Microsoft started a $300 million marketing campaign on Thursday, aimed at improving the image of its Windows Vista operating system and strike back at Apple's "Mac vs. PC" ads.
The first commercial of Microsoft's new marketing push aired on
Despite selling more than 180 million licenses since its launch
in 2007, Windows Vista continues to suffer from the perception
that the operating system is clunky and hard to use compared with
That image has been stoked by Apple's "Mac vs. PC" ads featuring
a geeky and unfashionable PC guy unable to keep up with a
better-looking, hip Mac counterpart.
Apple has steadily gained market share against PCs in recent
quarters. In the June quarter, Gartner said Apple accounted for
8.5 percent of U.S. computer shipments, a rise of 38 percent from
a year earlier. That outpaced the overall U.S. computer market
growth of 4.2 percent.
Microsoft said the commercial is part of a broader, long-term
initiative to change consumers' perception of Windows, which will
include setting up a retail corner at several hundred Best Buy
and Circuit City stores staffed by "Windows Gurus" to explain the
benefits of Windows.
The company also said it has been working with PC makers to
optimize systems to speed up computer boot times and improve the
overall experience of using a Windows machine.
All the major PC brands are expected to introduce new or revamped
models, which Microsoft calls a new category of PCs, with
improved designs in the next few months.