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Survey Says Microsoft Winning Mac vs. PC Battle

By - Source: Tom's Hardware US | B 51 comments

Laptop hunters is having an effect!

By now we’re very well acquainted with the back and forth game that Apple and Microsoft play with their television ads.

Apple’s ran those “I’m a Mac” ads for years, which hopes to convince the customer that Macs are cool and easy to use, while PCs are for boring accountants who like being riddled with computer problems.

After years of that, Microsoft recently launched a reported $300 million ad campaign that includes the Laptop Hunters television commercial series. The Laptop Hunters series shows fictional – but somewhat realistic – shoppers looking for a notebook. The running theme in each ad is that the MacBook is too expensive and the PC is the better buy.

Those ads are working.

At least that’s the findings of a study done by BrandIndex, who asked 5,000 people whether or not they believe they get good value for their money from a PC or Mac.

Apple had its highest BrandIndex rating in late winter, according to Ad Age, with a score of 70 on a scale of -100 to 100 (zero means neutral). Apple today sits at a much lower rating of 12.4.

Microsoft sat near zero in early February to a value-perception score of 46.2 presently, noted the report.

The shifts found by BrandIndex in value-perception are interesting in that Apple fell as Microsoft rose. Could this be attributed to Laptop Hunters? Perhaps, which also strikes at a particularly price-sensitive time in the consumer market.

Source: Ad AgeSource: Ad Age

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Top Comments
  • 27 Hide
    SirCrono , May 19, 2009 11:13 PM
    When it comes to Mac vs PC, yeah a PC is usually better.

    There, I fixed it for ya.
  • 21 Hide
    tuannguyen , May 20, 2009 1:18 AM
    sneakypeteTo the Editor:After yet two more Apple bashing stories today ("Survey Says Microsoft Winning Mac vs. PC Battle" AND "Apple: Careful, Our Earbuds May Shock You"), I will not return to your website again. While I used to enjoy your site's informative articles on hardware, I'm tired of the anti-Apple slant of your featured stories (particularly the headlines which are designed to appeal to your obvious WinTel majority readers). After reading the phony spin of your "news" reports, I then move to the story comments where I have to read dozens of Microsoft fanboys rail against the Apple empire at about a 20:1 ratio. And now I'm about sick of it.You, your website and your MS idiot fanboy readers can all kiss my as*. I hope Tom's Hardware dies a quick death and ends up in the Internet dustbin like all the other completely biased but now irrelevant websites.


    sneakypete -

    I'm not really sure what you're referring to in terms of "Apple bashing" since we didn't say anything to "bash" Apple. We just reported what's going on.

    It's also ironic that you're accusing the editor (me) of bashing Apple and being anti-Apple, when I wrote this:

    http://www.tomshardware.com/reviews/apple-mac-leopard-windows-vista,1985.html

    Which was slammed by almost everyone who commented in the article.

    For the record, I have a Mac, so the basis for your complaint is completely off.

    / Tuan
  • 14 Hide
    stryk55 , May 20, 2009 1:39 AM
    sneakypeteTo the Editor:After yet two more Apple bashing stories today ("Survey Says Microsoft Winning Mac vs. PC Battle" AND "Apple: Careful, Our Earbuds May Shock You"), I will not return to your website again. While I used to enjoy your site's informative articles on hardware, I'm tired of the anti-Apple slant of your featured stories (particularly the headlines which are designed to appeal to your obvious WinTel majority readers). After reading the phony spin of your "news" reports, I then move to the story comments where I have to read dozens of Microsoft fanboys rail against the Apple empire at about a 20:1 ratio. And now I'm about sick of it.You, your website and your MS idiot fanboy readers can all kiss my as*. I hope Tom's Hardware dies a quick death and ends up in the Internet dustbin like all the other completely biased but now irrelevant websites.



    This is a report of a study done by BrandIndex. Don't be a jerk...
Other Comments
  • 2 Hide
    PanSola , May 19, 2009 11:03 PM
    When it comes to Mac vs PC, yeah a PC is usually cheaper.


    Especially if it comes with Linux instead of Windows.
  • 27 Hide
    SirCrono , May 19, 2009 11:13 PM
    When it comes to Mac vs PC, yeah a PC is usually better.

    There, I fixed it for ya.
  • 4 Hide
    starhoof , May 19, 2009 11:13 PM
    Its about time Microsoft made a good tv ad. Its good that they are hitting the fact that macs are overpriced, and that you pay more for the brand, than anything else.... way to go, in my opinion more competetive than mac ads.
  • 4 Hide
    Anonymous , May 19, 2009 11:17 PM
    Well considering it was the first Microsoft ad that did not bore the pants off me, it looks as though it has worked well. While the whole bickering between the two companies is more prevalent now that Microsoft is hitting back, the Mac ads have become increasingly juvenile and I think serious computer/notebook buyers are starting to cotton on to this. Will be interesting to see where the campaigns take us when Windows 7 is released.
  • 6 Hide
    keither5150 , May 19, 2009 11:29 PM
    I find the Mac vs PC debate entertaining.

    I am currently using MS powered PC's. However, that would change if some company did it better and offered me better value. I would jump ship quick. I jumped from AMD to Intel with the release of C2D.


    If someone proves me wrong.... and shows me better value somewhere else. I would appreciate it. I am a heavy HTPC user and avid gamer. These two things make earning my business very difficult for another company other than MS.

    Mac users tend to be more enthusiastic about defending their buying decision. That is what I find funny.

    If someone proved to me that I would be better served by another company for less money. I would thank them.

    Being a fanboy or fanboi of any company is pretty stupid.

    For the record, I have many hours on OSx. It is a pretty solid OS once you get used to it. I personally don't see any value in OSx over Vista or Win 7.
  • 3 Hide
    outacontrolpimp , May 19, 2009 11:38 PM
    They really need to make a add saying the truth about OSX Apple lies about viruses and crashes all the time because ive used them a tiny bit for reports and stuff in the library, and they have crashes, and my friend trying to get illegal music, got a virus. Its all the same, Apple just lies.

    I really dont like how hard macs are to use also, my friends ask ME all the time about macs when ive only used the a tiny bit, and they own them.
  • 11 Hide
    Anonymous , May 19, 2009 11:38 PM
    No doubt, PC is by far a better buy these days. I sold off two Mac's which I was becoming tired of all the Apple exclusive crap I was dealing with. Plus, the bottom line was Apple really does not offer much choice in laptops. I really wanted a Macbook with a 15" screen. Unfortunately I would have had to shell out $2000 for a Macbook Pro. Instead I bought a Lenovo and a Dell desktop for under $1400. Yea, I know Apple fans would say I bought cheaper and slower hardware. But to be honest it was all I needed. I don't hate Apple like some hate Microsoft or Dell or whatever. I just thought practically and decided PC has much more price choices.
  • 2 Hide
    Greatwalrus , May 20, 2009 12:09 AM
    When watching TV, I've seen tons of the Laptop Hunter commercials, but I've only seen a "I'm a Mac" commercial like once or twice during that same time-frame.
  • 5 Hide
    cruiseoveride , May 20, 2009 1:10 AM
    Microsoft is fighting for Dell, HP, IBM, Acer, Lenovo, Samsung, Asus, MSI, Sony etc...

    Its about time they did something for all those vendors they've been strangling all these years.
  • 21 Hide
    tuannguyen , May 20, 2009 1:18 AM
    sneakypeteTo the Editor:After yet two more Apple bashing stories today ("Survey Says Microsoft Winning Mac vs. PC Battle" AND "Apple: Careful, Our Earbuds May Shock You"), I will not return to your website again. While I used to enjoy your site's informative articles on hardware, I'm tired of the anti-Apple slant of your featured stories (particularly the headlines which are designed to appeal to your obvious WinTel majority readers). After reading the phony spin of your "news" reports, I then move to the story comments where I have to read dozens of Microsoft fanboys rail against the Apple empire at about a 20:1 ratio. And now I'm about sick of it.You, your website and your MS idiot fanboy readers can all kiss my as*. I hope Tom's Hardware dies a quick death and ends up in the Internet dustbin like all the other completely biased but now irrelevant websites.


    sneakypete -

    I'm not really sure what you're referring to in terms of "Apple bashing" since we didn't say anything to "bash" Apple. We just reported what's going on.

    It's also ironic that you're accusing the editor (me) of bashing Apple and being anti-Apple, when I wrote this:

    http://www.tomshardware.com/reviews/apple-mac-leopard-windows-vista,1985.html

    Which was slammed by almost everyone who commented in the article.

    For the record, I have a Mac, so the basis for your complaint is completely off.

    / Tuan
  • 14 Hide
    stryk55 , May 20, 2009 1:39 AM
    sneakypeteTo the Editor:After yet two more Apple bashing stories today ("Survey Says Microsoft Winning Mac vs. PC Battle" AND "Apple: Careful, Our Earbuds May Shock You"), I will not return to your website again. While I used to enjoy your site's informative articles on hardware, I'm tired of the anti-Apple slant of your featured stories (particularly the headlines which are designed to appeal to your obvious WinTel majority readers). After reading the phony spin of your "news" reports, I then move to the story comments where I have to read dozens of Microsoft fanboys rail against the Apple empire at about a 20:1 ratio. And now I'm about sick of it.You, your website and your MS idiot fanboy readers can all kiss my as*. I hope Tom's Hardware dies a quick death and ends up in the Internet dustbin like all the other completely biased but now irrelevant websites.



    This is a report of a study done by BrandIndex. Don't be a jerk...
  • 6 Hide
    mook33 , May 20, 2009 1:42 AM
    I think the difference is due more to the "times" than the commercials; Macs are simply an expensive option right now.
    I love my Mac, but if someone's strapped for cash & wants "bang for the buck", a PC is in my opinion a better option. I use my Mac for everything, and love it...but if you know what you're doing, you can get a LOT for your money by building your own PC. I had done that for almost 2 decades, and just didn't want to do it anymore...and honestly have fallen in love with the services Apple offers (MobileMe coupled with a Mac, PC, and an iPhone is an amazing combo)...but it's not for everyone -- at least when times a tough.
  • 6 Hide
    MercAB3 , May 20, 2009 1:55 AM
    Tuan, Tuan, Tuan... It took 4-5 months for the inferno in the comments section of that article to die down and now you want to remind us about it?

    Should have just let Sneakypete get modded down to -20 and not worry about it. Remember the rule: "Don't feed the trolls."
  • 4 Hide
    JJ_Boja , May 20, 2009 3:05 AM
    I am running Windows 7 RC on my 2008 MacBook Pro (dual-boot via Boot Camp), which I chose strictly on the merit of hardware components and I can tell you that no other laptop (and I had many, even a Voodoo Envy) ever ran this good and solid for me. Now that has to speak volumes in favor of effort on Microsoft's part to actually pull of an OS that runs just as good (and maybe even better) on competitor's custom-fitted hardware/software in a pre-release state... Can Apple claim the same...
  • 2 Hide
    JJ_Boja , May 20, 2009 3:30 AM
    ...and to complete my point, especially since I mentioned that I use Apple hardware for its quality - while Apple is trying to lure you in to their "special HW/SW blend" (with a slew of its own problems mind you) and charge you arm and a leg for it, Microsoft is actually trying to give you the freedom to choose your components, which in the end is what's giving it the bad rep. See, the problem with Microsoft is not the software (although Windows has had it's share of embarassing technologies, but so did Apple), but the sea of cheap and crappy hardware and poorly written device drivers that it is trying to accomodate so you don't have to spend $2K to buy a laptop that serves your every day needs. Microsoft is actually making quite an effort, given that it is trying to pull behind it all the garbage hardware that is dragging it down, so when you compare the two, don't compare Apple to Microsoft, cause Microsoft Windows runs just fine on $2K worth of hand-picked quality components.
  • 3 Hide
    invlem , May 20, 2009 4:36 AM
    The quality arguements between Mac and PC are valid for the average buyer who doesn't know a whole lot about computers in general.

    For a person who knows little of computers you're much more likely to luck out with a Mac than a PC. PC manufacturers range from very high quality to down right garbage, where as with a Mac you're basically guaranteed a certain level of quality no matter what you buy.

    For experienced computer users however, I believe the majority of us are more than capable of picking and choosing a good quality system (or building our own from reputed good quality vendor components). Its for these users where Macs are really a tough sell, unless they have a very specific usage in mind.
  • 4 Hide
    androticus , May 20, 2009 5:00 AM
    I love my MacBook but it is almost 3 years old now and I'm going to be hard pressed to justify the now sizable difference in price between MacBooks and PC laptops when I buy a new one. Apple needs to start lowering their prices or they risk losing a lot of business.
  • 2 Hide
    that_aznpride101 , May 20, 2009 7:24 AM
    sneakypeteTo the Editor:After yet two more Apple bashing stories today ("Survey Says Microsoft Winning Mac vs. PC Battle" AND "Apple: Careful, Our Earbuds May Shock You"), I will not return to your website again. While I used to enjoy your site's informative articles on hardware, I'm tired of the anti-Apple slant of your featured stories (particularly the headlines which are designed to appeal to your obvious WinTel majority readers). After reading the phony spin of your "news" reports, I then move to the story comments where I have to read dozens of Microsoft fanboys rail against the Apple empire at about a 20:1 ratio. And now I'm about sick of it.You, your website and your MS idiot fanboy readers can all kiss my as*. I hope Tom's Hardware dies a quick death and ends up in the Internet dustbin like all the other completely biased but now irrelevant websites.


    What an idiot... I've never seen any kind of flaming comment on TH directed toward an editor like this, even in Intel/AMD review articles. But at least the guy was a newb and not a long time TH registered member, according to his profile.

    The TH community is much better off without this guy.
  • -5 Hide
    ossie , May 20, 2009 7:39 AM
    Just a little question: who funded this "survey"? It would be really relevant.
    As usual, TH bends the way the wind is blowing... bringing more $$$. The idiotic add on the left side, which is stubbornly following around the page, is tale-telling.

    cruiseoverideMicrosoft is fighting for Dell, HP, IBM, Acer, Lenovo, Samsung, Asus, MSI, Sony etc...Its about time they did something for all those vendors they've been strangling all these years.

    They are fighting just for themselves. m$ won't give a $hit for any of those manufacturers, if they wouldn't bundle m$ crap.
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