What Happened to Apple 'Get a Mac' Campaign?

The "Get a Mac" campaign was a television advertising series created by TBWA\Media Arts Lab for Apple Inc., running from 2006 to 2009 across various countries including the United States, Canada, Australia, and the UK. It famously featured actor Justin Long as a casual, cool "Mac" and author and humorist John Hodgman as a more formal, often frustrated "PC". The advertisements, typically set against a plain white background, humorously showcased the perceived strengths of Macs—such as ease of use, security, and suitability for creative tasks—while highlighting the weaknesses of Windows PCs, including susceptibility to viruses and general complexity. This campaign was a successor to Apple's earlier "Switch" ads, which began in 2002.

Apple launched the campaign to address declining sales in 2005-2006 and to increase its market share by challenging the dominant perception of PCs as the default computing choice. The strategy aimed to humanize the Mac product and make its advantages accessible and appealing to a broader audience, particularly those who might have been unfamiliar with the Apple brand. The campaign's simple yet powerful concept resonated with audiences, making the technical benefits relatable and memorable.

The campaign quickly proved to be a commercial success. Just one month after its launch in May 2006, Apple reported an increase of 200,000 Macs sold. By July 2006, total Mac sales reached 1.3 million units, contributing to a substantial 39% overall sales increase for Apple's fiscal year ending September 2006. The "Get a Mac" campaign garnered significant industry recognition, including the prestigious Grand Effie Award in 2007 and being named Adweek's campaign of the decade. Microsoft responded in late 2008 with its "I'm a PC" campaign, featuring real PC users, in an attempt to counter Apple's narrative and rebuild pride among Windows users. The final "Get a Mac" commercials were released in October 2009, and Apple officially discontinued the campaign in May 2010, subsequently redirecting its campaign webpage to a "Why You'll Love a Mac" feature.

The "Get a Mac" campaign's legacy extends far beyond its official run. It played a significant role in boosting Mac sales and repositioning the Mac as an approachable, cool, and user-friendly alternative to traditional PCs, becoming a widely recognized cultural reference point. The campaign demonstrated the power of challenger storytelling in redefining a product category and the effectiveness of comparative advertising when supported by genuine product advantages.

As of September 14, 2026, the campaign's influence is still evident. In 2021, Justin Long, the original "Mac" actor, appeared in Intel's "Justin Gets Real" campaign, promoting PCs over Macs, a notable reversal of his iconic role. More recently, in a significant reunion, Justin Long and John Hodgman, the beloved Mac and PC duo, reprised their dynamic in January 2026 for Novo Nordisk's "There's Only One Ozempic" advertising campaign. In these new ads, Long personifies Ozempic, while Hodgman represents competing GLP-1s, showcasing the enduring recognition and cultural impact of their original "Get a Mac" roles, 17 years after the campaign concluded. Apple itself continues to innovate its marketing strategies for Macs. In May 2026, the company launched new phases of its "Great Ideas Start Here" campaign, including a video titled "Mac Students: The journey to great ideas in college," which focuses on students and the creative process, emphasizing the Mac's role as a tool for innovation and turning ideas into reality.