When Will the Battle Cease?

The New York Times recently did an article discussing Apple’s current marketing campaign and what their doing with advertising. It focuses in on its’ ongoing battle with Microsoft as it tries to claim dominion over the computer industry. Apple’s advertising agency TBWA/Chait/Day confronted IBM back in ’84 and The New York Times is saying their current competition with Microsoft is similar to that. Apple increased marketing and advertising expenditures the last three months of 2008 and it has put them as “the second-most prolific technology advertiser, behind only Microsoft.”

It really bugs me when companies compare themselves to a specific brand in their advertisements. I think it shows poor character and insecurity. Saying this, I have never been a fan of the ‘I’m a Mac’ commercials because I think there are far more creative ways to distinguish yourself then degrading another brand. But the competition is thick between the two companies. The president of the Creative Strategies branch of Apple discusses in the article that their trying to take advantage of the time Mac has before Windows 7 (the upcoming Microsoft OS) is released. Microsoft got terrible rep for releasing Vista and is expected to make a comeback so Apple is undergoing full-fledged marketing at this point.

I really hope that in a year the competition between Apple and Microsoft has matured and Apple can distinguish itself confidently and without degradation (Although, I will agree that the commercials are pretty humorous at times). TBWA/Chait/Day’s famous Apple advertising has always been an attack against their competitor, but it has worked and I suppose that is the point. But personally, I appreciate brands who can come up with something other than “Well we have this feature and you don’t” advertising.