We’ve all seen the laptop hunters in action over the past several weeks and though you may not have noticed it at first, these ads represent a significant shift in tactics. The new marketing campaign by Microsoft takes a much less passive aggressive stance than in the past, and for the first time, charges head on into their primary competitor. In the previous campaign which featured a diverse group of actors claiming to be PC’s, Apple is never specifically mentioned, but clearly if you’re not a Mac you’re a PC right?
Microsoft’s strategy up to this point has been to ignore Apple completely, and to never give them the satisfaction of being acknowledged publically as a valid alternative to Windows. This new campaign is much less subtle about the value of a PC when compared to a Mac, and it is not surprising that they have invoked a response from Apple as a result.
According to an Apple spokesman “The one thing that both Apple and Microsoft can agree on is that everyone thinks the Mac is cool. With its great designs and advanced software, nothing matches it at any price." So close, yet so far”. Certain publications such as BusinessWeek would also have us believe that Anti Virus software and Geek Squad visits will make up the price difference between a $699 HP & a $2,800 Mac, but we don’t buy that argument either. One thing is certain however; we can likely expect Apple’s next ad campaign to respond in kind, making this the start of a very interesting and public war between the two rivals.