Apple very much realizes that they're after a completely different segment of the market than MS is, but they also realize that many consumers cannot clearly se

Apple very much realizes that they're after a completely different segment of the market than MS is, but they also realize that many consumers cannot clearly see where one segment starts and the other one ends, because, if all you ever had was a Windows PC, then computers aren't all that different to you. With their ads, Apple is trying to inform those consumers that there is an alternative.