Print 63 comment(s) - last by wallijonn.. on May 26 at 11:36 AM

While Apple ad guy Justin Long has proved effective in the past in swaying customers away from Microsoft, Microsoft's Lauren De Long proved even more effective in swaying them back.

Apple (brown) has seen its value perception sink, while Microsoft (blue) has steadily rose since the Laptop Hunter commercials aired.  (Source: Apple Insider)
"This isn't the laptop you're looking for."

Over the last several months, customers have been assailed by new advertising pitches from Apple and Microsoft.  Apple's pitches were attacks on Microsoft's stability and security.  Microsoft's Laptop Hunter commercials, meanwhile, criticized Apple's high prices.  Both sets of commercials had the tech community buzzing.

However, it appears that Microsoft is convincing at least some customers to turn their back on Apple.  A recent survey, dug up by AppleInsider and performed by BrandIndex, found that Microsoft recently overtook Apple in value perception -- a measure of how much value for their money a customer believes they get from a certain brand.

The study began in March, when the first Laptop Hunter ads aired, and it interviewed 5,000 customers.  Microsoft's scores steadily rose over this time period.  In February Apple scored a very high mark of 70, but by May 12, when the study ended, the fruit-branded company had plunged to a lowly score of 12 points (0 represents a neutral opinion). 

Meanwhile, Microsoft went from close to zero to a mark of 46 points.  Ted Marzilli, global managing director for BrandIndex, says that the Microsoft ads helped to lure away the “hip” 18-to-35 crowd who typically favor Apple products.  He says the poor state of the economy combined with Microsoft’s effective attacks on Apple's pricing have produced strong changes in this group's preferences.

He states, "Apple did a great job of putting Microsoft on the defensive.  It made them look old, stodgy, complicated to use and unhip. But Microsoft has started to hit back, and younger folks are more cost- or value-focused."

Apple did, however, manage to tie Microsoft in the 35- to 49-year-old category.

While this study provides an intriguing look at how the commercials may be swaying the easily persuadable, it fails to take into account other factors.  For example, the buzz around Windows 7, Microsoft's new OS, has been steadily growing since a beta was released to the public in January.  Furthermore, even if the study accurately captures shifting public opinion, it remains to be seen if Microsoft can translate this success into product sales.

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By cgrecu77 on 5/20/2009 9:27:42 AM , Rating: 5
Furthermore, even if the study accurately captures shifting public opinion, it remains to be seen if Microsoft can translate this success into product sales.

I wasn't aware that there was a pressing need for Microsoft in that area - while there's always room for improvement, windows outsales OSX by a very large margin. Whether it's windows 7, vista or XP, most computers today still come equipped with windows.

By Brandon Hill on 5/20/2009 9:32:25 AM , Rating: 2
Vista has been a sales disappointment for Microsoft. Microsoft is looking to improve upon Vista's lackluster sales performance (against Microsoft's projections) with Windows 7.

Everyone knows that Windows outsells OS X, that's a given. This is just a matter of improving upon Vista which shouldn't be that hard of a challenge considering how many clung to XP and may now see Windows 7 as a "worthy" upgrade.

By Brandon Hill on 5/20/2009 9:38:03 AM , Rating: 2
And let me add, nearly every netbook shipped means another machine not running Windows Vista (very few ship with Vista and over 90% ship with Windows XP). And XP licenses don't bring in as much money as Vista licenses.

By ratbert1 on 5/20/2009 9:54:41 AM , Rating: 2
This will change with Windows 7 Starter Edition, no?

By TomZ on 5/20/2009 9:57:09 AM , Rating: 5
Vista has been a sales disappointment for Microsoft
Yes, but the net effect of that is people bought more XP licenses than Microsoft had planned. So the problem really is a PR and brand image problem, not a sales performance problem.

By crystal clear on 5/20/2009 11:27:11 AM , Rating: 5
If Vista has been a sales disappointment for Microsoft then WinXP was lifesaver for Microsoft.

WinXP prevented the loss of marketshare due to Vista's lackluster sales performance to other competing O.S.

When it comes down to marketshare or profitshare for an OS,Microsoft prefers to keep the marketshare, then let it be WinXP or Vista or Win7 it doesnt matter as long it keeps its marketshare intact..

By TSS on 5/21/2009 7:41:43 PM , Rating: 5
didn't microsoft once say "we don't want people to pirate, but if they do, we want it to be us"?

talk about market share....

By wallijonn on 5/20/2009 12:44:18 PM , Rating: 2
Which do you think Microsoft would rather sell you? 1,000 copies of Windows XP or 1,000 copies of Vista/Windows 7. XP isn't quite the money maker that Vista is or that Windows 7 will be.

Actually, the price of XP licenses increased last year while the price of Vista decreased. A lot of that had to do with there being 2 versions of XP and 4 versions of Vista.

Microsoft has really opened itself up by extending Windows XP's shelf life for so long (and discounting prices on the licenses) while at the same time trying to promote Windows 7.

The people who could not be convinced are the corporations. Win7 has to provide 100% backwards compatibility with their in-house apps or Win7 will never be bought. As far as XP support goes, MS is dropping XP Home support but extending XP Professional support (because of the corporations.)

Therefore expect a mass migration to Win7Home when it is released. The corporations will probably take a wait and see attitude.

By HinderedHindsight on 5/20/2009 3:59:12 PM , Rating: 2
Actually, the price of XP licenses increased last year while the price of Vista decreased. A lot of that had to do with there being 2 versions of XP and 4 versions of Vista.

I'm having trouble swallowing your reasoning here. Varying versions of the same OS release don't translate into a supply and demand equation which drives the cost of fewer versions of an older OS up. Overall license availability for that OS might do that, but not the number of versions.

The more likely and reasonable assertion here is that Microsoft is trying to dissuade people/corporations from sticking with XP by driving its cost up while bringing Vista's price down. There was no real reason for XP's prices to go up- Microsoft has already made the money it invested in XP back and then some. On top of that, they can always produce more licenses. With XP cannibalizing Vista sales (due to price and public/corporation perception), MS wants to minimize price as a differentiating factor.

By crystal clear on 5/20/2009 10:15:29 AM , Rating: 4
So the problem really is a PR and brand image problem, not a sales performance problem.

Windows Vista's User Account Control was intended to improve security in Vista but instead ended up annoying many users. As a result, Microsoft's attempts to explain that UAC was vital to security in Vista mostly fell on deaf ears, and Apple was able to capitalize on this frustration in an advertisement that poked fun at UAC.;jsessionid=L...

By Silver2k7 on 5/21/2009 2:54:14 AM , Rating: 1
Yes UAC should not have been.. atleast it gets turned off pretty fast..

By Redwin on 5/20/2009 4:57:41 PM , Rating: 2
yes, poor Microsoft, it must be horrible that instead of paying for their new operating system, people want to pay (often MORE!) to downgrade to their old operating system.

I bet that $$ spends just as well =P

By Silver2k7 on 5/21/2009 2:59:21 AM , Rating: 4
Vista might have a few problems, but its still better than XP imho, except maybe for startup time.

Also another thing I dont get is MS making a Win7 32-bit version, this seems like a bad idea, hell I thought having a 32-bit version of Vista was a bad idea.. why not just go 64-bit only?

By mherlund on 5/22/2009 1:39:32 PM , Rating: 1
Um, maybe because most of the computers out there are 32 bit. That is unless you meant to say why did they make a 64 bit version.

By imperator3733 on 5/20/2009 1:39:45 PM , Rating: 5
Vista has been a sales disappointment for Microsoft.

I remember reading somewhere that Vista sales are at the same percentage XP sales were at when XP was as old as Vista is now. It's more of a perception issue than it is a sales issue.

By Solandri on 5/20/2009 6:51:02 PM , Rating: 2
I remember reading somewhere that Vista sales are at the same percentage XP sales were at when XP was as old as Vista is now.

The commentary I saw on that was that most of those Vista sales were bundled with new systems. Since at the time you could hardly get a new system with anything but Vista, the figure was a bit misleading. The sales of standalone Vista boxes (representing people going out of their way to upgrade or choosing it over XP on a homebuilt system) were lackluster. IIRC.

By imperator3733 on 5/21/2009 11:23:45 AM , Rating: 4
That's the same as its always been - most people get a new version of Windows when they buy a new computer.

By DEVGRU on 5/22/2009 5:06:45 PM , Rating: 2
If she comes with Windows 7, its all Microsoft will need...


By atlmann10 on 5/25/2009 11:02:58 PM , Rating: 2
Yeah; that point is valid, but I think it is also going to be a double whammy for Microsoft on this occasion.

As to my reasoning first new computers will come with 7, next people who stuck to XP rather than going to Vista will to a good percentage see 7 as a viable upgrade, and last people that bought PC's with vista or upgraded to vista will see an attractive upgrade candidate.

As far as it goes on the corporate end I don't think the corporate market will wait as long as everyone is thinking. There are a few factors here, first many didn't upgrade to Vista, second 7 has all the drivers and compatibility for both XP and vista, last 7 is more efficient (therefore more energy efficient as well), and more secure with more drivers and availability of drivers, than any version singularly of XP or Vista 32 or 64 bit.

Windows 7
By Master Kenobi on 5/20/2009 9:28:02 AM , Rating: 5
If Microsoft can pull off a slam dunk Windows 7 release they could drive Apple marketshare back down. Remains to be seen if they can keep the hype up all the way until October's release date though.

Let's face it though, Apple is more identified with the iPhone/iPod rather than their Mac computers.

RE: Windows 7
By JasonMick on 5/20/09, Rating: 0
RE: Windows 7
By OrSin on 5/20/09, Rating: 0
RE: Windows 7
By FaceMaster on 5/20/2009 10:03:21 AM , Rating: 5
you can really say MS is more full feature product

There I fixed it for you

RE: Windows 7
By Redwin on 5/20/09, Rating: -1
RE: Windows 7
By Master Kenobi on 5/20/2009 9:49:55 AM , Rating: 4
Well, most people are quite gullible. Look at the elections every 2-4 years. If people actually buy into that stuff, then what MS/Apple is doing is childs play.

RE: Windows 7
By Inkjammer on 5/20/09, Rating: 0
RE: Windows 7
By callmeroy on 5/21/2009 8:26:50 AM , Rating: 2
Sadly your comment on election season is quite true.....

RE: Windows 7
By meewok on 5/20/2009 10:01:04 AM , Rating: 2
What you said about Giampolo/MS can be equally said for Justin Long/Apple.

I would venture to say that Steve Jobs and co. have been using the mind trick for quite some time, much longer than MS, to convince these "weak-minded" people to give them money to be "cooler" than the rest.

RE: Windows 7
By JasonMick on 5/20/2009 11:03:22 AM , Rating: 2
Agreed, Apple persuaded the weak minded long before Microsoft did. In fact, thats arguably what revived the brand from near death in the 1990s.

Though Justin Long only appeals to certain demographics:

Gay Mac: I thought you recognized me at first thats why... but you're not my demographic so I'm not insulted.
Zack: Not really, who's your demographic?
Gay Mac: Do you love pussy?
Zack: I do!! [big smile]
Gay Mac: Then NOT you!
Zack: oh, okay.

RE: Windows 7
By aftlizard on 5/20/2009 11:27:05 AM , Rating: 4
That movie was horrible:

Zack Brown: Look at you! Anything I've seen? What movies?
Brandon: Oh, all sorts of movies with all-male casts.
Zack Brown: All-male casts? Like "Glengarry Glen Ross"? Like that?
Brandon: Like "Glen and Gary suck Ross's meaty cock and drop their hairy nuts in his eager mouth."
Zack Brown: [stunned] ... is that like a sequel?
Brandon: Sort of. It's a reimagining.
Zack Brown: Oh, like "The Wiz".
Brandon: More erotic. And with less women. No women, to be exact.
Zack Brown: I apologize in advance if I'm out of line here, but are you in gay porn?
Brandon: Guilty as charged.

RE: Windows 7
By crystal clear on 5/20/2009 9:47:48 AM , Rating: 2
Reuters) - Microsoft Corp is likely to show a new version of its Internet search engine publicly for the first time next week, the Wall Street Journal said, citing people familiar with the matter.

The software giant has been testing a new version of the service internally under the name of and it may become part of the firm's attempt to catch up with Internet search leaders Google Inc and Yahoo Inc.

Microsoft has hired JWT, a unit of WPP Plc, to develop an advertising campaign for the product, the paper said, citing people familiar with the matter. The search engine is expected to be unveiled at the "D: All Things Digital" conference.

Microsoft was not immediately available for comment

RE: Windows 7
By reader1 on 5/20/09, Rating: -1
RE: Windows 7
By aftlizard on 5/20/2009 11:30:47 AM , Rating: 4
I disagree. I mean google didn't become big because of something like that. When google entered the market was crowded with hotbot, aol, yahoo and some others yet they grew fast and became the biggest because they provided a less clustered interface and provided relevant results and word of mouth said "try google it's the best". WHy isn't that model good enough for MS?

RE: Windows 7
By TSS on 5/21/2009 7:58:32 PM , Rating: 5
the reason google got big fast is very easy:

google worked, the rest didn't.

i was using another, dutch search engine at the time. and it really made me search the internet. litteraly search. as in typing in your search into your adressbar then adding .com behind it was more effective.

google came along, you just type in what you need, first 3 links had it up and ready. fast, clean, smooth. and you wheren't plastered with ads like you where on MSN search.

MS has never been the best. they used dirty tactics in the past and have an established market now. so why be the best when you can rake in mountains of cash with "sufficient"?

RE: Windows 7
By mondo1234 on 5/20/2009 8:41:11 PM , Rating: 1
If Microsoft can pull off a slam dunk Windows 7 release they could drive Apple marketshare back down

Back down to what? I think you are forgetting it was the (very) small increase in market share and the poor (200 million plus?) sales performance of Vista that got us Win 7 this early. Whats the problem with here? I like MS, but I am not butt hurt over this thing. If Apple got them going, I say "Good Job Apple - Cuz We get Win7". Competition never got you anything but a better product earlier than expected. If thats the case, I say "More competition is better for us". I kind of get the impression your saying "Competition isn't good, we want the same old BS.........
Just wondering, do you shave your head and put on a white pillow case at night cuz you dont like Mac or Linux using foriengners around?
One thing for sure, Jason Mick will get you bitchin about something, even if its a better OS...
You Windows Fanboys are a tough one to figure out....

mmmmmmmm.... Lauren....
By mattclary on 5/20/2009 9:39:53 AM , Rating: 5
She totally flips my switch. Love the dark nail polish.

RE: mmmmmmmm.... Lauren....
By TomZ on 5/20/2009 11:11:51 AM , Rating: 3
She's way hotter than Justin Long!

RE: mmmmmmmm.... Lauren....
By Dennis Travis on 5/21/2009 3:26:08 AM , Rating: 2
If you are a dood sure she is hotter than justin long, but if you are a lady then you would probably go for justin I would think! :D

RE: mmmmmmmm.... Lauren....
By troysavary on 5/22/2009 1:11:30 PM , Rating: 4
Was reading some of the comments to my wife. She said she'd rather have Lauren.

RE: mmmmmmmm.... Lauren....
By Motoman on 5/20/2009 11:38:46 AM , Rating: 3
Holy crap. I'd do anything she wanted me to do.

RE: mmmmmmmm.... Lauren....
By PARANOID365 on 5/20/09, Rating: 0
RE: mmmmmmmm.... Lauren....
By Ozziedogg on 5/21/2009 5:04:22 PM , Rating: 3
nope, gimme Alex Guiness anyday. The brown robe, the beard, the distaste for tatooine space ports, the man is a sex beast.

windwos 7 buzz?
By Murloc on 5/20/2009 2:02:42 PM , Rating: 2
For example, the buzz around Windows 7, Microsoft's new OS, has been steadily growing since a beta was released to the public in January.

The people that get their mind changed by ads probably don't know much about windows 7 if at all.

RE: windwos 7 buzz?
By Targon on 5/20/2009 5:22:31 PM , Rating: 2
It isn't just advertisements, it is the presence, and teaching the public what to expect. There are many people who have avoided Vista, not because they tried it and did not like it, but because of negative publicity.

At this point, Vista runs fairly well on modern computers, but the negative press from 2007 is STILL causing people to buy computers with XP on them even if they don't have any reason to request Windows XP. You see the "Vista sucks" garbage everywhere, even when it is no longer justified.

So, Windows 7 causes people to take a second look at the normal "PC" market if they have been turned off by the negative press of Vista. It also helps get people over the hurdle of change. Look at how long Windows XP was out prior to Windows Vista. Except for the very long time between Debian GNU/Linux releases, has ANY OS been out without a major change for as long as Windows XP was?

RE: windwos 7 buzz?
By mattclary on 5/21/2009 9:33:07 AM , Rating: 2
people who have avoided Vista, not because they tried it and did not like it, but because of negative publicity

If by "publicity" you mean "word of mouth", then I agree with you. I don't think Joe Average hears much about how much Vista sucks (other than on Mac commercials). Most people I have talked about it with while doing my repair business have "heard" that Vista sucks from friends and co-workers. Rightly that it sucks or wrongly, that is the vector for the information.

Apple owners need to get back to reality
By PARANOID365 on 5/20/2009 12:27:21 PM , Rating: 1
The only reason people buy macs is because Steve has convinced them, (some how), that only cool people own macs, (which is kind of ironic considering Steve himself seems to be part of the socially challenged demographic, (or better well known as a loser, socially) .

So what you have here is a gang of losers trying to be cool when their clearly not, and to add insult to injury their getting raped by Apple at the same time, (now that genius marketing)!!

By MScrip on 5/21/2009 4:32:35 AM , Rating: 2
Most people who buy Macs don't even know who Steve Jobs is.

Similarly... people who buy Hondas don't know who the CEO of Honda is.

Tech blog readers ? regular people

By wallijonn on 5/26/2009 11:36:58 AM , Rating: 2
The only reason people buy macs is because Steve has convinced them, (some how), that only cool people own macs,

Funny, I thought I bought mine because I like OSX (I've been using Macs since System 6). Most people probably started to look at Macs when they bought their iPods. iTunes was the app they wanted and it only came on the Mac. Later it was ported over to Windows, though.

Do more people buy the iPod over the Zune? If so, why? Why does the iPhone sell so well when there are cheaper units available?

Maybe some things do work better than others.

By Abuadsiso on 5/20/2009 2:16:43 PM , Rating: 4
the only reason I was lured to this article.

all i have to say is
By alpensiedler on 5/20/2009 7:52:05 PM , Rating: 2
she's too skinny. gain 30lbs and i'll consider buying a pc. (actually i prefer pcs to macs, mostly because of the price of course).

RE: all i have to say is
By mattclary on 5/21/2009 9:38:44 AM , Rating: 2
Yeah she could stand to belly up to the cheesecake factory, but she is really cute. At 5'2" 10 lbs would go a long way on her.

And check this out:

She looks pretty awesome to me.

By mmcdonalataocdotgov on 5/21/2009 7:43:51 AM , Rating: 2
move along.

By Ozziedogg on 5/21/2009 5:09:04 PM , Rating: 2
You're right, I wasn't looking for any driods .

Great, Now Hype Up Windows 7!
By CKTurbo128 on 5/20/2009 10:13:24 AM , Rating: 3
This is why people should never underestimate the power of marketing.

Now, Microsoft really needs to build up marketing hype for Windows 7 this summer. While a lot of tech consumers are already excited about 7, the mainstream crowd barely knows what 7 is or why they should get it. If Microsoft can get people excited about the release of 7 like they did back in 95 with Windows 95, 7 will be a huge success.

Crapware is a bigger issue
By esotericjester on 5/20/2009 9:53:13 AM , Rating: 2
These survey results are interesting, but Microsoft's ability to keep OEMs from including crapware on their boxes is obviously much more important to combat for the "it just works out of the box" perception that Mac supporters trumpet.

Econ definately plays a role
By Xavier434 on 5/20/2009 10:14:43 AM , Rating: 2
The fact that it is currently being reported that only 20% of graduating college students are finding employment helps MS's cost effective ads a lot. The same can be said about the fact that many of the layoffs across the country are hitting the younger and less experienced employees. That is just one slice of the whole pie of course, but it is still a slice.

By MadMan007 on 5/21/2009 12:47:43 AM , Rating: 2
That's the Lauren from the first PC hunter ad?? Holy crap! They should have had her made up like that and not the frumpy look she had in the ad.

The study began in January
By rohith10 on 5/22/2009 4:46:00 PM , Rating: 2
The third paragraph should start with "The study began in January" instead of "The study began in March".

By Screwballl on 5/20/2009 10:56:57 AM , Rating: 1
Apple did, however, manage to tie Microsoft in the 35- to 49-year-old category.

Thats because the upper end of that range, and older thought they were deciding between Apples and Maraschino cherries... Why bother polling those on the edge of Alzheimers?

/sarcasm/ (I am not too far out of the low end of that age range myself)

By nixoofta on 5/20/2009 1:39:05 PM , Rating: 1
" You will laugh but then rate this post down. "

From Effect to Cause
By GaryJohnson on 5/20/09, Rating: -1
RE: From Effect to Cause
By PARANOID365 on 5/20/2009 12:12:37 PM , Rating: 1
I'm pretty sure they know what their doing genius !!

"I f***ing cannot play Halo 2 multiplayer. I cannot do it." -- Bungie Technical Lead Chris Butcher

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