Apple's "Switch" Campaign

, which began Monday, features TV ads of people who have switched from Wintel PCs to Macs. There is also a new study that confirms earlier reports that Macs have a substantially lower (36%) total cost of ownership than Wintels. From Paul Martin, "IEEE Spectrum (a magazine published by the Institute of Electrical and Electronics Engineers, the professional society of Electrical and Computer Engineering) has a Mac OS X ad. Traditionally, Apple has concentrated on its core markets (education, graphic arts and the home) and studiously ignored technical users. I see ads aimed at the technical community only sporadically. Well, this is one of those rare events. I wonder if this marks a new strategy for Apple."