Microsoft Adds 'Apple Tax' to PC RhetoricBy Charlene O'Hanlon | Posted 2009-01-06 Email Print
Microsoft's new anti-Apple campaign claims that non-Microsoft users pay more for Apple hardware and have fewer peripheral and software choices than PC users. Those costs add up to an "Apple Tax" -- or penalty users must pay for choosing Apple over a PC.
Microsoft must be feeling the heat from a growing acceptance of
Apple Mac products, as a new campaign by the Redmond, Wash.-based
company is pushing the concept of an "Apple tax" for non PC-users.
The campaign, which Microsoft began last fall, claims that non-Microsoft users pay more for Apple hardware and have fewer peripheral and software choices than their PC brethren. Microsoft even created a chart proving the increased cost. (Ironically, the chart does not include the after-purchase costs associated with downtime and repairs that Microsoft users experience far more than Mac users.)
The idea of non-Microsoft users paying added costs in their computing experience is not new to Microsoft’s marketing department. In 2004, the company launched a similar campaign aimed at Linux users, claiming that Microsoft Windows Server System was much more cost-effective than a Linux-based solution. It even funded research to support that claim and built a Web site around it.
In discussing the so-called "Apple tax," Brad Brooks, vice president of marketing for Windows, said the economy will force many people to rethink how much they want to pay for a new computer.
"More and more people are going to be scratching their head and saying, 'Is that a tax I am really willing to pay?'" he said.
Brooks also noted that the "Apple tax" campaign may show up in online marketing campaigns and future Microsoft commercials.