Wired: In these ads, Apple represents youth, innovation, and, yes, extreme coolness. And its inherent hipness is typically pitted against the old, the uncool, the pathetic, and the downright evil. First, the enemy was IBM, but as Big Blue lost its mojo in the world of desktop computing, Apple shifted its attention to that evil empire in the Pacific Northwest: Microsoft. In a way, these ads chart the changing landscape in the tech world over last thirty years — though we certainly see everything through Apple-colored glasses.
From Mashable: If you take the retail marketing adage “location, location, location,” and translate it to digital, the result would be visit rate, or traffic. In the physical world, it\’s possible to pay premium rent to get your product in front of lots of people, but on the web, garnering traffic is a bit more nuanced. The medium requires strategies that are focused on targeted audiences rather than the general public, not because products are narrow, but because methods of measuring efficacy enable marketers to see more success this way.