Saying Apple Computers Are Expensive Is A Priceless Strategy for Microsoft

Apple Inc. legal representatives asked Microsoft Corp. two weeks ago to “stop running” advertisements suggesting Apple’s computers are expensive.
According to The Wall Street Journal, the interaction has emboldened Microsoft, which plans to continue with its “Laptop Hunter” marketing campaign after learning how effective the advertisement’s underlying message is in rankling Apple.
Microsoft Chief Operating Officer Kevin Turner said, “We’re just going to keep running them and running them and running them.”
The ads are more than annoying, they appear to be working. In May, Brandindex, which measures the strength of brands, said Microsoft’s “value perception” had increased while Apple’s fell.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Fortyver says:

    And of course it is a perception, a wrong one at that.
    Of course, the ads do not apprise the consumer that
    what comes in a Apple Laptop, not to be added later,
    justifies the cost. Add the components that come stock
    in a Apple laptop, then the cost of the PC laptop rises
    in price and at times surpasses the cost of the Apple
    laptop. Truth in advertising? Essentially true, but not

  2. …and of course, Apple would NEVER produce an ad that slighted Microsoft, would they? I like Apple, but this is hypocracy.