Microsoft’s new commercials have Apple feeling the pain
by Ray.Ibanez on 27/05/09 at 3:21 pm
Apple has been giving Microsoft a beating with their Mac vs PC marketing campaign, but it seems that the tables have turned with Microsofts’s latest group of commercials aimed at bringing the fight to Apple. Microsoft’s latest ads are meant to convince computer shoppers that PC are a better value than the more expensive Macs, which is true. The person in the latest “Laptop Hunter” documentary style commercials even went so far as to state: “I’m just not cool enought to be a Mac person.” The commercials appear to be working, BrandIndex found the age group gave Apple its highest rating in late winter, when it notched a value score of 70 on a scale of -100 to 100, their score started to fall after the new Microsoft ads and it is now at 12.4 with Microsoft seeing an increase to 46.2. Not bad Microsoft.
Based on daily interviews of 5,000 people, BrandIndex found the age group gave Apple its highest rating in late winter, when it notched a value score of 70 on a scale of -100 to 100 (a score of zero means that people are giving equal amounts of positive and negative feedback about a brand). But its score began to fall shortly after and, despite brief rallies, hovers around 12.4 today. Microsoft (MSFT), on the other hand, has risen from near zero in early February to a value-perception score of 46.2
Research firm NPD Group says Apple’s April Mac shipments were down 1.8% year-over-year. That’s better than the 5% to 10% drop that Piper Jaffray analyst Gene Munster expected earlier today — good news. But based on Munster’s assumptions about May and June, he expects Mac shipments to decline 8% to 16% year-over-year this quarter, roughly in-line with the Street’s -7% to -10% estimate.
-Ray
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