With the fears of recession and overall scrimping on unnecessary expenses, Microsoft shows some marketing savvy by positioning it as the better and cheaper alternative to Apple’s Macintosh.
Microsoft recently released a new ad featuring Lauren, a bespectacled redhead. In the commercial, a voice-over tells her to go hunt for a laptop that would suit her needs, and if she does, Microsoft would buy it for her. Lauren then goes into an Apple store, but quickly goes back out and dejectedly reports that the store did not have her preferred laptop: one that has a comfortable keyboard, a 17 inch screen and fast performance. The only thing she could afford from the Apple store is a 13 inch Macbook.