Earlier this week at Microsoft's Worldwide Partner Conference, Microsoft COO Kevin Turner proudly recounted a phone call he received recently from Apple's legal department. Apple asked Microsoft to stop running its "Laptop Hunters" ads, which highlight the cost advantages of PCs over Macs, on the grounds that Apple recently lowered its prices. Unsurprisingly, this brought Turner no small measure of satisfaction.
"I did cartwheels down the hallway," Turner told chuckling WPC attendees.
Microsoft is now laughing at Apple's Vista-bashing in the "Get A Mac" advertising campaign, and "Laptop Hunters" sends a message that Microsoft channel partners agree with. However, some partners feel that Microsoft should have responded to Apple much earlier than it did.
"There isn't a Microsoft partner in the country who didn't feel discomfort while watching Apple's television ads," said Marc Harrison, president of Silicon East, a Microsoft solution provider in Manalapan, N.J. "Everyone wanted a strong response, and Microsoft gave them one. That doesn't directly affect the channel, but it does have a psychological impact on clients."
Microsoft's $300 million brand resuscitation campaign got off to a shaky start last year with the infamous spots featuring Bill Gates and Jerry Seinfeld, but "Laptop Hunters" appears to be having a much more positive impact.
BrandIndex, a U.K.-based market-research firm, conducted daily interviews with 5,000 people earlier this year and found that throughout the first quarter, most had a higher opinion of Apple's brand than they did of Microsoft's. But starting in early April when Microsoft launched its "Laptop Hunters" advertising campaign, the pendulum started swinging Microsoft's way.
The ball is now in Apple's court, and it'll have to come up with an innovative response to Microsoft to regain its position as the chief aggressor in this battle. One Apple solution provider is confident that Apple will take aim at Microsoft's claims that PCs are cheaper and offer better value.
"I think Apple is upset because Microsoft is saying that all Macs are more expensive than all Windows laptops, and that's simply not true," said Nick Gold, senior account executive at Chesapeake Systems, a Baltimore, Md.-based Apple specialist.
- Juniper Honors 12 Americas Partners
- Facebook And Four More Web Sites We Love To Hate
- Cisco Honors Top Partners During 2010 Partner Summit
- HP Salutes Top Partners At APC 2010 Award Show
- Upclose And Personal With AMD And friends
- Will Oracle's Phillips' Affair Revelation Be A Distraction?
- Apple, Microsoft Unlikely Allies Against Google
- HP-Microsoft Cloud Partnership Needs To Show Us The Goods
- Blog: It's Time For A Cybercrime Public Service Announcement
- Nortel Sell-Off Continues: Ethernet Business To Ciena?
- Want To Deploy Exchange 2007 SP2 In A Server 2008 R2 Domain? Sorry
- Apple Improves iTunes 9 With Syncing, Visual Enhancements
- Oracle Ad Refutes Sun Hardware Fears
- U.S. Copyright Chief Rips Google Book Deal In Testimony
- Apple Slashes iPod Price Tags
- Price Is Right? Asus To Launch Low-Cost E-Reader
- Microsoft Xbox 360 Consoles Fail More Often Than Wii, PS3
- Privacy Group To Congress: Stop Online Advertisers In Their Tracks
- Microsoft, Intel Tout Their Collaboration On Windows 7
- Tech Data Adds Integration Services With New Center