Microsoft: Apple wanted 'Laptop Hunters' ads pulled

Final8y

Final8y

Final8y

Soldato
Joined
7 May 2006
Posts
12,183
Location
London, Ealing
It should come as no surprise that Apple isn't a big fan of Microsoft's "Laptop Hunters" ads, but some may be surprised to learn the Mac maker's lawyers reportedly called a senior Microsoft executive and demanded the ads be removed.

Kevin Turner, Microsoft chief operating officer
(Credit: Microsoft)

The topic of the TV ads, which feature prospective buyers comparing the prices and features of Apple laptops and Windows-based laptops, came up at Microsoft's Worldwide Partner Conference in New Orleans on Wednesday. Kevin Turner, Microsoft's chief operating officer, was at the conference to announce that Microsoft was planning to open its first stores this fall, with at least some of the locations likely to be right near an Apple store.

But the most intriguing part of Turner's speech was when he recounted a telephone call he says he got from Apple's legal department demanding that Microsoft remove the ads. Here's Turner's tale, according to Microsoft's official transcript:

And so we've been running these PC value ads. Just giving people saying, hey, what are you looking to spend? "Oh, I'm looking to spend less than $1,000." Well we'll give you $1,000. Go in and look and see what you can buy. And they come out and they just show them. Those are completely unscripted commercials.

And you know why I know they're working? Because two weeks ago we got a call from the Apple legal department saying, hey -- this is a true story -- saying, "Hey, you need to stop running those ads, we lowered our prices." They took like $100 off or something. It was the greatest single phone call in the history that I've ever taken in business. (Applause.)

I did cartwheels down the hallway. At first I said, "Is this a joke? Who are you?" Not understanding what an opportunity. And so we're just going to keep running them and running them and running them.

Apple did not immediately respond to a request for comment, but it may have good reason to be upset. Since Microsoft launched the ads, which are a response to Apple's "I'm a Mac" ads, there is evidence that the campaign may be radically altering value perceptions of PCs. According to a report in AdAge, BrandIndex says Microsoft's so-called value perception has risen steadily since the campaign began in March, while Apple's has fallen.
Click to expand...
cnet
 
Funny as i'd say the Mac adverts are far worse than the Laptop Hunters ads when it comes to assassinating the 'character' of each system. Bit petty of Apple to try and get them pulled when they cast the first stone as it were.
 
Last edited:
It's not just cosmetic, the construction and user-facing components affect the form and operation of the computer :/
 
wush said:
A computer's constructed from more than PCBs and chips :/
Click to expand...

Yes, there's an additional fruit themed logo that's attached using a Reality Distortion Field.

Good job on Microsoft's part really. If the Jobatollah and his disciples dish it out then they should be more than happy to take it back and say "please sir, may I have another".
 
I have never seen the adverts until I youtube'd them. They're actually pretty interesting and I wouldn't mind someone giving me $1500 to get a PC!

Very good ad's and definitely good marketing on MS's side.



M.
 
You touch, carry and operate a laptop. The construction governs the size, weight, feel and robustness. Examine the quality of the trackpad and materials on the newer models. The car analogy writes itself!

I'm not saying that they're the best machines in the universe. Just that they're good.

It really puzzles me how so many people seemingly cannot reconcile that just because Apple's marketing and a lot of the surrounding culture is ****-like, it doesn't mean that their hardware and OS aren't great products. (Not strictly talking about people in this thread)
 
Last edited:
As said in the advert 'Apple is more style than substance'. For me an Apple is something just to show off. The operating system is more looks than functionality (IMHO). Also the vast Windows userbase suggests that the operating system is not as good or as functional as Windows.

Laptops vary greatly in quality. If you've ever used some of the high-end HP's / Toshibas / Vaio's then you'll know how different they feel. There is no way I would spend an extra few hundred quid just because of the trackpad. I can buy a new trackpad for less than that. The main thing is - and this is the same as the Apple laptops as well - that most people just plug in a mouse anyway. I personally have a HP laptop and the trackpad is superb on that.

If you want an ornament that looks pretty get Apple if you want something functional get a PC is how I see it.



M.
 
Lol i just watched the adds... I can see why apple are getting a little shirty about them, they are edited so that the people always seem to be comparing every laptop they come across to the respective mac at the start (which im guessing is probably just editing) and one of the women (who is pretty fit) is showed an older spec macbook.....

*hugs macbook*

Yeah anyway i dont like either bands adds, mainly as apples ones dont say anything but have that weird power to suggest you want something. Least ms are trying a different approach....
 
m4cc45 said:
If you want an ornament that looks pretty get Apple if you want something functional get a PC is how I see it.
Click to expand...
OK - to qualify that - how well do you know OS X, compared to Windows?

m4cc45 said:
Laptops vary greatly in quality. If you've ever used some of the high-end HP's / Toshibas / Vaio's then you'll know how different they feel.
Click to expand...
wush said:
I'm not saying that they're the best machines in the universe. Just that they're good.
Click to expand...
 
Last edited:
m4cc45 said:
If you want an ornament that looks pretty get Apple if you want something functional get a PC is how I see it.
Click to expand...

This view is just as ignorant as the one where Apple fanboys look down on everything Microsoft do.

As for Apple calling Microsoft to get them to stop their ads, I'm sorry but I don't buy that at all.

The Microsoft ads were pretty poor (in my opinion) and gave Macs free advertising in every single one - even if their use of the term Mac was solely for price comparison, it probably still prompted people to have a look at Macs.

If Apple contacted Microsoft at all (something I doubt as I said before), it was probably to point out that one of the prices mentioned in the advertisement was now wrong as they had since dropped it.

Even then why would you go to the bother of doing that, Apple don't do their advertising through Microsoft...
 
Final8y said:
Slogan i never thought twice about who that could be in your Sig until just now! :)
Click to expand...

Indeed, Slogan, you've written off the adverts as poor yet the article in the Op shows evidence of them being very effective, not only boosting the opinion of their own products but hurting that of their competitor. Clearly they've done their job well and Apple may have used a legitimate reason to try and get the ad pulled, but the fact they've tried at all is evidence of their distaste to its effectiveness.

Macs are great, there's no doubting that, but their ad campaign was petty and they should have known that playing with fire by stereotyping the customers of one of the biggest companies in the world would have repercussions. Macs biggest weakness is pricing imo, and clearly Microsoft and to some extent Apple (displayed by their complaints about the ads) seem to think this too, these adverts have called them up on it.
 
Last edited:
You must log in or register to reply here.
Back
Top Bottom