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|NEXT STORY »

Microsoft Ad Campaign Gets Under Apple's Skin

Laptop-browsing spot may be boosting Microsoft's 'value perception'

By Matt Cantor| Posted Jul 16, 09 2:15 PM CDT|

(Newser) – Apple demanded Microsoft ditch TV ads featuring shoppers mulling the relative value of PCs and Macs, CNET reports. In the ads, which Microsoft’s chief operating officer calls “completely unscripted,” shoppers get to keep money they save by choosing a PC over a Mac. “We got a call from the Apple legal department,” Kevin Turner told conference attendees this week, “saying, ‘Hey, you need to stop running those ads, we lowered our prices.’”

“They took like $100 off or something. It was the greatest single phone call in the history that I've ever taken in business,” Turner said to applause, according to Microsoft’s transcript. “We're just going to keep running them and running them and running them.” Reports suggest that since the "Laptop Hunters" ads first appeared, Microsoft’s “value perception” has climbed while Apple’s has dropped.

[Images (2)]

[Videos (1)]

Apple CEO Steve Jobs gestures during an iPhone announcement at Apple headquarters in Cupertino, Calif., Thursday, March 6, 2008. (AP Photo/Paul Sakuma)

A frame-grab from the ad campaign. (YouTube)

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48 comments

VIEWING:

Alexandria
Jul 16, 09 2:18 PM CDT

But Apple has commercials that aren't so kind to PCs either. Either way, I love my MacBook, more than any other computer I've had. Reply

IN RESPONSE:

wwwonderer
Jul 16, 09 3:08 PM CDT

That's my thing. It's OK for Apple to market the G5 as "the fastest computer in the world"? It's ok for Apple to have their I'm-a-Mac-and-I'm-a-PC commercials, where they REGULAR try to make PC USERS look like pencil-pushing, number-chrunching geeks? But when Windows says "Hey for $700 you Mac choices are this and your Windows choices are this", that's unfair? Really?

IN RESPONSE:

Ioptout
Jul 16, 09 3:47 PM CDT

With as much money 1 as apple computer costs, I could build 2 PC's with better system specs... Apple offers thinner designs (whilst not being the lightest pc) for a price 3-4 times to that of a pc. Apple's are for uninformed people who got caught up in a trend. There is no argument. I am not a PC guy because I just saw a pretty color or a cool design, I need power and lots of it. Cheap+Power= SMART

IN RESPONSE:

Alexandria
Jul 17, 09 2:34 PM CDT

I'm uninformed because I have an Apple computer? Oh..ok.

-1

| 0 minutes ago

2-bits
Jul 16, 09 2:18 PM CDT

I don't see how anyone could claim with a straight face that Apple computers are not overpriced, considering the hardware you get. Reply

+10

IN RESPONSE:

godawgs
Jul 16, 09 2:21 PM CDT

they are not that bad, you get what you pay for. I bought a MacBook two years ago and it still runs like new, I finally got so pissed at the Windows box that I just turned it off.

IN RESPONSE:

wwwonderer
Jul 16, 09 2:49 PM CDT

The price point was a MAJOR factor 10 years ago. While Macs are still overpriced compared to a comparable PC, this price isn't as bad. But STILL a factor, especially in this economy. Face it luxury brands, the American class system can't sustain this any longer. *eyeballs Starbuck's*

-1

| 0 minutes ago

Reader65069154
Jul 16, 09 2:19 PM CDT

As much as I disdain Microsoft, I have to admit, their marketing finally figured out where they compete best with Macs - Price. Reply

IN RESPONSE:

Unaffiliated
Jul 16, 09 2:23 PM CDT

FINALLY, indeed.

| 0 minutes ago

godawgs
Jul 16, 09 2:20 PM CDT

these don't show that the operating system is any better it just shows what POS you can run windows on. Apple should run an add comparing the upgrade costs to Vista or 7 and that of upgrading from 10.5-10.6 for Apple ($26 for that upgrade) and lets see how that works out. Reply

-2

IN RESPONSE:

Cegorach
Jul 16, 09 2:40 PM CDT

it just shows what POS you can run windows on." You say that like its a bad thing. You can run a Windows box on an old computer and have it run nicely. And (shock) you can upgrade the hardware extremely easily and cheaply. Now, i forget... can you do that with a Mac?

IN RESPONSE:

wwwonderer
Jul 16, 09 2:57 PM CDT

I know PLENTY of people running Windows on a Mac Pro. If anything, that has HELPED Apple. Upgrade costs? Like wanting to put in a more powerful chip on my motherboard. Like putting whatever brand of optical drive I want? You mean NOT have to buy an Apple one-button mouse? Let's so you put together your own Mac, with the components you WANT in there, and THEN let's talk about upgrade costs. Again the costs are getting better, but let's not be unrealistic.

IN RESPONSE:

godawgs
Jul 16, 09 3:58 PM CDT

7ru7h how did that upgrade to a Vista Ready computer go?

-1

IN RESPONSE:

Ioptout
Jul 16, 09 4:02 PM CDT

Upgrading 10.5-10.6 is not the same as from Windows XP to Vista. It's like upgrading (In apple language) OS9 to OSX. Now as for all the upgrades to on windows are FREE. Not to mention the operating system is FREE ALL OVER THE INTERNET. ---------- *On a separate note*-- I own several apple computers *my uncle owns a computer repair shop* OSX is really hard on processing speed....

IN RESPONSE:

Cegorach
Jul 16, 09 7:48 PM CDT

@godawgs - it was quite cheap actually... i bought my computer about 3 years ago for about $700-800, and it can run vista just fine, so there were no upgrades... the only upgrades i have done were ones i chose to do, such as a new graphics card

IN RESPONSE:

drgonzo12321
Jul 19, 09 2:07 PM CDT

Linux bitches - I can't stand Windows, and OSX is nice, but you can get the same eye candy for FREE by picking up Ubuntu. I don't know why anyone would pay for Vista or Windows 7 ...

IN RESPONSE:

westonism
Jul 19, 09 3:46 PM CDT

Vista and 7 are major updates (as in a complete new OS) 10.5 to 10.6 is a bug fix, not a major upgrade. It's comparing apples and oranges. Microsoft doesn't charge for incremental updates.

| 0 minutes ago

Rob
Jul 16, 09 2:21 PM CDT

Apple needs to grow up and ditch their "holier-than-thou" attitude. Reply

IN RESPONSE:

wwwonderer
Jul 16, 09 2:59 PM CDT

I think you mean elitist attitude. Mac owners are MUCH MORE superior than PC owners. *roll eyes*

| 0 minutes ago

Rob
Jul 16, 09 2:24 PM CDT

Apple runs proprietary software on proprietary hardware. That’s not a great achieve. Windows runs on many machines from many manufacturers and of all different qualities. I tend to admire the versatility of Microsoft over the protectionism of Apple, but I know it’s a personal choice. Reply

IN RESPONSE:

partialobserver
Jul 16, 09 2:36 PM CDT

I might have agreed with that statement a few years ago, but with all the open source software being released on both platforms, and the fact that you can run any windows OS on a mac machine, I would hardly call their strategies protectionist. Of course, when it comes to accessories, windows takes the cake by a long shot.

-1

IN RESPONSE:

Reader65069154
Jul 16, 09 2:41 PM CDT

I've always thought that running Windows on a Mac machine was something of an embarrassment for Mac. While it has a certain cool factor, what is the point of paying (roughly) twice the cost for the hardware to run the same OS?

IN RESPONSE:

Cegorach
Jul 16, 09 2:43 PM CDT

@partial - you just proved robs point. Windows can run on anything. What he was trying to say is that Apple's protectionist policies stop people from installing a Mac OS on a non-Mac computer.

IN RESPONSE:

Ioptout
Jul 16, 09 4:05 PM CDT

I have installed the Apple OSX on a PC. It took a lot of reading but was relatively easy.

IN RESPONSE:

Cegorach
Jul 16, 09 7:51 PM CDT

@loptout - I know that can be done, hell, I have seen the articles online to make a hackintosh, but it really isn't worth it imho... if i want to run a non-windows box, I'd rather throw a copy of linux on my computer than have to spend the money on OSX, which i doesn't add anything I don't already have or want... if you are going to go with a *nix box, go linux, not mac

| 0 minutes ago

Ucantusethatname
Jul 16, 09 2:33 PM CDT

Unquestionably, Mac computers are excellent. I have never bought one because Mac charges several hundred dollars more for a machine with the same hardware found on a PC. Before RAM prices dropped, I would have paid $500 more for a Mac than a PC to have the same amount of RAM. If Mac wants my dollars, price your products coompetitively with PCs, and don't overcharge for RAM or other hardware. Reply

| 0 minutes ago

2-bits
Jul 16, 09 2:48 PM CDT

I see from some of these comments that Microsoft has further spread the notion that Windows == PC. If you throw Linux into the mix you start knocking about $150 dollars in license fees off the cost of a new PC. I'm telling you guys, you're not getting your money's worth. The Mac OS X platform is solid, but it can be made to run on other computers. All you're really paying for is the shiny case, which I admit is pretty neat. If you don't believe me, compare the specs on, say the HP e91150t and the top level iMac on apples website. You get MUCH better hardware for less than half the price. And you still have $1300 left over to buy a monitor, and let me tell you, you can buy a pretty frigging nice monitor for that kind of money. Reply

IN RESPONSE:

Ioptout
Jul 16, 09 4:05 PM CDT

Well said, my man.

IN RESPONSE:

drgonzo12321
Jul 19, 09 2:10 PM CDT

HP sucks ass thought. I would rather just build the damn thing, and by the hardware I want over time, but I agree with your point.

| 0 minutes ago

embersyc
Jul 16, 09 2:56 PM CDT

As a graphic designer/programmer I have to deal with both Macs and PCs on a regular basis. Both have there fair share of issues believe me and when stuff starts going wrong on a Mac you're pretty much forced to call tech support where as I can fix 99% of PC problems without assistance. Reply

IN RESPONSE:

wwwonderer
Jul 16, 09 3:05 PM CDT

This has always been the case. I too have been in the Graphics/DTP/Web biz for over 15 years. Both are great systems. The TRUE key is to find the software you want to run and get a machine that runs it. A big deal 10 years ago if you want Photoshop or Quark, not so much now. And yes, a Mac can crash. the real problem there is the Apple marketing of "it just works" makes many believe they don't have to understand or adhere to good computing principles. It's like saying XYZ brand of cars never get into accidents, so I don't have to learn how to drive properly. That is the deception to me about Apple marketing.

| 0 minutes ago

Nwambe
Jul 16, 09 3:27 PM CDT

Really? I've had a Mac for a few years now, and whenever stuff goes wrong, I'm a click or two away from finding out how to fix it on a website. Mac OS is, after all, just a fancy Unix shell. I had a PC, as I was at one point a programmer, but got so ultimately frustrated with the number of things I had to go through that I stopped using it - I remember upgrading from Windows XP SP1 to SP2 on a two-year-old computer and my WiFi card and mouse driver stopped working. ARGH Also, for note: You can hook up any mouse to a Mac, it's no longer a one-button system. Reply

| 0 minutes ago

Mr.C
Jul 16, 09 3:48 PM CDT

There are compromises between price and OS: ==== http://www.blogcdn.com/www.engadget.com/media/2008/06/hackintosh.jpg ========= http://lifehacker.com/348653/install-os-x-on-your-hackintosh-pc-no-hacking-required Reply

| 0 minutes ago

TRU2TM3
Jul 16, 09 4:00 PM CDT

My PC, an ugly sandbox, but with endless possibilities. My Mac, a beautiful glass house with great views, but no exit. Reply

| 0 minutes ago

Answers
Jul 16, 09 4:46 PM CDT

Yeh but what they don't tell you is that the long term cost of owning a PC will outweigh some of the most expensive macs. Its the same tactic that car dealers have taken, they compare initial quality of a kia to a BMW... really? Are consumers that stupid.. Reply

-1

IN RESPONSE:

2-bits
Jul 16, 09 4:59 PM CDT

PC != Windows. And the cost is not all that high, srsly.

-1

IN RESPONSE:

Ioptout
Jul 16, 09 6:10 PM CDT

You are uninformed my sir.

IN RESPONSE:

westonism
Jul 17, 09 4:50 PM CDT

Just curious how you quantify that statement? What costs are you specifically addressing? I've owned just about every OS out there, from the Apple II to Commodore Amiga, all the way to Linux and Vista Ultimate. I just don't see it. I repair and upgrade computers for a living and no one has ever been able to justify a statement like that.

| 0 minutes ago

Bryanw55
Jul 16, 09 4:46 PM CDT

I like both machines, but it sure feels good to see that smarmy Mac guy on the commercial get a slap-down for a change. The first one was funny. The rest-not so much. Reply

| 0 minutes ago

JayJay
Jul 16, 09 5:00 PM CDT

i liked that commercial, it can honestly kill what apple has been doin to microsoft for the past few years with there commericial... in these times... microsoft has apple completely owned with this piece of work. Reply

| 0 minutes ago

westonism
Jul 16, 09 9:35 PM CDT

I think we should burn those bastards at Microsoft. I mean did they think they could get away with building a popular product, and having a successful business model? They should know better than to try pulling that in the United States! Reply

| 0 minutes ago

NewserScooter
Jul 17, 09 12:09 AM CDT

However Macs do rule. They run faster. cleaner and are a better long term investment. The mating of the software to the hardware is the advantage. What Windows does is cool, but not elegant. You get what you pay for. The mere fact the Apple is growing market share at a higher cost point shows that a lot of folks think its worth it. Reply

-1

IN RESPONSE:

Ioptout
Jul 17, 09 11:28 AM CDT

Nothing apple does is elegant. You work for apple and are an idiot.

IN RESPONSE:

Alexandria
Jul 17, 09 2:39 PM CDT

loptout- you're acting like a child because someone likes a different kind of computer than you do, grow up. It's a matter of opinion.

IN RESPONSE:

Brit11
Jul 17, 09 1:41 PM CDT

Did you really had to be that immature? It's just a conversation about the difference between windows and apple. One may be better than the other in people's minds, but do you think it makes you sound better to bring things like that into a conversation?

IN RESPONSE:

drgonzo12321
Jul 19, 09 2:17 PM CDT

Does he really have AIDS? Or is this like that South Park episode where Jared had assistants? I do believe he has assistants, but why on earth would he not want assistants? He's rich and I am sure he has quite a bit of delegation to do. Now, if its the HIV that he has, then I would imagine he would be pissed. But then again he has money, and that could go along way in making the HIV not so bad. So, in conclusion, I don't see why Steve Jobs would be angry at having AIDS, or aides, and your post is irrelevant.

| 0 minutes ago

TerrifiedCitizen
Jul 17, 09 11:46 AM CDT

Looks like the Apple Core can sling it, but can't stand taking it. Reply

IN RESPONSE:

mazimoyo
Jul 17, 09 5:34 PM CDT

Really? Have not seen much thrown here. People who buy by price first get what they pay for. Those who spend more and are happy about it, good for them. Big deal otherwise. We can't live with two or three operating systems? There really has to be a winner? Wow!

| 0 minutes ago

View all 48 comments »

retail • Microsoft • shopping • Apple • commercials • laptop • ad campaign • MacBook • notebooks • comparison shopping • Kevin Turner

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Microsoft Ad Campaign Gets Under Apple's Skin

Laptop-browsing spot may be boosting Microsoft's 'value perception'

[Images (2)]

[Videos (1)]

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After Apple Gripe

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Microsoft Ad Campaign Gets Under Apple's Skin

Laptop-browsing spot may be boosting Microsoft's 'value perception'

[Images (2)]

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Related Newser Stories

Laptop Hunter Ads Tweaked After Apple Gripe

MORE ABOUT: Microsoft • advertising • Apple • laptop • consumer electronics • advertising campaign

tech review

Sealed-Battery Macs Earn High Marks

Batteries can't be replaced, but few do so anyway

MORE ABOUT: Walt Mossberg • Apple • battery • laptop • tech review • MacBook Pro • MacBook • notebooks

Guess Who's Taking On the Apple Store?

Microsoft hires Wal-Mart guru for new retail effort

MORE ABOUT: retail • Microsoft • Apple • Microsoft Windows • Xbox 360

retail • Microsoft • shopping • Apple • commercials • laptop • ad campaign • MacBook • notebooks • comparison shopping • Kevin Turner

MOST POPULAR STORIES

[ By Views ]

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from our news partners

Associated Press

About

Help

Tools

Site Maps

What is Newser?

Laptop Hunter Ads Tweaked
After Apple Gripe

MORE ABOUT:
Microsoft • advertising • Apple • laptop • consumer electronics • advertising campaign

Sealed-Battery Macs
Earn High Marks

MORE ABOUT:
Walt Mossberg • Apple • battery • laptop • tech review • MacBook Pro • MacBook • notebooks

Guess Who's Taking On
the Apple Store?

Microsoft hires Wal-Mart guru
for new retail effort

MORE ABOUT:
retail • Microsoft • Apple • Microsoft Windows • Xbox 360