The Apple Tax

Over the last few months Microsoft has been dialing up the rhetoric around the “Apple Tax”. Timing is everything and it is no different in advertising. When people were not worried about losing their jobs or paying the bills spending a few hundred bucks more on a Mac didn’t seem to be a problem. But times are changing and this economy sure helps. Steve Ballmer, who told a Business Week-sponsored forum last month that Mac customers were paying an extra $500 to get the Apple logo on what is essentially the same hardware.

Microsoft launch an advertising campaign called Laptop Hunters where they give people a set amount of money to find a laptop to meet their needs. If they get it for less they keep the cash. The recent commercial has a kid and his mom shopping for a new laptop.

This marketing campaign does get enough credit for being smart and effective. Microsoft’s response to Apple’s commercials has been direct and bold. Given the current economic environment, people are much more focused on making every dollar count. And these commercials hit and the heart of Apple’s premium pricing which has helped them amass a war chest of cash. Now that premium pricing will be under pressure.