When it comes to its competition, Microsoft is often seen as a heartless Goliath smashing every innocent little David crossing its path. While this image may have been true in the 1990s (and might seem true today if one simply looked at the ratio of Windows users to non-Windows users), the antitrust cases the company has dealt with for the past decade have resulted in a kinder, gentler Microsoft. In fact, the word “toothless” comes to mind.
But this is beginning to change. Microsoft has been running a new ad campaign for the past few weeks, focusing on “real” users looking for new laptops. These co-called Laptop Hunters ads are designed to show the computer-buying public what choices are out there, and more importantly, how much money can be saved by choosing a Windows system over a Mac.
The best thing is, these ads aren’t PR hyperbole, they speak the truth – and the truth is substantial. This morning I took a quick look at two laptops with the same major features, the 17″ MacBook Pro and the Dell Studio 17. Each has a 17-inch screen, a 2.66GHz Intel Core 2 Duo CPU, 4GB of RAM, a 320GB hard drive and high-end graphics card. The price comparison? The Mac is $2799. The Dell — $1499. In these difficult economic times, that’s an incredible disparity. And this isn’t an isolated case.
Don’t get me wrong: I’m a Mac fan. The Mac is sexy, no doubt about it. And the MacBook can run both Windows and the Mac OS (if you pay extra for Windows). But is the average user willing to shell out an additional $1300 if they realize it’s paying for a sleek metal shell and a shinier operating system? I think not. Neither does Microsoft.
Informing consumers that the extra 1300 bucks essentially buys a perceived coolness factor and not much else (the so-called “Apple Tax”), Microsoft is showing the first sign of fight I’ve seen in a long, long while.
I hope Microsoft keeps up the fight, if for no other reason than it may force Apple to lower the price of its laptops, which is good news for that select group of Apple devotees who just can’t bring themselves to use anything that doesn’t come with a glowing fruit logo.
Matt