Microsoft: Apple wanted Laptop Hunters ads pulled

[Oscar]

It should come as no surprise that Apple isn't a big fan of Microsoft's "Laptop Hunters" ads, but some may be surprised to learn the Mac maker's lawyers reportedly called a senior Microsoft executive and demanded the ads be removed.



Kevin Turner, Microsoft chief operating officer

(Credit: Microsoft)
The topic of the TV ads, which feature prospective buyers comparing the prices and features of Apple laptops and Windows-based laptops, came up at Microsoft's Worldwide Partner Conference in New Orleans on Wednesday. Kevin Turner, Microsoft's chief operating officer, was at the conference to announce that Microsoft was planning to open its first stores this fall, with at least some of the locations likely to be right near an Apple store.

But the most intriguing part of Turner's speech was when he recounted a telephone call he says he got from Apple's legal department demanding that Microsoft remove the ads. Here's Turner's tale, according to Microsoft's official transcript:


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.


Apple did not immediately respond to a request for comment, but it may have good reason to be upset. Since Microsoft launched the ads, which are a response to Apple's "I'm a Mac" ads, there is evidence that the campaign may be radically altering value perceptions of PCs. According to a report in AdAge, BrandIndex says Microsoft's so-called value perception has risen steadily since the campaign began in March, while Apple's has fallen.
Source: cnet
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bohooo

mac has no room at all to be pissed. that company is such a baby, they can make fun of vista all they want, but once microsoft shows a commercial that shows something different, mac cries like a little bitch. HA, thats so funny.

^Mac has seperated from Apple and become a different company?
Otherwise that statement is true.

Yeah they bash vista all they want but microsoft does an ad about how they are better and Mac begin whining. They need to get over it.

Yeah that is pretty hilarious, especially considering the first (and most) aggressive ads in this little battle came from Mac. Kudos to PC for pwning Mac haha.

[Coasterkidmwm]

Interesting how Mac doesn't want people to do comparison shopping. What does that say about the quality vs. price of their products.

^
Mac Quality: Sucks Price: SUCKS
Microsoft Quality: Amazing Price: Amazing

End of story

[rcmaniac25]

A great event has occured... Apple has admitted defeat, I have not seem a "I'm a Pc/Mac" commercials in about 2 months so I think Apple is going "Well we took down our ads, you take down yours."

Apple, Welcome to the world of marketing.

I'm a PC and I hate Mac.

^Thank you for contributing something that is useful.

Pertaining to the topic, just...Lol. Apple. I'd expect this from them. But you know what? The PC commercials are so true. I did it myself at Best Buy. I can confirm firsthand; as can many others I'm sure.

Apple has lost all of their self dignity with that article being released. Even though they made ignorant commercials, I still had a little respect for their company, and now its all gone.