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Apple Users Are Smug Control Freaks, Says Study

Researchers from Internet ad network Mindset Media say the Mac guy in the "I'm a Mac/I'm a PC" commercial is typical of Mac users: superior, self-satisfied, control freaks, perfectionists, politically and socially liberal -- and satisfied with their purchases.

Mitch Wagner

January 31, 2008

1 Min Read

Researchers from Internet ad network Mindset Media say the Mac guy in the "I'm a Mac/I'm a PC" commercial is typical of Mac users: superior, self-satisfied, control freaks, perfectionists, politically and socially liberal -- and satisfied with their purchases.Advertising Age:

These control freaks like everything in its place. They notice the imperfections in things, which stresses out them more than others. "Steve Jobs, from a design perspective, certainly is a perfectionist, and the Mac users tend to share that trait," [Sarah Welch, chief operating officer and co-founder of Mindset Media] said. This group is more likely to have purchased five or more pairs of sneakers in the past year and use teeth-whitening products.

Windows users, on the other hand, are a diverse group with only one personality trait in common: They are less creative than Mac users.

Coincidentally, I read the article on this study mere minutes after posting "Apple: The Most Hated Company On The Internet," in which I speculated why so many people dislike Apple so much.

As a Mac user, all I can say is that this study is ridiculous. I'd explain why, but you're not smart enough to understand.

About the Author(s)

Mitch Wagner

California Bureau Chief, Light Reading

Mitch Wagner is California bureau chief for Light Reading.

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