Microsoft attempts to sour Apple's laptop launch

Tactics reminiscent of a close presidential race seem to be popping up in Microsoft Corp.'s rivalry with Apple Inc.

Just a few weeks ago, Microsoft, tired of being the butt of Apple attack ads, launched a positive series of commercials highlighting the diversity and coolness of Windows users. But then in the hours before this week's product announcement from Apple, Microsoft went negative.

A Monday evening e-mail from Microsoft's outside PR firm titled "Why You'll Find Better Value in Windows PCs than Macs" aimed to deflate anticipation that that Apple might unveil a cheap-by-Apple-standards $800 laptop. (The rumors were off by $200).

Microsoft laid out its talking points - among them that Windows PCs come with more power and features for lower prices, while Macs are even pricer than they look because they don't come with enough software.

In true political style, Microsoft trotted out a hidden "Apple tax," an extra $1,000 or more Microsoft says people switching from PCs to Macs must pay to "rebuy" software and hardware for their new system.

And what's more, "Macs, due to their high upfront (prices), won't sell in a more conservative market."

(Steve Ballmer, Microsoft's CEO, did not pop up to say he approved the message; the e-mail suggested journalists attribute the quote to "a Microsoft spokesperson.")

On Tuesday evening, the Microsoft camp followed up with a colorful chart akin to a post-debate fact-check, showing Windows PC configurations similar to Apple's new MacBook and MacBook Pro models at comparable, or lower, prices.

"Bottom line: you're going get a great Windows Laptop with a lot more, at a lower price than any MacBook. Period," the agency's e-mail read.

To push the political parallel even further: If Microsoft's message is aimed at "swing voters" who might be tempted by a Mac, the software maker might not be speaking their language.

Apple's decision to keep its Mac prices at $1,000 or more indicates the company doesn't think economic turmoil will stop its target customers from buying a Mac. Nor does Apple believe Mac users would give up the simplicity of their machines for the ability to do some tinkering under the hood on a Windows computer, as Microsoft suggests.

I appreciate the UNIX underpinnings that make the Mac, well, just robust. I like the fact that I'm working on it 30 seconds after I turn power on and 3 seconds to turn it off. I can also do anything on my Mac that I can do on a PC - right out of the box. OpenOffice and many other free software titles out there allow total compatability with my PC. Many people buy a Mac because they don't want to hear about sluggish response due to spyware and virus scanners and the usual PC plagues.

Microsoft is a marketing company, not a software company. I see eye-candy (Vista) but no substance. I've heard it said that Microsoft needs no R&D dept. - they have Apple. Please, I don't want to sound like a Microsoft basher. I'm not. There is room enough for 2 or more players.

Apple appeals to a certain segment who appreciate the system aspects. PCs appeal to those who want to tweak their system.

People do buy things based on marketing, but Apple just turns their customer insanely. Hardware is hardware. All things being equal, what's left. I don't think Microsoft has the vision to be innovative anymore. Too much inertial for a big company to overcome. Apple still continues to surprise me. Certainly, their choice of OS swayed me. The Apple ads play to that without hitting below the belt.

You do get what you pay for.