"Steven Sinofsky described Apple’s Get a Mac campaign as a devastating competitive narrative that exploited real frustrations with Windows and benefited from the Mac platform’s small share."
Direct source - Steven Sinofsky, Hardcore Software web serialization, section 090 “I’m a Mac”, July 17, 2022. Sinofsky describes Get a Mac as changing the competitive narrative overnight and explains how Windows insiders rationalized the malware gap through Mac’s small market share.
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