PCs Less Dull in The UK?

Apple's Intel transition commercial stirred quite a wildfire for calling PCs 'dull little boxes', and has been received with mixed opinions from both Mac and PC users alike.

The controversy is unlikely to happen across the ocean however, as the UK version of the commercial does not make use of the dull word. It seems unlikely that Apple UK thinks PCs are less dull than their Stateside versions, however, this change is more likely due to the Advertising Standards Authority (ASA). The ASA has had previous issues with Apple ads before, particularly the G5 ad that was deemed to be misleading by claiming the machine was "the world's fastest, most powerful personal computer".

At the time, a couple of AMD fans begged to differ on that statement and the ASA agreed, and the add ended up being banned.

This time Apple is taking the cautious approach and the difference between the two voiceovers for the two versions of the commercial are significant.

"The Intel chip. For years it's been trapped inside PCs, inside dull little boxes, dutifully performing dull little tasks, when it could have been doing so much more. Starting today, the Intel chip will be set free and get to live life inside a Mac," the US version of the add reads.

"The Intel chip. For years it's only been inside PCs, dutifully doing all the things PCs were built to do. Starting today, the Intel chip will be set free and also get to do all the things Macs were built to do," reads the UK version.