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.
