Microsoft — ruffled by constant ridicule by Apple — launched its latest counter-punch last night with an explicit jab at its cool but expensive archrival in a prime-time ad featuring one thrifty young woman’s quest to find a 17-inch laptop for under four figures.
“Lauren”, a feisty, red-haired computer-shopper, is given $1,000 to score a laptop with a 17-inch screen, and told she can keep the change.
First stop: the Apple store. Cue disappointment. The cheapest Macbook laptop, with a 13-inch screen, is $999. Lauren consoles herself that she is “not cool enough to be a Mac person” anyway.
Next stop, Best Buy, where a plethora of Windows-powered machines are excitedly examined. She walks out with a suitable model for $699.99. “I’m a PC and I got just what I wanted,” she exclaims delightedly to the camera.
Microsoft’s reasoning is sound. They can’t acquire Apple’s fashion appeal, and pushing value over coolness will strike a chord in the recession.