Apple is able to differentiate their product from PCs (and Microsoft) by demonstrating that they offer a product that is not only simple, but also high in quality and performance. Apple is also able to establish an identity to its customers by making the Mac a young, hip, trendy individual (inferring that Apple is a hip and innovative company). This image is then compared to the PC, who is portrayed as an old, nerdy individual (indicating that Microsoft is a boring company filled with computer nerds). I have always found it interesting that Apple is more focused on what PCs (and Microsoft) are unable to do, as opposed to directly stating all of the things that the Mac is able to do. It definitely seems to be working, however, as Apple's share of the market continues to increase.