According to Apple's UK Director, Mark Rogers, Apple must take the emphasis away from its creative image to attract a wider market.
"There is the challenge of how you address the particular need that the customer has, rather than pitch the Mac purely as the creative tool, as I think that scares a lot of people off," explained Rogers. "A lot of people don’t want to be creative, or don’t think they want to be creative," he added.
"People are saying what I need is a machine that doesn’t crash every ten minutes, and doesn’t succumb to thousands of viruses and within a month," he explained.