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Microsoft adjusts "Laptop Hunter" ad after complaints from Apple Legal

About a week ago, Microsoft COO Kevin Turner gave a keynote speech at Microsoft's 2009 Worldwide Partner Conference and relayed a story about how he had recently received a call from Apple Legal asking that Microsoft stop running one of its much-publicized "Laptop Hunter" ads because it advertised prices that were higher than what Apple was actually selling.

By Yoni Heisler on Tue, 07/28/09 - 8:40am.

About a week ago, Microsoft COO Kevin Turner gave a keynote speech at Microsoft's 2009 Worldwide Partner Conference and relayed a story about how he had recently received a call from Apple Legal asking that Microsoft stop running one of its much-publicized "Laptop Hunter" ads because it advertised prices that were higher than what Apple was actually selling.

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.

Well that sure makes for a nice little motivational speech for Microsoft fans, but I was initially skeptical of the story.  If Apple was so concerned about misinformation in one of Microsoft's commercials, wouldn't standard operating procedure be to send an official letter from its legal department?  Since when, I wondered, did Apple Legal pick up the phone and ask for favors?  Usually, parties on the receiving end of an Apple legal concern are told what to do, not asked.

Because of that, I sort of haphazardly dismissed the story as overzealous Microsoft cheerleading.

So you can imagine my surprise when Microsoft actually made editing adjustments to one of its commercials.  It turned out that Apple had indeed picked up the phone and called Redmond!

In case you're wondering which Laptop Hunter ad was the focus of Apple's ire, it was its most recent commercial starring Lauren and her Mom as they peruse through a store in search of a computer for under $1700.  In the original ad, Lauren dismissively notes about the Mac, "This Mac is $2,000, and that's before adding anything."  Laruen's Mom then chimes in, "Why would you pay twice the price?"  Laruen confidently responds, "I wouldn't."
In the end, Lauren leaves with a $972 Dell as her mother comically notes that Lauren always gets what she wants.

But as any Mac fan who saw the commercial could tell you, the comparison was misguided.  Lauren was comparing the highest-end MacBook Pro she could find with much less capable and powerful PC machines - not exactly fair comparison shopping.  Since the ad was first aired, however, Apple has made sweeping price cuts across its entire MacBook Pro line and apparently Apple was none too thrilled that Microsoft was still running ads that referenced an out of date price point.

In the new ad, Lauren makes no reference to Mac pricing and instead exclaims, "it seems like you're paying a lot for the brand."

What Microsoft doesn't seem to get, though, is that people already know that Apple products are more expensive.  The difference is that Mac users are willing to pay a premium price for a premium piece of technology.  Advertising affordability, therefore, isn't exactly the best way to keep PC users from switching to the Mac, especially in light of new research data which pegs Apple as owning 90% of the computer market for machines that cost more than $1000.

You can take a look at Microsoft's new and updated "Lauren" ad below.

 

Microsoft adjusts "Laptop Hunter" ad

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How does one adjust "completely unscripted commercials"

You edit it again. Possibly

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You edit it again. Possibly replacing the line with one that was originally scrapped. Not hard to do. I "adjust" unscripted videos all the time.

Microsoft STILL has a valid point

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And the Apple cheerleader misses the point. People who don't live and breath computers don't know why they should be expected to pay a hefty premium for something with an Apple logo on it. Apple has spent years explaining how HIP they are, but hasn't really explained why they're better -- just that they're cooler.

Well, some people spend extra money to trick out their cars to look cool, but some of us suck it up and buy the cheap minivan that can get the kids around town. Microsoft is going after us, while Apple is telling us to take a hike -- we're not cool enough to own Apple. This ad campaign is working, particularly in a recession where money is tight, because Apple hasn't done a good job selling itself on anything other than "cool" (oh, and FUD about viruses).

Microsoft STILL has a valid point

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This is so true :)

Last Comment

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The apple operating system provides not only a much much more fluid and versatile interface, but connectivity with all of it's products that is relatively seemless. Apple computers tend to be geared towards people who actually have real things to do with their computers, not just because they're "cool".

Apple computers are historically better for any type of media, which is what a HUGE portion of the business-related computer force is, photo, video, and music editing.

The reason why apple hasn't really "explained" why it's better is that because the people who actually need their computer to function more than a thrown together minimum price cheap as hell toy to send e-mails to grandkids, already know why apple is better...

Why would I spend millions of dollars marketing something that is absolutely invaluably better than a windows computer for any business application... To some regular joe like yourself who won't even care and just uses a PC to jack off to pr0n and download episodes of House?

I mean even someone as uneducated as yourself about computers should know that a big problem windows has is crashing and viruses. Do you understand what kind of a problem viruses can create in a business setting? When thousands of computers are linked together?

Your analogy is also retarded, which doesn't surprise me. You compare a PC/ mac to a Minivan/Porsche. The thing is, people don't get Macs because they "look cool", they get them because they perform better for professional and real computer uses. Do you think professional race car drivers would only pick a ferrari over a mini-van because of how they look?

PC's are for people who want to get the cheapest, most garbage computer they can because they DONT CARE. They just want to download porn and watch their 2 Fast 2 Furious DVD's.

Mac's are widely accepted as much more superior computers for a lot of purposes, just becuase you don't understand that don't make huge sweeping generalizations.

Mac doesn't advertise them as cool or hip to use, most of the marketing from Mac advertises how much better and more functional their OS is. You don't understand that, nor probably anything invented after the year 1985, so it led you to make the kind of generalization that would come from someone who just plainly doesn't understand, which happens from time to time and it's not your fault that you don't understand. Just don't pretend like you do and then no one will be thewiser of your lack of knowledge.

Arguments that are instantly invalidated.

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Hey there Megabro, I think you could stand to take the advice in this Penny Arcade comic to heart (even if it is about posting on forums rather than making comments):

http://www.penny-arcade.com/comic/2009/4/27/

And with that out of the way, you are a moron who is WAY too defensive about your niche market computer vendor. It is indeed true that traditionally Macs have been excellent for video/photo/music editing, and they were clearly superior to the PC in that regard for quite some time (though that has changed somewhat in recent years). What isn't true is how large of a segment of overall 'business' computers those video/image/music editing Macs compose versus ALL THE REST OF THE BUSINESS MACHINES - in terms of business market saturation, the Mac practically doesn't exist at all there.

As for the pricing disparity between Macs and PCs, while the examples used in marketing campaigns produced by Microsoft/Apple are hardly likely to be 'fair and balanced', the truth is Macs COST MORE for the SAME HARDWARE. Anymore Macs are Intel-based, which makes comparing the merits of the hardware much easier and clearly illustrates that you are paying a premium for the components in your Mac of choice, and from the hardware standpoint the aesthetics are pretty much the only real difference.

Of course since the various 'approved' add-on components or alternative setup choices are limited, common issues with driver support and the like are generally not a problem that Macs have, so that's a potential selling point - but the flipside is that Macs are not as upgradeable/customizable as a PC, which can certainly be perceived as a downside from certain points of view.

And of course you have the vaunted Mac OS on Apple systems, as touted by the annoyingly superior and condescending Mac vs PC ads (which despite the implicit snobbery are still hilarious), and even stripped of the hype it is a quality piece of coding... that doesn't run more than a fraction of the software available on the PC. There's a reason anyone buying a Mac to use as a gaming computer is clearly insane/has too much money and is just going to put XP on it even though he could have built a BETTER gaming computer for the money the Mac cost. The limited software library isn't a problem for some people, but for many it is a definite decision point between getting a Mac or a PC.

Ever since the iMac (which was the turning point for a company that was objectively not very good compared to the rest of the market), Apple has been selling the image far more than the nuts and bolts of their product's capabilities - and since it's been working for them I don't see them stopping that anytime soon.

There is nothing wrong with Apple's products - I don't buy them personally because of the various downsides I've detailed and a few other reasons - but condescending fanboys who resort to ad hominem attacks when somebody WASN'T EVEN ATTACKING MACs need to grow the hell up.

Actually I'm pretty sure the

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Actually I'm pretty sure the guy before was specifically attacking Mac's?

Saying they aren't worth the money because they only advertise that they're "cool" (not sure what that means), and PC's are for good blue collar American's or something to that effect?

But either way, it's cute you think it doesn't run a fraction of the software on PC o.O Just shows such a lack of knowledge about Mac's that there is no reason to discuss it really. You have to have knowledge of both sides before you can argue, my bullheaded friend.

As a user of both PC's and Mac's, I can assure you 80% of the programs that even exist for PC were once a Mac program, and PC just made a shittier version of it for their OS. That being said, I use both regularly and can tell you that if at all possible, a Mac would almost always be better to use.

If you want a PC work horse, pirate windows and throw something together for 399.99 at tigerdirect.com

If you want something finely crafted and tuned, get a Macbook pro.

What makes windows lose is that the only 1,000+ dollar system that uses windows has been (hopefully, unless you like wasting hundreds of dollars) crafted by someone themselves, and a pirated version of windows was put on it, so they don't get any money anyways.

Look at it this way, go to Walmart and buy an 800 dollar PC and you're getting about 300 dollars worth of computer.

Buy a Macbook Pro and you won't be able to go to www.newegg.com and see the same parts up there for a fraction of the price that you could've built for half the money.

If you just don't care, you get a PC. And really, there is no shame in not caring! I just really urge you to have a friend who knows something about computers build you a cheap PC if you don't care, don't buy it commercially.

If you don't just SOLELY use a computer recreationally, a Mac is going to be better for any application you are trying to utilize, end of story.

If you don't use computers professionally, or work with ANY sort of media (movies, pictures, sountracks, coding) then it makes sense that you wouldn't understand what makes Mac infinitely better.

Well I'm sure the gentleman

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Well I'm sure the gentleman further up was talking about Games and little toy applications, since Mac doesn't support most of them.

The statement is cute about business saturation with the Mac though, my company spends hundreds of thousands of dollars on Mac's. The businesses that use PC's are using extremely old computers is the problem for Windows, and they don't feel the need to regularly upgrade or update their platform. Our company maintained the same tired old PC's for about 9 years before they decided to update, and every one of our marketing managers went straight to Mac, and they all love it =)

Again, if you don't deal with any form of media and you just like watching Hulu and messaging your buds, or playing games, Mac isn't for you.

Think of Mac as kind of the grown up PC. Harder working, more business oriented, more efficient,

PC does have it's niche, which is:

1. Gaming
2. Cheap recreational computers for just web-browsing or getting e-mails from the grandkids.

PC's exist largely in the business world because most business use only one or two applications that are 5-10+ years old.

Mac's are for the people who are flipping between 8-9 programs constantly their whole work day, like me =)

You would have to threaten me with castration before I'd switch back to PC, it takes three times as long to do anything, was really costing me money in the long run at work.

Build a better gaming

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Build a better gaming computer for the money it takes to buy a Mac?

Can't you just install any operating system on any computer? Ever heard of a Hackintosh?

Using Mac's operating system, you can have Windows AND Mac OSX.

Using a windows system you only have one..?

So assuming hard drive space isn't an issue, wouldn't it be better to have both by going with a Mac? Because both is obviously going to have more stuff than one or the other heh.

I like how my Apple products

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I like how my Apple products all sync with each other flawlessly. I have an iTouch, an iPhone, a Macbook Pro and appleTV, and I love how everything just flows together! With a stereo and one audio jack you can swap between video/audio on all the devices in seconds, and I love bluetoothing stuff from my computer to my pc to my PS3 to my iphone and back to my laptop again!

PC's don't work with anything else well. It doesn't even work with itself well!

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About iOnApple
Yoni Heisler is a technology writer and Mac nerd who's been using Apple products for well over 18 years. He actively covers a wide variety of Apple topics, from legal news and rumors to current events and even Apple related comedy and history. When not writing about Apple, he enjoys basketball, music, and writing in the third person. Got an idea, comment or suggestions? You can reach him at iOnApple1@gmail.com.