"Yup, that's with two Rs and two Ls."
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20th September 2008

Quote

The framing of Apple’s ads is not about either/or. Not Mac or Windows, a choice between two rival products, like Democrat/Rebuplican, Chevy/Ford, Coke/Pepsi. The framing instead is special vs. regular. Not Coke vs. Pepsi but Coke vs. “soda”.
— “Digging Deeper” - Gruber on the “orthogonal” marketing competition between Apple and Microsoft