Apple targets middle-aged women with its latest OS

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.
Written by Ken Hess, Contributor

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

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