Apple hardware changes alter Microsoft "Hunter" ads
While some of Microsoft's recent ad campaigns have fallen flat, like the Jerry Seinfeld and "I'm A PC" ads, the "PC Hunter" series has struck a chord with consumers and, it would seem, Apple. AdAge is reporting on the aftermath of Microsoft COO Kevin Turner gloating about getting a call from Apple's lawyers asking them to stop running the 'Laptop Hunters' Mom/Lauren ad because it inaccurately represented Apple's pricing. Guess what: Microsoft has since run an altered version of the ad.
In the original, Lauren (not that Lauren) is after a laptop with "...speed, portability and battery life for under $1,700." Here you go, Lauren. While shopping, she says, "This Mac is $2,000, and that's before adding anything." In the current version (see video after the break), she simply says "It seems like you're paying a lot for the brand," but mentions no actual price.
Lauren ends up with a 13-inch, $972 Dell XPS. When the ad began to run, Apple had not yet announced the 13-inch MacBook Pro, so the Dell was compared to the more expensive 15-inch model. Since then, Apple released the 13-inch MacBook Pro, which starts at $1,199. Hence Microsoft's having to alter the copy of the ad.
Of course, if you equip the XPS to match the 13-inch MBP, it eliminates nearly all cost difference as well as Apple-exclusive features like the 7-hour battery life. And, you know, Mac OS X.
There are two take-aways here. First, women named Lauren love PCs. Second, if you advertise that your stuff is all cheap crap, don't be surprised when your revenues drop 17%. Pricing sends a message that consumers hear loud and clear. The CDs in the discount bin at Sam Goody are no different than the full-priced ones, but consumers perceive them as less desirable. Small wonder, then, that nine out of every $10 spent on $1K+ "premium" laptops at retail goes into Apple's pocket.
[Via Electronista]
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While some of Microsoft's recent ad campaigns have fallen flat, like the Jerry Seinfeld and "I'm A PC" ads, the "PC Hunter" series has...
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The chick who wants to video edit should know better than to use a PC!
July 27 2009 at 1:19 PM Report abuse Permalink rate up rate down ReplyRight, because the MS COO got a call from Apple Legal.
Wait, says who? MS COO says.
Anyone else say? Nope, no-one.
Any evidence? Nope.
Any supporting testimony? Nope.
But MS COO say he got a call from Apple Legal? Close.
MS COO got a call and had a HUNCH it was Apple Legal? Bingo!
But he could not confirm it? Nope.
Is any blog that is reporting this phone call and "related" price movements actually making it clear that there is no evidence whatsoever that the call came from Apple Legal, and that the MS COO himself admits it is only a hunch that it was Apple Legal? Nope, sadly.
So how much is MicroShaft paying you, Jordan? I have never seen anything in an "I'm a Mac" ad that can be remotely characterized as "false."
There have been enough people who have done comparisons showing that Macs similarly equipped are almost always cheaper than PCs, so anybody who's still using that argument is simply lying. Also the "smaller target" theory about viruses (>500,000 Windows, ZERO OS X) is getting a little old, don't you think?
Notice how they sold that "computer-savvy" guy Giampaolo to pay extra for 4 GB of memory even though Windows can only use 3 GB of it? That's the kind of dishonest marketing that permeates the PC world.
Personally, I have a conscience, so even if OS X were as dysfunctional as Windows is and Windows actually worked, since spending a dollar that there's any chance even a penny of will go into Microsoft's pocket is a crime against humanity, I would never do it. If you're short of money, buy a used Mac. There's a vibrant market in them, you don't have to buy a fresh copy of the same OS, and won't have some bot come along the web and fry your computer because you're not the original purchaser.
It's not my place to tell somebody else what they want in their computing experience, or what their budget should be when buying a new computer.
From what I can tell of the "hunter" ads, they depict 3 kinds of people:
1. people who legitimately want something that Apple doesn't offer on the hardware (number pad, maybe media keys on the side of the case, whatever)
2. people who really can't afford $1000 for a laptop
3. people who assume that things that are cheap are just as good as things that are not cheap
For #1 and #2, I say, good for you, you should get a PC. I would not be satisfied with that kind of compromise, but it's your computer, not mine.
For #3, this is not even really a Mac/PC issue. If you pay less for a laptop, it may be "good enough" but generally not as good as something that costs more. Basically these ads are saying, "if you're like me and wouldn't know a megabyte from a gigabyte, just buy this one, it costs less!" If that's their demographic, why not? It's one Apple has repeatedly stated they don't want and won't bother designing hardware to cater to. They may remain a minority in market share, but as the recent figures have shown, they make tons of money off people who know a good product and are willing to pay for it.
oh boo hoo Apple....
how many of apple's ads drone on about false outdated information about windows os. It's really sad to see a company have no scruples, and be low enough to have your legal team ask to stop running an effective ad, after all the slamming ads that they ran the past 10 years? Stupid...
Blue screen of death? seriously? That hasn't been an issue for over 13 years....
let's talk about OS9 then, and the first few versions of OSX, - how delusional...
As a woman named Lauren, I object! :)
July 25 2009 at 10:40 AM Report abuse Permalink rate up rate down ReplyI actually like Vista.
Macs are only less susceptible to viruses and spyware because less people have Macs. A hacker is going to attack what affects the most people, not waste his time on the minority.
"The tables are turning," you say? No. You'll know the tables have turned when OS X comes with a free year of Norton.
Does everyone remember the boring clay colored PCs from years ago? Guess who changed the direction of PC design. Apple. I've owned Apples since they came out with that funky looking iMac back in 2001 or 2002 (it still works!!). I now own a 20" iMac with boot camp running VIsta if I need to run a Windows program. I prefer OS X and I absolutely love the fact that I am not prone to spyware and viruses. I essentially have two operating systems to choose from and I have to say, Vista is not bad at all. I don't know why so many people hate it. I have 4 gig of memory and I have a feeling too many people are trying to run Vista on machines not adequate to handle it. I know I paid a premium for the machine but I know it will give me many years of service. Apple hardware to me seems better, as I now have three Apples that are still working fine(the oldest being one from 1998). I have nothing against MS, but it is quite evident that Apple is eroding their market share because their commercials seem to show some level of desperation. You'd think they be happy with over 90% market share!!!!
July 25 2009 at 1:36 AM Report abuse Permalink rate up rate down ReplyLooks like the paid Microsoft trolls have arrived! Monkey boy will try anything at this point.
July 24 2009 at 9:07 PM Report abuse Permalink rate up rate down Replyi'm trying to figure out if it's all the same one of if they just all received the same talking points from the enderle group... :-P
July 25 2009 at 3:00 AM Report abuse Permalink rate up rate down ReplyMy primary laptop is a HP Pavilion HDX18t (with an 18.1" 1920x1050 LCD).
I purchased it for just under $1,000 (with an extra battery). That's about $1,500 LESS than a MBP similarly configured (but with a single battery).
You do the math.
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