Filed under: Analysis / Opinion, Apple Corporate, Hardware, Macbook Pro
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 $1K+ "premium" laptops at retail goes into Apple's pocket.
[Via Electronista]
![TUAW [Cafepress]](http://www.blogsmithmedia.com/www.tuaw.com/media/tuaw-cafepress-promo.png)
Reader Comments (Page 1 of 5)
Stephen Antonucci said 1:08PM on 7-24-2009
Funny how the video is using Soapbox, another Microsoft killer that FAILED! One look at the M$ financials show the ONLY sales they have for Windows is cheap netbooks that have plunged their profits. So keep up the Laptop Hunter ads, THEY ARE WORKING! HAHA
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Jordan said 2:04PM on 7-24-2009
You kind of left out the fact that Apple is also seeing hardware sales declines and that they only reason they are making money is because of the iPhone.
Just one resource of many:
http://blog.ziggytek.com/2009/07/16/apple-slips-to-5th-place-in-computer-sales-passed-by-toshiba/print/
Tony said 5:56PM on 7-24-2009
@Jordan - what you linked to was a story using outdated preliminary 2nd quarter results. In *actual* 3rd quarter results, Apple posted a 4% growth in Mac sales over the year ago quarter. They sold 2.6 million Macs during the last quarter. And for the record, Apple sold 2.2 million Macs in the 2nd quarter, which is almost double the 1.2 million the "preliminary" (read: wild-ass-guess) the market research firm had guessed in the article. So, no, Apple is not seeing hardware sales declines.
sammiller63 said 2:43PM on 7-25-2009
well jordan you left out the fact that Microsoft is just doing awesome lately right (sarcasm) your dumb kid, just bc apple went down one or two spots in the computer sales doesnt mean anything. Just remember the only thing they have done lately with them is drop the price. Windows blows and that girl is dumb not to get the Mac if she wants speed and good battery life. I mean the highest a macbook has is up to 8 hours and the highest for a pc is from 5-6 hours. heres your proof that Microsoft sucks:
http://current.com/items/90518129_microsoft-annual-sales-drop-for-first-time-in-history.htm
sammiller63 said 3:01PM on 7-25-2009
well jordan you left out the fact that Microsoft is just doing awesome lately right (sarcasm) your dumb kid, just bc apple went down one or two spots in the computer sales doesnt mean anything. Just remember the only thing they have done lately with them is drop the price. Windows blows and that girl is dumb not to get the Mac if she wants speed and good battery life. I mean the highest a macbook has is up to 8 hours and the highest for a pc is from 5-6 hours. heres your proof that Microsoft sucks:
http://current.com/items/90518129_microsoft-annual-sales-drop-for-first-time-in-history.htm
picasotriggerfish said 1:22PM on 7-24-2009
Um, you kind of left out the fact that the MBP 13 inch only has a
160gb HDD. The Dell XPS comes with a 320gb HDD. You have to pay an
extra $100 to get that in the MBP.
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picasotriggerfish said 1:26PM on 7-24-2009
Oh, and the Dell XPS also dropped in price to $799. So the MBP is over 50% more expensive for the same machine.
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soxneon said 1:27PM on 7-24-2009
The sun is slowly setting on the Microsoft empire. All they have left are these crappy netbooks and budget PC's. The industry is going mobile and Microsoft needs to get on the ship (that Apple seems to be building). This is what happens when you aren't progressive enough to adapt to a changing market. There will be more M$ Ads and more Palm-type cat and mouse games. It's lonely at the top.
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Jordan said 2:14PM on 7-24-2009
Do you know what kind of market share Microsoft has? Do you know that only like 1% of people read these stories, know these things, or really care. And that would be us on these blogs.
Microsoft isn't going anywhere anytime soon. You seem to have forgotten that Windows 7 isn't out yet and the majority of people haven't even seen it. Vista had a bad rep, the majority of people knew that. 7 is getting rave reviews from both users and tech sites, and the majority is yet to hear all that. Again, if you stick to these blogs it seems that everybody has becuase, again the minority - us - knows all about these things but the majority - everybody else in the world - does not.
Noah said 3:09PM on 7-24-2009
I read TUAW only because I use a Macbook Air.
I guarantee you that my father (64 yrs) watches more TV than he does browsing blog sites.
He sees that PCs are cheaper than Macs, and takes a look around at the financial climate... and decides that his next laptop will be a PC (and not a Mac).
The "I'm a Mac" ads basically say... PCs have problems, so buy a Mac (at a higher price point).
The "I'm a PC" ads basically say... Mac's are expensive. Period.
The PC ads are genius, and they are working.
sam j said 8:12PM on 7-25-2009
Has anyone put into account businesses and enterprises? That's owned by Microsoft, as all the other industrial computing is supported usually solely by windows. You can't use a mac in an international business.
Inginious said 1:35PM on 7-24-2009
...in the end, we, the consumers win!
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Matt said 1:36PM on 7-24-2009
I hate that commercial because the shoppers are so stupid. For example, she's starting law school, and mentions nothing about the requirements of the laptop for her particular school. Many law schools require special testing software to be installed on the laptops (like SoftTest by ExamSoft), which can only run in Windows (it can run via Boot Camp, but some institutions do not allow that). That's what makes me mad about all these ads - the customers seem have no idea what they are doing, yet somehow this is supposed to show why buying a PC is a good idea?
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Mark said 1:55PM on 7-24-2009
Agreed. The first thing that went thru my mind was 'she didn't add in the anti-virus software and an hour later she owned a brick.' They are appealing to the '*-Mart' mentality that cheaper is better. Nobody seems to look at total cost of ownership anymore.
cmsb55 said 1:36PM on 7-25-2009
@ Mark:
Just to let you know, there is a such thing as free virus software. I am currently using the free version of AVG (as I have been for the last several years) and have NEVER had a virus.
I don't understand your argument about cost of ownership either. I have had several Windows computers and I have never had any trouble with them. The cost of ownership for me has always been the price I originally paid for the computer.
Denisalexander23 said 1:35PM on 7-24-2009
Everbody knows that the the first generation iPhone and the iPhone 3g SUCKS, they are laggy devices with limited power on it's hardware, the 3gs is not that bad but still not great, I don't why so many people buy an iPhone without knowing the specs, I was hoping at least 512MB RAM and 1 Ghz processor like the new TOSHIBA TG01 and a 8 megapixels camera with flash like a Sony Ericsson and a Samsumg phone and a front camera like the xpheria X1 or the nokia n97, here people don't know about phones they just buy whatever they are thrownin their faces: iPhone.
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Nick said 1:39PM on 7-24-2009
Agreed on the processor bit. On my 3G it takes about 10 seconds for the Messages app to open. Some smartphone... My KRZR two years ago could open a text as fast as I could press the button. I have a love-hate relationship with it.
Mark said 1:43PM on 7-24-2009
Because the vast majority of people care about what the device does, not the hardware that does it. If you gave me any of the phones you list, I would throw it in the trash and keep my iPhone because it does what I want it to do.
brian said 1:47PM on 7-24-2009
So, you're complaining that the iPhone doesn't have the best features from THREE other phones? That's like saying you want a car with the mpg of a Prius, the space of an Explorer, and the speed if a Ferrari. Note to the universe: Apple is CRAZY PROFITABLE and doesn't care what you think. They're doing just fine without your suggestions, thankyouverymuch.
tcc3 said 5:10PM on 7-24-2009
If the hardware impacts what the device does (or how it handles) they do care.