You think Apple is Microsoft closest competitor? It is not, M$ are not worried about Apple a bit. Steve Ballmer has said it alright, he is more worried by Linux than Apple.
The day Microsoft mention Linux in one of their adds is the day Ubuntu will have more than a million downloads, M$ does not want that. They can mention Apple, because Apple fills a niche and not everybody likes Apple. I do like Macs, but I still prefer a PC with Linux over a Mac.
Consider what Matt Rossof said, an analyst with independent research firm directions on Microsoft:
"Macintosh computers are a threat in precisely one market — upscale consumer PCs, a small part of the overall PC market,"
"Linux is a bigger threat because it competes in more areas such as server OSs, embedded systems and increasingly on client PCs with the rise of low-cost netbooks,"
Just for people to think about.
Dont make me laugh, who the heck wastes money on a company they don't view as a compeititor.
Since when does not being the closest competitor equals not being a competitor at all? Did I say they weren't a competitor at all?
These ads aren't about stealing Mac users, they are about keeping Windows users. You don't have to say you're the best, all you have to do is to say you are a viable option to keep the masses. Since we all know, at least the people within the 'techie bubble', that Linux and even OS X are a better option than Windows.
I think you make good points, addtoqueue, but if Microsoft thought like you, they'd be in serious trouble. These commercials are ALL about bolstering the Windows brand image, and diminishing the Mac brand image. Apple is Microsoft's CLOSEST competitor in the consumer marketplace (or their "CLOSET competitor", depending on your perspective)... moreover, they're effectively their ONLY competitor. If OS/2 Warp had taken off, and OS/2 Warp was being shipped on a number of OEMs, and IBM had the type of momentum Apple had, we'd be looking at a 3 horse race... but we're not there. Lindows (now Linspire) was an attempt to really get a consumer version of Linux going. It seems like a failure to me. With no strong push behind Linux in the consumer space, Microsoft is able to combat Linux in private, with its FUD regarding patent infringement. This chilling affect continues as an ongoing struggle that Apple is affected very little by.
Here is a simple test. Go to a CONSUMER website like... Best Buy (
www.bestbuy.com). Go to the search box, and type "laptop". Click the first category on the left hand side "Entertainment". In the list of laptops that appears, identify the number of different operating systems you see. Try each of the other 4 categories too (Internet & E-Mail, Ultraportable, Gaming, Small Business).
Now... try typing the following words into Best Buy's site search: "linux", then try "ubuntu". Microsoft aren't worried about Apple? Are you kidding me?
Apple is threatening their business on a number of fronts and the trend is not something that will be easy to reverse. Once a Mac users gets hooked on software like Garageband and iPhoto, and iMovie, it will be hard to find solutions as integrated (especially with each other) on Windows.
THREATS:
BUSINESS MODEL: There has been a
clear issue at stake here. Apple's business model isn't necessarily Microsoft's ideal philosophy, but it is a threat, and as such, must be considered if Microsoft is to continue growing its business. Paid Content
had an interesting article on this last year:
In its just-filed 10-K, Microsoft introduces a new risk factor that wasn’t there last year: “A competing vertically-integrated model, in which a single firm controls both the software and hardware elements of a product, has been successful with certain consumer products such as personal computers, mobile phones and digital music players. We also offer vertically-integrated hardware and software products; however, efforts to compete with the vertically integrated model may increase our cost of sales and reduce operating margins.” There’s obviously just one company they could be talking about there.
DEVELOPERS: Right now, Apple is using the iPhone as a developer trojan horse, ramping up the amount of developers versed in Mac OS software development. Developers (and their applications) has always been seen as a key advantage for any platform. The Amiga OS, of years ago, was put on the map primarily because of its "video toaster" solution from NewTek. The more developers Apple gains, the greater chance there is that one will leverage the platform to create something unreproducible and highly sought after by consumers.
CONSUMERS: Apple store remains a powerful force that puts other brand stores like Sony Style and the erstwhile Gateway Country to shame. The iPhone has taken the mobile world by storm, and has prompted all of the major players to begin actively incorporating features that strike at its strengths. The iPod/iPhone halo affect continues to earn the Mac platform consumer attention and credibility. The Apple store has been so successful in driving Apple product adoption and support, Microsoft has made plans for its
own foray into this area (much like it has with other successful Apple strategies).
MARKETSHARE: Apple continues to gain PC marketshare at a rate that, while inconsistent, still poses a threat to Windows dominance in the future.
Microsoft ONLY needs to continue with sizeable profits. If they can keep an equilibrium with Apple (where Apple has a diminutive marketshare, and they continue their overall portion), they're fine. If Apple can get more NEW computer users and converts from Linux, or if Mac users ALSO install Windows... Microsoft is happy. The tough spot is, that even Mac users running bootcamp or a VM ware solution don't always "count" in their column... and worst, sometimes tire of it, and eventually go to Mac only.
That said, I will now share a series of tangentially related Steve Jobs quotes, that represent a continuing narrative about the Mac, that were in NOT true or consistent, i would not regard the platform as highly.
"My opinion is that the only two computer companies that are software-driven are Apple and NeXT, and I wonder about Apple." - Steve Jobs, Fortune Magazine, August 1991
"Unfortunately, people are not rebelling against Microsoft. They don’t know any better." - Steve Jobs, Rolling Stone Magazine, 1994
"You know, I've got a plan that could rescue Apple. I can't say any more than that it's the perfect product and the perfect strategy for Apple. But nobody there will listen to me." - Steve Jobs, Fortune, Sept 1995
"If I were running Apple, I would milk the Macintosh for all it's worth — and get busy on the next great thing. The PC wars are over. Done. Microsoft won a long time ago." - Steve Jobs, Fortune Magazine, Feb 1996
"The era of setting this up as a competition between Apple and Microsoft is over as far as I'm concerned." - Steve Jobs, MacWorld 1997
"Nobody has tried to swallow us since I've been here. I think they are afraid how we would taste." - Steve Jobs, April 1998
"iMac is next year's computer for $1,299, not last year's computer for $999." - Steve Jobs, May 1998
"The cure for Apple is not cost-cutting. The cure for Apple is to innovate its way out of its current predicament." - Steve Jobs 2004, Apple Confidential 2.0
"They are shamelessly copying us." - Steve Jobs April 2005 (regarding Microsoft Vista)
Microsoft currently has SO many interests pulling at it, that its very difficult to see how they can function effectively.
~ CB
