I read this a while ago after the first Laptop hunter article came out and I think it was very well said....
"Interesting article, but I think you’ve missed several points about the purpose of these ads.
First, as Fazal mentioned above, current Mac owners are not generally inclined to switch, so advertising to them – as you suggest Microsoft ought to do – would be a complete waste of their money. “Deep pocketed people who buy Macs” will continue to buy Macs, regardless of what Microsoft might put into its advertisements. Even if it were theoretically possible to convince a few of them to switch, the cost per conversion would be far higher than the potential profits. (The only group of current Mac users I can think of who might be seriously tempted to switch to PCs are those who simply have less money to spend on a computer today than they did when they bought their Macs the last time around – and these ads might actually resonate fairly well with that group.)
Second, you seem to be overlooking the fact that Microsoft — unlike Apple – simply doesn’t care how much your computer costs. For all practical purposes, they’ll make the same amount of money on the sale of a $500 PC as they will on the sale of a $2500 PC. Microsoft is perfectly happy to let Dell and the other manufacturers market their own high-end models, with their own money (which, in fact, they’ve been doing); those are the parties who have a tangible stake in convincing people to buy high-priced hardware. While Microsoft certainly won’t mind picking up a license payment for each Adamo that Dell manages to sell, the vast majority of their Windows revenue comes from the much larger volume of low- to mid-range PC sales. So that — logically enough — is what they’re spending their advertising money to try and encourage.
Third, contrary to what people keep claiming, these ads are not about urging people to buy the cheapest computers on the market; they’re pointing out that within any given price range (including price ranges that WOULD allow you to buy some sort of Mac if you wished to, which has been the case in every one of the ads to date), there’s a much wider choice of models and options available in the PC world than you can get from Apple. Even if you’re personally convinced that ALL those choices are inherently worse than an equivalently-priced Mac, a fair-sized portion of the buying public disagrees, and with good reason: this abundance of alternatives allows them to make trade-offs on aspects of the computer that they don’t care so much about, in order to get exactly what they want on the attributes that matter most to them — and to do so within a price range of their choosing.
The first commercial’s scenario of looking for a computer with a 17″ screen is a good example. Because of the way Apple vertically scales all of a machine’s specs from any one of its models to the next-pricier one, in order to get a MacBook with a screen that size, you’d have to spend at least $2800 — for a fabulous machine, admittedly, but if you just wanted that screen to watch DVDs on occasionally, or you simply prefer the larger keyboards that typically accompany large screens, then all the extra computing horsepower you’d have to buy along with the screen on a MacBook would amount to very expensive overkill.
Microsoft and Apple simply operate under different philosophies. Apple assumes that people’s requirements are absolute, and their budgets will stretch to accommodate them. Microsoft assumes that people’s budgets are absolute, and their requirements will bend to accommodate them. Neither company is wrong; they’re just targeting different sets of customers. Apple’s philosophy is consistent with a maker of luxury goods; Microsoft’s is consistent with a maker of mass-market goods. Both approaches make perfect sense, given their respective customer bases.
So, if the two companies have mostly-separate (and mostly-locked-in) constituencies, who are these ads trying to influence? The people on the borderline — those who aren’t fanatical enough about the Mac experience to insist on buying one at any cost, but who have sufficient funds available that they COULD buy one (albeit perhaps a lower-end model) if it turned out to meet their needs. All the ads that have aired so far are basically saying, “Yes, that Mac is beautiful, but do you really NEED it? Couldn’t you get more for your money with a PC?” Which is a reasonable question to ask at any time, but one that’s particularly resonant in a down economy.
I agree with you that the ads won’t drive many new sales, in the sense of causing non-Windows-users to switch, but they do stand a good chance of slowing the exodus that’s been taking place in the other direction over the past few years. They’re a defensive move, but a pretty effective one."
But I too agree that Macs are definitely overpriced. Compared to equivilently spec'd laptops from plenty of manufacturers, you can often get a larger (large screen if you want), faster, more versitile (More "Bells and whistles") laptop for quite a bit less. And I'm always hearing this argument "Well, think of the Mac as the BMW and the PC as the Toyota". I've never quite understood this. Especially when you consider the fact that pretty much 100% of the time, for the same amount of money that you can spend on a Mac, you can get a better spec'd PC. And in addtion to that, majority of time, and as people have already pointed out, you can even get a better spec'd PC for hundreds less than a mac. So wut exactly makes the Mac the BMW? Mac OS X? Nothing against Mac OS X, I've used it and I like, but come on, it's not worth the extra money that you have to spend by going with a Mac. After SP1 Vista wasn't THAT bad at all. And Windows 7 is just awesome imo. And as far as viruses/malware goes, if it means saving hundreds of dollars and getting better hardware, I don't mind making a few extra mouse clicks to download FREE and effective Anti-virus/malware software (For example, Avast! & Spybot Search and Destroy). It has also been proven that you aren't free and clear from viruses on a mac either. I also read that Apple stated that the reason why you pay more for a Mac is because of all the bundled software that comes with it that you would HAVE to buy if you bought a PC. Now, i'll admit, Macs do come with some damn good software. But if that is the reason they cost so much more then I have to say that they are taking it WAY too far assuming that every person that buys a PC (And hell, even Macs) would actually NEED that software. For some people money isn't an object and they can just buy whatever they want. But for a large amount of people, money is an issue and many don't want to have to spend alot of extra money for sub par hardware and software that they wont' every really use. Like the guy I quoted above said, in PC world, in any given price range, there are just way more opions compared to Macs.