Editing MacOS (section)

=== Promotion ===
As a device company, Apple has mostly promoted macOS to sell Macs, with promotion of macOS updates focused on existing users, promotion at [[Apple Store]] and other retail partners, or through events for developers. In larger scale advertising campaigns, Apple specifically promoted macOS as better for handling media and other home-user applications, and [[Get a Mac#North American campaign|comparing]] Mac OS X (especially versions Tiger and Leopard) with the heavy criticism [[Microsoft]] received for the long-awaited [[Windows Vista]] operating system.<ref name="Apple's Get a Mac campaign">{{Cite web |last=Nudd |first=Tim |title=Apple's Get a Mac campaign |url=https://www.adweek.com/adfreak/apples-get-mac-complete-campaign-130552 |url-status=live |archive-url=https://web.archive.org/web/20111005151923/https://www.adweek.com/adfreak/apples-get-mac-complete-campaign-130552 |archive-date=October 5, 2011 |access-date=2 December 2015 |website=AdWeek |date=April 13, 2011 |df=mdy-all}}</ref><ref name="Apple tweaks Microsoft over Vista ad spending">{{Cite web |last=Arthur |first=Charles |date=October 23, 2008 |title=Apple tweaks Microsoft over Vista ad spending |url=https://www.theguardian.com/technology/blog/2008/oct/23/apple-microsoft-vista-advertising |url-status=live |archive-url=https://web.archive.org/web/20151208072749/https://www.theguardian.com/technology/blog/2008/oct/23/apple-microsoft-vista-advertising |archive-date=December 8, 2015 |access-date=2 December 2015 |website=[[The Guardian]] |df=mdy-all}}</ref>