Apple Hints at Mac Counterattack on Windows 7

With the release of Windows 7 next week, senior Apple VP Phil Schiller is boldly asserting that it “presents a very good opportunity for us.”

That opportunity will possibly come in a series of ads contrasting Windows with OS X, at least according to Peter Burrows of BusinessWeek. The expected campaign is expected to take Windows 7 on directly, and will likely “poke fun” at the upgrade process, from backing up data and reformatting drives to reinstalling software.

“Any user that reads all those steps is probably going to freak out. If you have to go through all that, why not just buy a Mac?” says Schiller.


The idea is that, rather than upgrade, people will be buying new computers, but the problem with Macs — especially in difficult economic times — is price. To that end, rumors continue to swirl regarding price reductions. Just last week, Google AdSense placements temporarily appeared in several European countries hinting at new iMacs, Mac minis and MacBooks. While only the Mac minis listed lower prices, it’s certain that new MacBooks and iMacs will have speed and storage increases, and the rumor of Blu-ray for the iMac persists.

In the interview, Schiller deflected inquires about new Macs and lower prices, remaining dismissive towards Windows and predicting a poor upgrade rate for Windows 7 compared to Snow Leopard. In the end, Windows is “still Windows.”

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