An interesting carousel from Apple showed up in my feed today, and even as an Apple fanboy, I can’t say they got it totally right.

Four panels. Each quite clean and Apple-esque.

Each had one simple “fact” about using Macs for work.

Just one of the four nailed it. Can you guess which one, and why?

Let’s break it down:

Frame 1: “84% of top US companies use Mac.”

Seems to deliberately challenge the stale assumption that PCs are for work and Macs are for personal. But still, it’s a vague statement. i.e. define “top”, define “use”.

This tries to instill some FOMO for PC-first companies, but ultimately this comes off as ego metric for Apple.

Frame 2: “MacBook Air is the world’s #1 laptop for business.”

Perhaps a surprising claim, but again, “#1” in what? Sales? And what does “for business” mean? For knowledge work? For retail POS?

Once again, it claims a popularity trophy more than any functional merit.

🏆 Frame 3: “Mac generates 55% fewer IT help tickets.”

Bingo. There it is. An actual cost-driving pain point aimed squarely at the decision maker, not the end-user, not Apple's ego.

No self-congratulatory tone. But rather a defensible proof point Apple’s business buyers can use to justify investment in a switch.

Frame 4: “Mac is the #1 laptop with higher education students globally. (That’s your future workforce.)”

Honorable mention. It still clings to superlative ego metrics, but at least puts it into context, all-but-naming the future friction of: your talent is going to demand this.

If you’ve followed my writing about defining your positioning -- the ‘narrative spine’ of your solo business -- you know everything always comes back to:

• who’s your buyer
• what’s their urgent pain point

Because if you don’t start there, you’re talking more about yourself than them.

And if that’s the case, why on earth would they stop to learn more?

💡

-Wes