Microsoft Changes 'Laptop Hunters' Ad In Response To Apple's Pressure (VIDEO)

08/24/2009 05:12 am ET | Updated May 25, 2011

Microsoft has caved to Apple's demands.

As we pointed out last week, Apple recently asked Microsoft to change its 'Laptop hunters ads,' which showed price-conscious shoppers cheerily choosing PCs over more expensive Macs.

Apple complained that the price comparison claims were overblown, and COO Kevin Turner joked at a conference about getting an angry call from his arch rival. PC world reported on Turner's conference quip:

"And you know why I know they're working? Because two weeks ago we got a call from the Apple legal department saying, hey -- this is a true story -- saying, "Hey, you need to stop running those ads, we lowered our prices." They took like $100 off or something. It was the greatest single phone call in the history that I've ever taken in business. (Applause.)"

AdAge reports today that Microsoft has now changed its ads in response to Apple's pressure. Specifically, Microsoft changed its "Lauren and Sue" ad, in which Lauren and her mother search for a laptop for under $1,700.

The original version featured these lines: "This Mac is $2,000, and that's before adding anything."

"Why would you pay twice the price?" Lauren's mom asks. Unfortunately, that version has been removed from YouTube.

In the current incarnation of the ad, which we've included below, that section has been edited out. Instead, Lauren says: "It seems like you're paying a lot more for the brand." (Notice how she doesn't mention a specific brand). Lauren ultimately walks away with a $972 Dell.


Microsoft issued this statement to AdAge: "We slightly adjusted the ads to reflect the updated pricing of the Mac laptop shown in the TV advertisement. This does not change the focus of the campaign, which is to showcase the value and choice of the PC."

What do you think? Is this Microsoft ad more fair? Are the changes just cosmetic? Will this convince you to buy a PC?

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