Survey Says Microsoft Winning Mac vs. PC Battle

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 Age
Marcus Yam
Marcus Yam served as Tom's Hardware News Director during 2008-2014. He entered tech media in the late 90s and fondly remembers the days when an overclocked Celeron 300A and Voodoo2 SLI comprised a gaming rig with the ultimate street cred.
  • PanSola
    When it comes to Mac vs PC, yeah a PC is usually cheaper.

    Especially if it comes with Linux instead of Windows.
  • SirCrono
    When it comes to Mac vs PC, yeah a PC is usually better.

    There, I fixed it for ya.
  • starhoof
    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.
  • 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.
  • keither5150
    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.
  • outacontrolpimp
    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.
  • 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.
  • Greatwalrus
    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.
  • sneakypete
    To 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.
  • cruiseoveride
    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.