We’ve become accustomed to commercials for Apple products which do little more than give a brief hint of what the product is or what it can do, but the first ad for the Apple TV is even more brief than most. ‘It’s on your computer. It’s on your iPod. Now it’s on your TV’ is about as detailed as it gets. Yet it works. Why? Because its shows on screen exactly what it does; in this case taking ‘Rock School’ from iTunes on a Mac and displaying it on a widescreen TV.

As Seth Godin says, ‘you can market by telling or you can market by showing. … Telling is just bragging. Telling is ignored. Showing, on the other hand, is about me. Me, me, me! It’s about providing an interactive experience that touches me.’

That’s why from now on when anyone asks me why they should get a Mac, or tells me they’re planning on buying a new computer, I won’t say a thing — I’ve lost count of the number of hours I’ve spent extolling the virtues of the Mac over the PC, thinking I’ve made a case, only to find out that they bought a PC anyway. I’ll just take them to the nearest Mac, fire up iMovie or GarageBand and let them play. Because when it comes to the Mac, like the Apple TV, showing beats telling by a mile.

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