Apple targets middle-aged women with its latest OS

Apple targets middle-aged women with its latest OS

Summary: Apple might be trying to pull a fast one by naming their latest OS X incarnation, Mountain Lion, but some of us saw right through it.

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Here's some oddball tech news for you. Apple apparently is going after a whole new demographic: Middle-aged women. With its new Mountain Lion OS X, Apple is no longer just targeting young hipsters, granola munchers, sandal wearers, ponytail sporters or Prius drivers, they're putting on an extra layer of makeup on OS X, donning their best black mini-dress, slipping on a pair of hot Prada pumps and hitting the town prowling for something a little exotic: MILFs (Moms I'd Like on Facebook).

The marketing team over at Apple must have something up its sleeve with this one and I applaud them for it. It's about time that tech companies target a demographic that I personally have been targeting for years--from a purely marketing point-of-view, of course.

It's no secret that Apple makes products that are not only simple but elegant, which is perfect for the mature woman on the go. In fact, I think that Apple should hire me to help them pump this idea for a commercial or two. It's too bad I didn't know about it a month before the Super Bowl. We (Apple and me--we're a team) could have done something special with it.

Instead of releasing Mountain Lion in summer, they could release a first version of it in May and then the real version in December. Although, the irony might prove too subtle for the buying masses to grasp. I bet a dollar the middle-aged women would catch on. <wink>

I rather like the idea of transgenerational operating systems. Ones that automatically compensate for presbyopia and diminishing hearing. It could work. And, that way the over 40 crowd could still look cool surfing, texting and sipping lattes at the local coffee shops.

The transgenerational operating system opens a whole new marketing context. In this time of aging populations, rampant ageism in the workplace and skyrocketing hair dye sales, a new generation of operating system for an older generation is the right product at the right time.

I'm in.

The next computer I buy will certainly have Mountain Lion on it. Unfortunately, Apple got a little ahead of its time by focusing on the octogenarians with its Snow Leopard--a move I still don't understand but I'm totally on board with this Mountain Lion thing.

Keep up the good work, Apple, I love you. Now, where are my reading glasses and my TV Guide?

What do you think of Apple's new older woman-focused operating system? Cool, or did they go too far? Talk back and let me know.

See Also:

Apple’s OS X 10.8 Mountain Lion features Twitter, no Facebook

OS X 'Mountain Lion' unifies software update into Mac App Store

Apple's secret weapon against Windows 8 (and why OS X 10.8 will be Apple's most important OS release since iOS)

The iOS app that’s sorely missing from Mountain Lion: iBooks

Topics: Software, Apple, CXO, Operating Systems, IT Employment

About

Kenneth 'Ken' Hess is a full-time Windows and Linux system administrator with 20 years of experience with Mac, Linux, UNIX, and Windows systems in large multi-data center environments.

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45 comments
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  • RE: Apple targets middle-aged women with its latest OS

    So who is Microsoft targeting? 5 year olds with ADHD?
    SamWilkinson
  • RE: Apple targets middle-aged women with its latest OS

    This must be an American thing - I simply don't understand a word of this, not a word. Two countries separated by a common language indeed.

    Anyone got a clue?!
    jeremychappell
    • RE: Apple targets middle-aged women with its latest OS

      @jeremychappell

      If no one "gets" it by tomorrow, I'll let everyone know.
      khess
      • RE: Apple targets middle-aged women with its latest OS

        @khess
        I get it, but I'm 71.
        revclaus
    • RE: Apple targets middle-aged women with its latest OS

      @jeremychappell

      Mountain Lion, aka Cougar. Understand now?
      mikeken763
      • RE: Apple targets middle-aged women with its latest OS

        @mikeken763 And? Looked up Cougar, we call them pumas over here, but that hasn't helped me any as to Apple's new target audience... :-S
        wright_is
    • RE: Apple targets middle-aged women with its latest OS

      @jeremychappell

      Surely you understand Mountain Lion is another name for Cougar.

      Or Ken's "May - December" romance metaphor.

      I'm surprised Ken didn't mention Aston Kutcher somewhere in his blog. Or post a picture of Demi Moore.

      I wonder if Jennifer Aniston will prowl around a new iMac this fall? Just curious.
      kenosha77a
      • And we call the cats Pumas...

        So what? Ford made a Puma, GM a Cougar and there is a helicopter called a Puma as well, still doesn't help.
        wright_is
    • RE: Apple targets middle-aged women with its latest OS

      @jeremychappell
      "Two countries separated by a common language indeed."

      Don't worry about just two countries, I'm from Australia and hadn't a clue what Ken was on about.

      Then mikeken came to the rescue with the key for the google search.

      Subtle, but true, Ken. Those Cougars can now sit happily at Starbucks, camouflaged by their MBA's, waiting to stalk their prey.

      PS. Idioms and colloquialisms, the bane of English across cultures.
      PPS. Still don't get the date reference between May and December.
      A Grain of Salt
      • RE: Apple targets middle-aged women with its latest OS

        @A Grain of Salt May is a spring month representing youth, while December represents age.
        Joel-r
      • RE: Apple targets middle-aged women with its latest OS

        Cheers Joel-r

        So simple. I can't believe I didn't think of that, yet I do cryptic crosswords.
        A Grain of Salt
      • RE: Apple targets middle-aged women with its latest OS

        @A Grain of Salt it happens to the best of us. We look for complicated meanings, rather than what is staring us right in the face ;)
        Joel-r
    • RE: Apple targets middle-aged women with its latest OS

      @jeremychappell

      Apparently Apple is tweaking its old, old, Unix system again with more lipstick and Ken is trying to make a joke about cougars.

      Even for ZDNet, that's a real slow news day ;-)
      tonymcs@...
      • RE: Apple targets middle-aged women with its latest OS

        @tonymcs@??? And Microsoft is tweaking NT again, How old is NT?
        Joel-r
    • RE: Apple targets middle-aged women with its latest OS

      @jeremychappell I'm a middle-aged American woman, and I don't get a word of it either, except for the may-december reference!
      gerriel
    • RE: Apple targets middle-aged women with its latest OS

      I'm with you on that, Jeremy. Didn't get a word of it...
      kward4242
    • hahaha

      jeremy, of course it's an American thing! we are the most ridiculous people on the planet.
      annamouse
  • RE: Apple targets middle-aged women with its latest OS

    LOL Apple is for girls!
    Loverock Davidson-
    • RE: Apple targets middle-aged women with its latest OS

      @Loverock Davidson- LOL Microsoft is for tards ^^^^
      SamWilkinson
      • RE: Apple targets middle-aged women with its latest OS

        @SamWilkinson ignore Love the rock, as that is what he smokes. He smokes a rock, or two of crack before donning his Microsoft Cheerleader outfit and PomPoms
        Joel-r