Filed under: Analysis / Opinion, Apple Corporate, Apple
We get it, Windows means cheap hardware
Microsoft's latest advertising campaign, while more stimulating than the Seinfeld/Gates spots, has one goal and one goal only: sell PCs. Microsoft's endgame, it seems, is to persuade people into purchasing Windows-running PCs by leveraging the fact that Macs are more expensive than PCs.
I'm not going to get into this argument because a) it's been done before, and b) the answer always comes out with just a little bias. In my opinion, the hardware comes out costing the same (with negligible differences) no matter how you run the numbers. What I would rather discuss is how Microsoft is making its attack and what it is actually doing to help Apple.
Let's first focus on what Microsoft is not doing. Microsoft, as you will notice if you have watched any of the commercials, is not talking about Windows, at all. This is interesting given the fact that Microsoft is a software company first and foremost. It is also interesting when taking into consideration that Apple's wildly popular "I'm a Mac" campaign knocked Windows' flaws and shortcomings without holding anything back. Windows Vista is capable of some pretty impressive stuff and Microsoft is not touting any of it.
Windows and OS X are very similar in terms of what they allow users to accomplish and yet, in many ways, they are very different in how they allow users to accomplish varying tasks. I'm not saying that one OS is necessarily "better" than the other (at least not now, I'll say that later). The two camps are different, though, and it is surprising to see Microsoft not point out the areas in which Windows is (or is perceived to be) better than OS X.
However, what Microsoft is throwing some pretty hard punches by pointing out one glaring fact: Macs are not inexpensive. This is not to say that Macs are too expensive; I'm not going to get into this argument. What I will say, however, is that the numbers are close. Maybe not exact, but close enough. Given that Macs are not too expensive, nor are they inexpensive, what we are left with is a solid piece of hardware at just the right cost. Windows-running PCs, on the other hand, come in all sorts of shapes, sizes, colors and, what Microsoft is hanging its hat on, prices. If you have given any thought to purchasing a Mac, or already have one, or three, then you know that Apple is not too keen on catering to the bargain-bin shoppers. Apple will tell you this is about overall experience and not releasing a product that is incapable of delivering the promise of excellence.
The problem is that while Microsoft is pointing out how "expensive" Macs are, they are also doing a little promoting for Apple. Microsoft's "real" people featured in these commercials often make comments that actually say something positive about their competition. According to the campaign, Apple's computers are "sexy" computers for "cool" people. I couldn't have said it better myself, and neither could Apple spokesman Bill Evans who told Macworld: "A PC is no bargain when it doesn't do what you want. 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." I am glad that Microsoft is admitting the facts.
Another fact that Microsoft is promoting for Apple is that Macintosh is a premium brand. In the same way that one can purchase a well-equipped Honda Accord for the same price as an entry-level BMW 3-series, one can also purchase a PC or Mac for about the same price. Microsoft's strategy, then, is to point out that Apple makes premium, quality computers, while Windows can be purchased to "run" on just about anycheap inexpensive computer.
I'm not going to answer the question as to whether Microsoft's campaign is a bad one, but what I am saying is that I think Microsoft can do better.
Windows and OS X are very similar in terms of what they allow users to accomplish and yet, in many ways, they are very different in how they allow users to accomplish varying tasks. I'm not saying that one OS is necessarily "better" than the other (at least not now, I'll say that later). The two camps are different, though, and it is surprising to see Microsoft not point out the areas in which Windows is (or is perceived to be) better than OS X.
However, what Microsoft is throwing some pretty hard punches by pointing out one glaring fact: Macs are not inexpensive. This is not to say that Macs are too expensive; I'm not going to get into this argument. What I will say, however, is that the numbers are close. Maybe not exact, but close enough. Given that Macs are not too expensive, nor are they inexpensive, what we are left with is a solid piece of hardware at just the right cost. Windows-running PCs, on the other hand, come in all sorts of shapes, sizes, colors and, what Microsoft is hanging its hat on, prices. If you have given any thought to purchasing a Mac, or already have one, or three, then you know that Apple is not too keen on catering to the bargain-bin shoppers. Apple will tell you this is about overall experience and not releasing a product that is incapable of delivering the promise of excellence.
The problem is that while Microsoft is pointing out how "expensive" Macs are, they are also doing a little promoting for Apple. Microsoft's "real" people featured in these commercials often make comments that actually say something positive about their competition. According to the campaign, Apple's computers are "sexy" computers for "cool" people. I couldn't have said it better myself, and neither could Apple spokesman Bill Evans who told Macworld: "A PC is no bargain when it doesn't do what you want. 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." I am glad that Microsoft is admitting the facts.
Another fact that Microsoft is promoting for Apple is that Macintosh is a premium brand. In the same way that one can purchase a well-equipped Honda Accord for the same price as an entry-level BMW 3-series, one can also purchase a PC or Mac for about the same price. Microsoft's strategy, then, is to point out that Apple makes premium, quality computers, while Windows can be purchased to "run" on just about any
I'm not going to answer the question as to whether Microsoft's campaign is a bad one, but what I am saying is that I think Microsoft can do better.
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Reader Comments (Page 1 of 4)
Joe V. said 10:20AM on 5-18-2009
This was entirely too reasonable and even-handed for a Mac blog. More shrill, drooling fanboyism in the future, please.
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Joseph said 1:33AM on 5-19-2009
OK, you asked for it. I would love to see an apple ad where the indian based tech support reads from a piece of paper their tech support script in their best american accent, despite clearly being from india.
Yaschan said 10:35AM on 5-18-2009
I agree with you. With that much of budget and being the world's largest software company, they should definably get out of their shell. Good point on showing some of the Vista. How about showing how people can sync their Zune wirelessly, etc?
They are missing big chance. They should proudly be in the market where they are and not to try to respond on Apple's campaign.
Instead of choosing the cheapest PC , I think they should choose the other end. Think Sony VAIO for example? The machine expensive as what and runs usually Windows out of the box. Herein Japan people used to buy it here in Japan like there was no tomorrow (Ok, the tomorrow came, and Sony's in trouble) but anyway, I think Microsoft should make advertisement where they proudly stand where they stand. They are the market leader what comes to most common operating systems. They shouldn't be shy about it.
Personally I am Apple fan and use only Macs for work, but I have no problem running XP occasionally under Parallels (for solitaire's sake lol)
Anyway, great article, as usual!
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jonathan said 10:41AM on 5-18-2009
i just love the new get a mac ad. especially the 'Elimination' one. not only does it point out the flaws of windows but it goes beyond that. when the pc leaves the screen, mac guy introduces himself as mac, and she introduces herself as "A Megan". she's not a pc or mac shes a damn individual. a megan. i love that part.
she didnt say, well i guess im a mac too. great work by the ad agency.
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ianlive said 5:18PM on 5-18-2009
I agree Jonathan. Best part of that or any other of their ads. Mac just stands there, cool and collected sort of saying "Hey, this is who I am. If you're looking for a computer like me, them I'm pleased to meet you". I find it dissapointing when people or companies try to be all things to all people. Macs aren't for everyone. Let MS try to please all of the people all of, no, some, wait,... part of the time? Oh well.
Josh said 10:40AM on 5-18-2009
great job pointing this out...I agree that microsoft always seems to be on the defensive rather than the offensive...not that I care too much seeing that Im a Mac guys, but it just makes them look pathetic and makes me wonder how they got to be so big...Good insight though.
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kiwamura said 11:09PM on 5-18-2009
Microsoft is being "Reactive" rather than "Proactive" as it seems. I love technologies, softwares, gadgets and all OS'es since i've used all OS-8/9/x, Win95 to Vista, Unix and Linux. Each has its speciality for certain environments. I have a Mac Mini at home, Use a Vista machine in the office and love playing around with a Linux or Unix machine.
Microsoft has an excellent solution for the office environment which they should acknowledge more. Imagine trying to use Mail in OSX for office use (ever done a email message recall in OSX's mail? .. thought so).
At home Macs are probably a good bet since it's easier to use out of the box (trust me, i have used all versions of windows - out of the box Vista requires a lot of looking around) and XP will be discontinued soon. Plus you can always go Windows on a Mac but can't do Mac on a Windows - on the same Hard drive that is.
Microsoft should acknowledge more on its software - even OSX has MS Office go figure. Maybe do a "In your face ads like - we have more games than macs". MS also have very good ergonomic peripherals like keyboards and mouse which Apple obviously don't get.
Apple's good traits have been reinventing technologies and processes which other manufacturers needs to re-think and "think outside the box" for once. So far they have been copying technologies and never rethink the product and make it easir for consumers like us to use everyday. Most PC laptops nowadays uses HDMI, not everyone who purchase a laptop can afford a HDMI flat screen TV that costs more than a laptop - sorry on my side of the country it is expensive. Why not adopt Apple's freeno-license required "MiniDisplay port". They have created and/or used technologies that all of us take granted for e.g mouse and trackpad (in laptops) heck windows (WIMP) concept itself was realised by apple when it took the GUI OS design from Xerox.
No product is flawless nor perfect, there's always room for improvement. Rather than pointing out other's weakness/flaws, why not improve on oneself 1st and Steve Ballmer is an example of that - always dissing out competitors and pointing out their mistakes in competitor's products. Even saying Vista is a good product only admitting later that it's a mistake that shouldn't have happened. Then again mistakes are good if you learn from it hence Windows 7.
I have very little respect for Steve Balmer for dissing competitors - always respect your competitors and/or enemies..you'll never know what you can learn. I've never heard Bill Gates diss Apple or other competitor before - maybe not indirectly. Forget about Macs pricing or Cheap PCs in the end it's all about usability. What do you use your PC/Mac for today?
Joey said 10:46AM on 5-18-2009
MSFT's campaign is a good one. I am a long time Mac fan and every time I see one of those laptop hunter commercials I cringe because they are effective in making PC's look more affordable and that is often the sticking point when trying to convince long time PC's users to buy a Mac. However I am confident this advantage will not last long, Macs get more affordable every new generation.
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beans said 11:05AM on 5-18-2009
to add to this point, Microsoft doesn't have to "do better" as Aron expects them to. The commercials cater to a certain demographic that isn't as tech savvy as many of us who complain about the commercials are. When we see some supposed film creator or whatever put down a computer with solid video editing software OTB for only having 2gb of ram (and not because of a software issue or input connections...ram is cheap lady, and easily upgradable, you idiot...) we automatically dismiss her for not knowing what she's talking about. General public on the other hand will be like, "dur...only 2gb! I need more!" Their campaign is great because it will reach many who aren't techies. I, on the other hand, wouldn't buy a laptop based on the fact that it can play blurays because I know that a tiny screen won't do the movies justice...and itunes is doing hd now, right? I know better, but many don't. (Before people get on my case about comparing a bluray to an itunes HD download, I'm looking at it like this: do you seriously think someone who would buy a laptop as their bluray player honestly be able to distinguish the quality between the two? just saying...) Just like how apple is appealing to the "cool and sexy" people, microsoft is doing the best it can to appeal to the frugal.
But seriously, we get it already...how about you wait until MS puts out another commercial before you blog another complaint?
mabhatter said 1:24PM on 5-18-2009
The also cater to the large undercurrent of "hackintosh" modders. There are a lot of Apple Fans that like Apple but don't like Apple's way of picking more expensive hardware than needed to do the job the user NEEDS.
A PERFECT example of what these commercials are hitting at was when Apple released the Unibody Macbooks with good integrated graphics, but you couldn't have firewire at that price because Apple decided those users didn't need firewire at that price and left no way for $1299 users to GET it (no Express card either!). For 4 months everybody who wanted Nvidia + firewire was pushed into the $1999 laptop group!!! until finally Apple "rescinded" their decision and was gracious enough to release the low-cpu "whitebook" with all the same ports and Nvidia graphics. That kind of heavy-handed, Daddy Jobs knows best is what Microsoft's trying to address, but they're not quite asking the right question.
ianlive said 5:30PM on 5-18-2009
@mabhatter. The unobodies have never had integrated graphics, always seperate discrete cards and the white plastic model with FireWire has been on sale since day one of the unibody launch. It is just a cary over from the older Macbook line.
Stephen Lang said 7:21PM on 5-18-2009
@ianlive,
The Nvidia 9400m seems to be considered an integrated/onboard GPU. Granted the line seems blurrier than before...
Stephen Lang said 7:26PM on 5-18-2009
Replying to myself, actually the 9400m is a integrated GPU that uses system memory. So while it's better than previous Intel integrated graphics, it's still pretty clearly integrated graphics.
Galley said 10:46AM on 5-18-2009
Along those lines, Apple needs to do a better job at promoting iLife and iWork in their commercials.
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Yaschan said 11:09AM on 5-18-2009
That's good point.
Aron Trimble said 11:23AM on 5-18-2009
I agree, you make a good point. Now that people have seen the "Get a Mac" ads poke fun on Windows; it would be good to start actually showing some of the neat things that OS X can do.
They do this already with iPhone and I think it has been wildly successful. An iLife commercial featuring face-detection would be a huge hit.
Miguelitosd said 6:45PM on 5-18-2009
@Aron Trimble
They already made that commercial.. it's the one called stacks on their commercial page.
Showing someone doing a DVD or something ala that MS commercial with the little girl doing some photo stuff and mailing it would be a good idea to show iLife though.
Mcwop said 2:14PM on 5-18-2009
I will say this. MSFT could make a much more impactful ad, especially in the netbook space. I am an AAPL fanboy, but for the first time considering something else. I need a backup to my 17" PB, and teh Dell mini 10, or HP MIni. I would not get Windows on either of those, but Ubuntu Linux or the HP Mi Linux OS. I can configure either of those 2 for about $600 less than a Macbook. Not an equal comparison, but these netbooks would get most of the basics done.
For the first time, in teh lower end market, APPL might have a bit of weakness. Now I am going to wait to WWDC to see if a iTablet appears, as that would be ideal. Though, I am not sure I want to hold my breath.
MSFT would be better to give advertising money to HP or Dell, but they really cannot becuase they would alienate all the others. I see the next 6 months being very interesting in the hardware space. AAPL is well positioned, but does have a hole in their lineup. We will see if that hole is filled - I do not think AAPL should poo-poo the netbook space..
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Eric Warnke said 10:53AM on 5-18-2009
BMW 3 series starts several thousand higher than the Honda Accord with every option. Maybe you were thinking the 1 series?
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Aron Trimble said 11:10AM on 5-18-2009
Actually, you can option an Accord sedan up to $35k and the BMW 328i starts at $33k.