Apple’s latest commercial, featuring its quirky team known as The Underdogs, takes a humorous yet critical look at a notorious moment in computing history: the infamous Blue Screen of Death (BSOD) incident that left 8.5 million Windows PCs incapacitated during a tradeshow. Released on October 7, 2025, the ad, titled ‘BSOD,’ captures the chaos that unfolded at Container Con on July 19, 2024, when a wave of BSODs brought the event to a standstill—except for those using Macs.
Not the Windows we know
This topic is certainly fertile ground for satire, and Apple’s choice to center the ad around the BSOD is understandable, given its historical significance. However, it raises the question: does this incident truly reflect the everyday experience of the billion users navigating the Windows ecosystem? The answer is a resounding no.
In recent years, the frequency of BSOD occurrences has dramatically decreased. Windows 10, which I have utilized extensively and still access on several home systems, has proven to be remarkably stable. My wife, who relies on it daily for her real estate business, hasn’t encountered a BSOD in ages, despite my role as her unofficial IT support.
Interestingly, Apple seems unaware that Microsoft is transitioning the BSOD to a Black Screen of Death, a change likely aimed at emphasizing the rarity of such failures. While the color shift may seem trivial—after all, it doesn’t even alter the acronym—it reflects a broader trend towards improved reliability in modern Windows systems.
It’s worth noting that while Apple’s Macs are often lauded for their stability and security, the BSOD has no direct counterpart in the Apple ecosystem. Historically, Macs have been less susceptible to viruses, allowing users to forgo antivirus software, a luxury that Windows users could only dream of amidst threats like the notorious ILOVEYOU virus.
However, modern Windows has made significant strides in security. With the built-in Defender system, users can enjoy a robust level of protection without needing third-party software, provided they keep it updated.
Some better targets
If Apple aimed to deliver a more pointed critique of Microsoft and Windows, there are certainly softer targets available than the BSOD. For instance, Microsoft is currently enforcing the End of Life (EOL) for Windows 10, primarily to encourage users to upgrade to Windows 11. Unfortunately, this transition is not seamless for all users, particularly those with older systems that lack the required TPM 2.0 support, even if they remain fully functional.
Moreover, Microsoft’s attempts to push features like Copilot or Edge onto users, along with its occasional forays into ad placements within the operating system, could serve as more relevant fodder for critique. The company’s sometimes sluggish response to longstanding bugs also presents a valid avenue for criticism.
While I found moments of humor in the ad and appreciated the accompanying music, it seems that Apple may have missed the mark with this particular campaign.
