

• Thinner, with integrated volume control and speaker.
• Genius playlist creation.
• Built-in Nike+iPod – just add a shoe transmitter.
• App Store: 100 million downloads in 60 days. Available in 62 countries.
• Spore Origins, Real Soccer 2009 and Need For Speed: Undercover demoed.
• iPod touch battery life: 36 hours for music, six for video.
• New prices: 8 GB: $229, 16 GB: $299, 32GB: $399.
• New firmware, free to 2.0 owners.
• “Funnest iPod ever” strapline for the new ad.
• iPhone owners to get 2.1 bug-fix—better battery life, less crashing, fewer gremlins, speedier back-ups. Free on Friday.

Speculation surrounding this morning’s ‘Let’s Rock’ Apple special event remains intense, with Digg’s Kevin Rose at the center of the vortex of leaked data, or so it seems.

Overnight we’ve picked up a few more details on what to expect, thanks to MacRumors, who tell us that not only will the iPod nano see a shape-shift, returning to the long and thin look of the first two generations, capacity will rise to 16GB.

Apple’s also expected to introduce nine different colours for the nano, adding purple, yellow and orange to the existing pink, silver, black, blue, green and Product (RED).

Less is known of the iPod touch, which is expected to see a price cut to bring it into line with the cost of an iPhone—and seems unlikely to see a capacity increase, MacRumors also claimed – though far less is known of the iPod touch than of the iPod nano upgrade, other than some suspicions that new features could be enabled in future generation devices, cameras or a microphone, for example.

To recap Rose’s claims, Tunes 8 is expected to offer a Grid View, Genius Playlist recommendations, a new Visualizer (based on the Magentosphere visualiser) and support for HD TV show downloads from iTunes, a feature currently only available to the Apple TV.

iPhone and iPod touch users are also hoping for iPhone Firmare 2.1, which it is hoped will introduce true push support for MobileMe, more stability in 3G connectivity and an end to widely-reported cases in which iPhone user’s applications and iPod features become unavailable. iPods of all stripes are anticipated to see price reductions, as Apple grapples to deal with an increasingly saturated music player market.

Analysts, soothsayers and philosophers of all stripes seem to have achieved a consensus decision in recent days that new MacBooks are unlikely to make an appearance at this event. However, Apple’s publicity people have been urging media to attend the show, which implies that all Apple’s secrets aren’t yet out in the open…that the company has also organized a European media event in London boosts such expectation.

Perhaps that one more thing could turn out to be an all-new version of the Apple TV, now equipped with a digital TV receiver, DVD player and larger hard drive? At least one report speculates on such a possibility.

I just caught the “Pizza Box” Get a Mac spot during the Top Design premiere, and it struck me. Not because it’s particularly brilliant — it hits the same mark exactly that all the other college-related Apple ads have lately — but because I realized it was the first time I had actually paid attention to a Get a Mac ad in almost three months.

Nor have I talked about one with anybody in more than a year. People don’t even get upset about it or make parody ads anymore. PC and Mac have been up there so long that I’m expecting them to introduce their children at any minute. Worse than being annoying or controversial, Apple’s core Mac marketing campaign has become the one thing the Cupertino Collective can never allow itself to be: boring.

Apple’s been here before. Switch had its (rather desperate) day. Think Different saved Apple during its darkest times. But each of them eventually outlived its usefulness based on where Apple was as an organization.

Today, Apple has become a powerhouse in media and a top-three computer maker. The iPhone is poised to become as ubiquitous as the iPod. And Get a Mac‘s playful jabs are starting to make Apple look small. “Able to run Microsoft Office” isn’t news to anyone who could be swayed by a TV ad. What’s the next narrative? How does Apple start its next growth curve, whether through marketing or design?

Although not a Mac itself, iPhone instigated a major shift in the personal computing market not unlike the original Mac, and its arrival has propelled Apple’s remarkable turnaround onward–the one started by the Bondi Blue iMac, itself something of a successor to the original Mac. Therefore, at the very least, iPhone deserves to be on this list, because its success means a healthier Apple, which in turn means healthier Macs. However, it also has to be on this list, because iPhone undoubtedly provides a glimpse of what the future of the Mac will be.

Craig Grannell:
Of our list of 25 Mac moments, this is one of the most contentious for me. The iPhone is not a Mac. Its operating system is OS X, rather than Mac OS X. And the only obvious relationship it has with a Mac is that a typical iPhone user is somewhat likely to plug their iPhone into one at some point.

However, some commentators argue that the iPhone is effectively the next-generation of the Mac, and even if that isn’t the case, it’s pretty clear Apple’s smartphone is in one sense a sounding board for the future of its company, and that technology from the device will eventually trickle down to future Macs. And for that reason, iPhone justifies its place in our top 25 Mac moments.

Pete Mortensen: As an audience member when Jobs took the wraps off the iPhone, the biggest impact that it left on me was this: that Apple’s business plan was not just a pattern of steady upgrades across an established product portfolio. This was a company prepared to not just make the best media players and computers in the world, but one that was prepared to bring about world-changing innovations that are years ahead of the competition. It was confirmation, once and for all, that the iPod was never a fluke, but a signal that Apple could do something far more than what it was doing today.

In short, the iPhone made it exciting to think about where Apple is capable of going in the next five years.

Leigh McMullen: See now, I absolutely believe that iPhone is a Macintosh. It’s more powerful than all but the top of the line Macs from the 2002-2003 era.   As we move more towards “cloud computing” processing power “in hand” becomes less important than connectivity and functionality. iPhone may just be a phone / ipod / camera / blender today, but it is also very much the future of both Apple and Macintosh.