Apple Asks Microsoft to Stop Airing Laptop Hunter Ads?

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Posted July 15, 2009 at 11:36pm by Shalom Levytam

Microsoft Chief Operating Officer, Kevin Turner, says Apple legal demanded that Microsoft stop airing its Laptop Hunter ads.

Turner recounted the events surrounding this demand during his Worldwide Partner Conference keynote

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I pulled this out of my Sunday newspaper. I have an old habit because I came from retail looking at the Sunday tabs and circulars that are in newspapers. This is straight out of my paper last Sunday. This is a comparison out of a leading electronics retailer that you can get a 13.3-inch Macbook for US$1199 from that retailer. Guess what. That same retailer, you can get the same PC with more RAM, a bigger hard drive, and almost a three-inch bigger screen for US$649. What an incredible opportunity.

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.

This is out of last Sunday's paper, the Apple tax. It's getting out. And when we put Windows 7 in there, which we've got coming out in October, what an incredible opportunity for us to fight back. And it feels really good to be on the offensive here. And we know we've got plenty of work to do. We don't have it all figured out. But I want you to know, ladies and gentlemen, we're doing stuff and we're in the game and continuing to take some of these hard market share opportunities head on and compete because it's a test of will, as I said.

And we're going to showcase this opportunity of Windows simplicity, choice, value, and partners. And stay tuned, because we're going to have some retail stores opened up that are opened up right next door to Apple stores this fall. Stay tuned, just stay tuned. (Applause.)
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R00B0y - July 17, 2009 at 2:39am

I switched to Mac after purchasing the first-generation iPhone and have been impressed with its performance and user experience. As a result, I've decided not to return to using Microsoft (MS) products, except when required for work purposes. My 15-inch MacBook Pro has been operating flawlessly for nearly two years on the original OS version it came with, without encountering any viruses or malware. In my view, Microsoft could benefit from examining how macOS operates. Unlike Windows, which often requires users to adapt their workflow to the system, macOS is designed to be intuitive and user-friendly, aligning with the user's natural way of working. My positive experience with my MacBook Pro at work has influenced approximately 35% of my colleagues, who were previously dedicated Microsoft users, to consider Mac. I believe in showing the capabilities of macOS rather than pressuring anyone; its performance speaks for itself. For example, effortlessly scrolling through 9,000 photos in fullscreen mode has made a significant impression. Regarding advertising that compares different products, everyone's preferences and requirements vary. While some may find value in certain products, others may have different experiences and priorities. It's important to choose technology that best fits one's needs and workflow.

rmdvrs - July 16, 2009 at 5:35am

If everything about mac's are true then why did they ask them to stop airing the commercials. Could it be because people ignorant or not would rather spend less money at first and the commercials would force mac to start selling their stuff at more decent prices. People don't generally think that far ahead so by the time a mac retains its value people are already on their second or third PC. I guess I'm just not cool enough to afford a mac.

Jay - July 16, 2009 at 9:45am

Because its slander!

rmdvrs - July 16, 2009 at 1:54pm

Check a law dictionary. It's not slander. It's competition.

Tony - July 17, 2009 at 6:38pm

I beive the 'askinbg of airing the ads" is true, for a good reason. Since Apple did lower the price accross the MB lines, those MS is no longer correct (just the old ads), Apple just letting them know about the not-correct information. I am sure Apple is not scare of those ads, JUST BECAUSE!

Franc - July 17, 2009 at 11:28pm

I guess it would be OK if MS would stick to the price issue only, but they go on with stupid comments like ´For me Mac is just about aesthetics and not computing power´. As you start adding on antivirus, Roxio/Nero for doing some so-so video editing, editor, etc, the price comparison becomes much closer (or even favor Apple, based on what I´ve bought for both Mac and MS). So, their add is misleading customers.

kameko - July 16, 2009 at 12:54am

lol. if mac users were 'properly educated in most tech areas' then they wouldn't be buying macs and would know they can get equivalent if not better and more value with their money by going the pc route. this is a no brainer. at least for people not brainwashed thinking apple is their girlfriend.

Andrew - July 16, 2009 at 8:48am

This is what i would expect from a 10 year old who cant afford the best. A true example of naivety at a young age. As a professional who values his time more than £3 per hour my MBP5.1 paid for it self in a week! Work out the value £££ of that ;-)

Chad Hammon - July 16, 2009 at 10:11am

I am many things but not computer illiterate. James, if you realize the specifics behind OS security then you wouldn't have made that response. Its not who has more sales. Kameko, you clearly are 8 years old. Do research, compare specs and prices. I also love how all those PC's are still rocking DD2RAM and batteries that last 1 hour. I'm not a Apple fanboy, I just buy good products. I could care less if it was a PC or a MAC. I work on a Mac Pro. As do most video editors. Hey don't forget to run disk defragment, disk cleanup, and spysweeper tonight. Andrew I hope you are not talking about me?

andrew - July 16, 2009 at 10:52am

Chat my comments were aimed at James

James - July 16, 2009 at 12:05pm

I appreciate the perspective that Macs offer strong performance in video editing, Chad. However, my experience has been that PCs offer a broader range of software compatibility for various tasks. My brother, who uses a Mac, often encounters difficulties finding software that matches the flexibility provided by PCs. While discussions about PCs and Macs frequently touch on issues like spyware, malware, and viruses, my approach to computer maintenance is minimal yet effective. I use ESET NOD 32, which is efficient and doesn't heavily impact system resources. This contrasts with the experiences of some who use more resource-intensive security software, which might not always be necessary with informed computer practices. Considering the price-to-performance ratio, a PC with high specifications can often be more cost-effective than a comparably priced Mac. This is not to say Macs don't have their advantages, particularly in design and user experience, but from a hardware perspective, PCs can offer more power for the price. It's also worth noting that many tech enthusiasts and professionals prefer PCs, partly due to their customizability and the broader software ecosystem, including support for Linux. My stance isn't against Apple as a whole; I recognize and value the innovation and quality in their products, as evidenced by my use and appreciation of the iPod and iPhone, products that have also been widely adopted by my family. My critique specifically addresses what I perceive as the price premium of Macs relative to their hardware specifications. Ultimately, the choice between a Mac and a PC depends on individual needs, preferences, and the specific tasks one intends to perform. Both platforms have their merits, and what's best for one user might not be the same for another.

XXL - July 16, 2009 at 9:19pm

Hmm, interesting, I'm professional cinematographer and I will ask you one thing. How can you edit native AVCHD format with MAC??? You can't, because your incredible MAC and Final Cut Pro can't do that!!!! Only what you can do is to convert AVCHD to some Apple video format. How beautiful is that when you have 5 hours of Full HD 24Mbit video in AVCHD, and first you have to convert all those material, lose quality and then start to edit. How many hours you have to lose ha??? That's enough for me to stay away from MAC. I had the best will to switch to MAC but thit is ridiculous. And all those years I hear MAC is best for video editing, heh, how ironic is that...

Queen - July 26, 2012 at 5:45pm

Winner!!!

Mike - July 16, 2009 at 12:38am

Yeah...except the difference is, in 2 months time Lauren's PC will be full of spyware and her drive fragmentation will be so bad that she'll be scratching her head wondering why her new computer is so slow and crashing. Then she'll wish she spent the extra $150 and purchased a computer with a real operating system and hardware built specifically for it. Sure you can buy a PC for less than $1000...big deal. I'll just throw my money in the paper shredder and save myself a trip to the store before I'll give Microsoft another dime.

Mike - July 16, 2009 at 1:13am

Yeah... that must be why within my circle of friends... the only computers I am reformatting on a yearly basis, for reasons listed above, are PC's. I have 3 Macs and 2 PCs...and every time I'm on one of the PC's I think to myself "do people really use these things day to day?" Gawd... I'd pull my hair out. But if you'd prefer to use crap to save yourself a few dollars...go ahead.

yiyopr - July 16, 2009 at 1:20am

Its actually pretty easy to get viruses/malware in vista. All you have to do is leave your computer powered on (the hackers will do the rest). Disk fragmentation is also a big issue, after a year the computer will start going slow as hell (I've seen this happen first hand). PCs looses resale value pretty quickly, you could pay $800 now, and in a year you would be lucky to get $100 bucks selling it. You could buy a macbook for $1,199 and in a year sell it for $800 bucks easy (I've done this myself), so the macbook really ends up costing $400 bucks. From my standpoint macs are cheaper in the end, they don't loose resale value that easily.

James - July 16, 2009 at 1:31am

Resale value? Are you kidding me? I buy a PC with the same specs of a Mac for half the price. After two years, I buy another PC. You can resell and buy another and resell and buy another one. But guess what, the specs on my computer will be 2X better then yours. Anyone with computer knowledge will know you can get more bang for your buck buying a PC. Plus, windows aren't the only OS that runs on PCs. Ever hear of linux?

DigiHead - July 16, 2009 at 9:10am

yeah, thats because you don't see more than your 3 pc's. But if work as an pc technician and see hundreds every month and all with same problems - slow, spyware, crashing etc then you will see a difference. I don't say mac is flawless, but if we compare how satisfied you are on mac or on pc with vista, then only thing what comes into mind is - microsoft is crap!

James - July 16, 2009 at 11:15am

Like I said previously, computer illiterate people who do not know how to protect their pc should buy a mac.

Chad - July 16, 2009 at 11:56am

James, you still haven't listed specs to back your argument. Also, they need to come from Best Buy or Office Depot since thats where all these ad's take place. The point I'm trying to get across is that these commercials are biased and don't show the facts that need to be shown. With OSX you don't require 4GB RAM. Your paying for technology behind the OS. Windows Vista requires alot more RAM. Lastly to drive the final nail in the coffin, go to best buy and see how many laptops/desktops are constantly getting worked on.

James - July 16, 2009 at 12:30pm

Chad I will list more specs for you. Macbook air $1799 2.13GHz Intel Core 2 Duo processor with 1066MHz frontside bus 2GB Memory 128GB solid-state drive1 NVIDIA GeForce 9400M graphics hp pc $1664 specs: intel core 2 quad with 1066MHz frontside bus 4GB ddr3 Memory 640GB 7200RPM HDD 1GB NVIDIA GeForce GT 130M 18.4 high-def (1920 x 1080p) and to top that off a blue ray rom dvd+/-r/rw double layer Now Chad if you knew how to protect yourself against viruses, trojans, spyware would you seriously still buy a mac at that cost with those specs compare to the same cost for the pc with those specs? If you do then I guess you don't know what an intel core 2 quad is. Quad core for macs are running for $2500. That's over an $800 difference. Oh wait, you still would buy a mac because you're afraid of getting viruses, spyware, malware, trojans.

James - July 16, 2009 at 12:39pm

Chad, have you ever tried to build your own pc? Like I keep on having to reiterate, computer illiterate people fall for all the apps/software bloated stuff that comes with a pc. Build your own pc or uninstall all the apps/software you don't want and it will be bare. All those people that have problems with their computers do not know what they are doing. I never had any problems with any of my laptops or desktops over the years. And why is that? Beause I know what I'm doing. What's the point anyways of having a mac that can last for years? After a year the computer is outdated with low specs. I buy a new laptop every year or year and a half. Not because it broke down but because I want it to be faster, hold more stuff, better specs. And because pcs don't cost much with great specs, I don't feel bad about doing it.

Chad - July 16, 2009 at 3:44pm

Intel Mac's are not outdated after a year or even two years. Building a PC shouldn't be brought up. Only 5 to 8% of the computer world even does it, similar to how I could say "Oh just build a hackintosh".

James - July 16, 2009 at 8:23pm

Chad, how can you say they are not outdated after two years. The macbook on apple site are considered pretty low for that price. And after two years, you still think it wouldn't be outdated? I guess you do basic stuff on your macbook or video editing so that's good enough for you. Seriously though, you have to admit the price for a new mac is outrageous. Why shouldn't building a pc be brought up? It's still a pc isn't it? We are debating on the cost and what specs you have on your computer. Can you build your own mac? Or are you stuck with what apple gives you with the inflated prices?