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The framing of Apple’s ads is not about either/or. Not a choice between two rival products, like Democrat/Republican, Chevy/Ford, Coke/Pepsi. The framing instead is special vs. regular. Not Coke vs. Pepsi but Coke vs. “soda”.
Windows is not the Mac’s rival or competitor. It is the omnipresent homogenizer that weighs PC down.
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