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Microsoft wants buyers to 'do the math' and select a netbook over a MacBook Air

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As Ronald Reagan once famously said, "There you go again." Microsoft has unleashed some new ads in Canada that suggest if you buy a PC laptop instead of a Mac you can use the money you save to take a trip to Hawaii.

Saving money? That sounds good... until you look at the comparisons. Microsoft's chart compares various Mac laptops with PC counterparts from HP, Dell, Sony, Toshiba, Asus and others. True enough, Apple products are often more expensive than Windows laptops at first glance, especially if you don't perceive any value in running Mac OS X and avoiding aggravation, malware and compatibility headaches. While Windows 7 is pretty good, I use it alongside Mac OS X and find that there is no comparison.

Above you'll see Microsoft's pairing of the 11" MacBook Air with three US$300-ish netbooks. While the price comparison is stark, the fact is that these netbooks are not even close to the MacBook Air where it counts, and to put them in the same category is silly at best and deliberately deceptive at worst.

The Core 2 Duo chip in the MBA is faster than the netbook Atom or E-Series CPUs, the 64 GB "HardDrive" in the Air is a super-speedy SSD that charges up performance even further, there's no comparison on battery life where the Air shines; really the only comparable spec on these machines is the screen resolution. Oh, and that HP Pavilion DM1 sitting in the middle of the lineup? I'm sure it's nice enough, but it weighs in at 3.46 lbs (1.56 kg) -- 150% as massive as the slender, featherweight 2.3 lb (1.08 kg) 11" Air. How much do you have to save on chiropractor bills before the 'inexpensive' netbook stops being such a bargain?

Microsoft runs these campaigns when it gets worried about its OS market share slipping. Now that Apple is ahead of MS in profits, tablets, and smartphones, maybe that concern is justified. Of course, Apple slammed Microsoft many times with the "Get A Mac" campaign, but at least the ads were funny and generally grounded in truth -- working off of Apple's underdog status in the PC market, rather than playing defense as MS is doing here.

Microsoft, as it has in some past campaigns, is doing its best to mislead, and trying to sway would-be buyers on price alone when in fact MacBook Air buyers aren't looking for the cheapest possible laptop. It would have been really interesting to put those netbooks alongside the iPad in a similar graphic, but no way does Microsoft want to plant the seed of doubt in consumers' minds that they might consider a speedy, light, 10-hour battery Apple tablet instead of a tiny, underpowered Windows netbook.

I doubt these new ads will put a dent in Apple's ascendant Mac sales, but they will fuel the inevitable flame wars between advocates for each platform.



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As Ronald Reagan once famously said, "There you go again." Microsoft has unleashed some new ads in Canada that suggest if you buy a...
 

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tiesto428

Their add gets really laughable when you get to the iMac line. Oh, you can get an all in one 21.5" for $649. with a Pentium duo core processor. Or a Sony with an i3 dual core for $1199 vs the iMac with a i5 Quad core for the same money.

May 09 2011 at 8:34 PM Report abuse rate up rate down Reply
bayxsonic

Next on: why you should buy a Chevy instead of a BMW.

May 08 2011 at 11:19 PM Report abuse rate up rate down Reply
whalt

If you're smart you'll save 100% on chiropractor bills no matter what the scenario by refusing to give your money to quacks. Chiropractic = nonscientific, non-evidence-based nonsense.

May 07 2011 at 2:09 PM Report abuse rate up rate down Reply
Sebastian

What they don't mention is that Windows 7 already eats up 1 GB of RAM and half the CPU simply by running.
It's like putting a 400 horsepower engine in a mini van and say it's better than the 300 horsepower Porsche.
CPU and RAM alone don't make up a good computer, if the OS is crap it still sucks.

May 07 2011 at 3:29 AM Report abuse rate up rate down Reply
David

Article is so biased it's not even funny. Even with the quality of life advantages the MBA has over those netbooks you're still defending Apple's insane premium on a machine that should be at LEAST $250-300 less. The lack of 4G of RAM is also comical.

I applaud MS for actually comparing these in an ad. I look at the Best Buy ad every week and the strategy of these laptops is clearly working as they've actively had to move the Apple machines away from these in the ad because the specs make 0 sense when you compare prices.

May 06 2011 at 8:28 PM Report abuse rate up rate down Reply
1 reply to David's comment
chris

What do you mean the "lack og 4G ram is laughable"? 2 of the 3 net books only have 1G! And when those other companies can match Apple in specs, price AND form-factor......oh wait....that will never happen.

May 06 2011 at 9:33 PM Report abuse rate up rate down Reply
samw40

This isn't even a fair comparison. The MacBook Air isn't a netbook!

May 06 2011 at 8:27 PM Report abuse rate up rate down Reply
hfwbr

Millions of Mac users like me have already done the math, thanks. That's an integral part of our decision to buy Mac, irrespective of the shallow perception that it's all only about "style" (not that we have anything against that cherry on the cake). It's long past time that Microsoft buyers finally learn the true meaning of "total cost of ownership" and "false economics."

May 06 2011 at 7:57 PM Report abuse rate up rate down Reply
mkvirt

when i look at that ad i see 1 computer and 3 disposable toys. no more info is necessary, so the math is 1 PC running OSX vs 0 PCs running Windows. congratulations MS for making the case for Apple.

May 06 2011 at 7:54 PM Report abuse rate up rate down Reply
ljocampo

this tit for tat argument is so yesterday. MS doesn't 100% of any market their in and never will. Apple does really. They just keep making money doing their thing.

May 06 2011 at 7:19 PM Report abuse rate up rate down Reply
MRBlue

Microsoft already tried this with the Laptop Hunter campaign. I'm sure it worked and in this economy people are looking for the cheapest way out for most everything and for most they don't see the value in a Mac so they just get what's cheaper.

Chances are most of the value of what can be done on a Mac versus a PC would probably be lost on the average consumer 'cause all they see is the numbers and obviously Windows machines will win that battle nearly 100% of the time.

But like I continue to analogize, you can buy a Honda Civic and get to work, pick up the kids, get to the theater and the grocery store and ride in comfort. But that doesn't make a Mercedes or a BMW overtly expensive.

May 06 2011 at 6:28 PM Report abuse rate up rate down Reply
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