November 2, 2009 10:44 AM PST

Apple goes after Windows 7 on Google

by Chris Matyszczyk
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There are many ways of showing respect to those you don't actually respect.

So it's touching to see that Apple has not only produced a few "Get A Mac" ads to darken the hearts of those about to upgrade to Windows 7, but has also donned its Wellington boots, gone down on its knees, and offered a dig in the grubby world of search.

I am grateful to The Next Web, who discovered that Cupertino has been throwing a few grenades into Google searches such as "Download Windows 7" and "Windows 7 download."

(Credit: The Next Web)

While one naturally expects to see ads for Microsoft stores adorning these searches, Apple has slipped in ads that suggest the best way to upgrade to Windows 7 is to actually purchase something from the Apple family.

Some might find it amusing simply that Apple is using such a tactic. But perhaps others will be a little disappointed that the wording for the ad is so straight. No jibes. No subtle suggestions that Windows 7 is merely a Manchurian macrame version of Vista. Not even a hint that Windows 7 will make you more miserable than eggnog ice tea.

How sad.

Chris Matyszczyk is an award-winning creative director who advises major corporations on content creation and marketing. He brings an irreverent, sarcastic, and sometimes ironic voice to the tech world. He is a member of the CNET Blog Network and is not an employee of CNET.

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Add a Comment (Log in or register) Showing 1 of 2 pages (97 Comments)
by mrcjacobs November 2, 2009 10:59 AM PST
Poor poor Apple. It must alarming for them to see the warm reception Windows 7 is getting. It's makes those get a Mac ads seem like sour Apple(s) from the runner up in the pc space. It's ok Apple, there will always be those that love you. Us Linux users have had to deal with it for years. Keep your head up. Being 2nd fiddle isn't so bad. Lol.
Reply to this comment
by dylerl November 2, 2009 11:07 AM PST
How can you say that there has been a warm reception for windows 7? The reviews have been good but we won't find how it is doing with consumers until much later, we don't know what this is going to be and it may be bad. We will have to wait at this point to see if Windows 7 did fix Microsoft's image after the Vista debacle, and Apple does not care they are doing very well and do not have to worry right now!!
by rationalreview November 2, 2009 11:14 AM PST
Sour Apple's, good one.
by Random_Walk November 2, 2009 11:34 AM PST
Yeah, poor Apple, making money hand-over-fist and growing like gangbusters, while their main competition is fervently praying that the 'at least its not Vista' reviews are enough to sell licenses...
by kojacked November 2, 2009 12:09 PM PST
The only people praying here are the Microsoft haters. Windows 7 has a lot of positive buzz and with Christmas right around the corner it's a great time to have those eyeballs. Can you feel the entrenchment of Windows 7 beginning? Ooooh that's gotta feel so good...
by dhavleak November 2, 2009 1:00 PM PST
I'm actually surprised that Google sells adwords to one company that are that company's direct competitor's trademark. (In this case, "Windows 7" being a Microsoft registered trademark, being the ad-word that Apple has big on, to link their advertisement to).

Google had announced earlier this year that they were going to change that policy. See here:
http://arstechnica.com/web/news/2009/05/google-may-relent-on-adwords-trademark-usage.ars

I guess everything is ok when it comes to fighting Microsoft.
by protagonistic November 2, 2009 1:50 PM PST
Yeah poor Apple. They will have to be content with a growing worldwide market share.

"The news is not all positive for Microsoft, though. As a whole, the Mac OS continues to gain on Windows. As of October, Windows had 92.5 percent of the worldwide operating system market, but Mac OS reached 5.27 percent, up from 5.12 percent in September."
by SunnyGuy53 November 2, 2009 4:47 PM PST
What you never heard of advertising before? If advertising shows desperation, then what does that say about Microsoft? Get a life. Or maybe an iLife.

Sunny Guy
by amit_abhishek November 2, 2009 10:25 PM PST
hey mrjacobs, u know what!!!!$220 I saved on Win7; I was able to buy 3 PS3 games and 1TB portable HDD and still have some money for beer. Ubuntu rulz!!!!
by bsharkey November 4, 2009 11:37 AM PST
stupid Mac marketing attention w****s. can't let the spotlight off themselves and their stupid boring ads for a minute. talk about sad: so sad.
by CCastilla November 2, 2009 11:04 AM PST
I'm actually more alarmed that Apple is still doing business with Google
Reply to this comment
by Random_Walk November 2, 2009 11:35 AM PST
Apple still does business with Microsoft, and vice-versa.

Meh - when you get that big, it's kinda unavoidable.
by atish505 November 3, 2009 12:03 AM PST
Why? U don't use Google Maps and Gmail on iPhone?
by bowlie1 November 2, 2009 11:09 AM PST
Er, what's the issue here. All recent Macs, which have a Intel chip, can run windows - either using the free Boot Camp included in OS X, or with some (not so free) third party software, can run Windows 7.

If you're buying a new PC, why not get one that can run both? Before you remind me of the higher cost, no issues there - Macs do cost more but they are good (IMHO better) value for money.
Reply to this comment
by CyR00k November 2, 2009 11:43 AM PST
If someone can buy the same hardware for less money how is it a better value to pay more for it?
by WillKill07 November 2, 2009 11:46 AM PST
The only reason why Windows is able to be installed on a Mac is because Microsoft allows any third-party company to install Microsoft's software on their hardware. Microsoft cannot simply say "no". Apple, however, has printed in their EULA that Mac OS X can only be installed on Apple hardware; therefore exclusively limiting the Mac OS on their hardware. Your reasoning behind getting a computer that can run both operating systems is invalid because Apple forcefully limits the hardware that their OS can be run.
In no way is it a better deal to purchase a Mac over any "PC brand." If you want to install Windows on the purchased Apple product, don't forget that it's another $200 for a Windows 7 Home Premium license. Essentially, it is $200 plus the "Apple Tax", which I will admit is finally decreasing (and a smart move by Apple).
by WebBuddha November 2, 2009 2:12 PM PST
Wow! Better value? Wow. Congratulations your brainwashing is nearly complete. Hey I've got an iBridge for sale for you if your're interested. It's fully compatible with all iPods!
by ballmerisanape November 2, 2009 2:14 PM PST
Will..

"In no way is it a better deal to purchase a Mac over any "PC brand."

You haven't been paying attention.

1. Apple designs their own hardware... sure they use some of the same components.. but look at the overall package.

Apple's notebooks are lighter, thinner, and have better battery life than their competitors.. and spec for spec.. they are within the same price range.. and even cheaper in some cases.


2. From OS 10.4 to the present.. the Mac OS is arguably superior to Windows.. especially Microsoft's largest install-base... XP. For many people (myself included)..it is the OS that sets Apple apart. It's refined, has a very efficient UI... and comes with powerful utilities built in (Apache, FTP, Disk Utility, system-wide PDF creation, Apple Script/Automator, X11)..

There are also the little things.. expose, spaces, services....

or...

want to uninstall an application.. throw it in the trash. Want it back.. drag it back to the Applications folder. Want to bring your computer to work... clone your HD with Carbon Copy Cloner (free).. plug your drive into another Mac.. and boot into your system. Want to share your network.. just create one through internet sharing.. or create a closed local wireless network for file sharing.

The list goes on.

Windows 7 is only now getting some of these features.. features Mac users have enjoyed for years. I'm happy Windows is catching up, finally.
by lazycat202 November 3, 2009 6:36 AM PST
ballmer:
have you heard of portable apps? they're all over the places for a long time

everything you need is on a small USB drive.
want ubuntu? plug in it and there it goes
want MS offices? just double click on its app. Voila!
want to burn DVD/CD? easy
the list goes on!
by MaggieRed November 2, 2009 11:13 AM PST
All is fair in love and war.
Reply to this comment
by Perry_Clease November 2, 2009 11:16 AM PST
Not to mention business :)
by espeed623 November 2, 2009 4:31 PM PST
Indeed.
by Seaspray0 November 3, 2009 2:26 PM PST
And also not to mention marriage.
by rationalreview November 2, 2009 11:13 AM PST
I'm very suprised that Apple didnt' stoop to their normal level of wording and flat out lie or embellish the truths. They did stoop low on the google digg placement, but business is business. Times are tough, especially for the sub10%'ers. iPhone is next, probably going to attack Android soon. Android commercials are right out of Apple's playbook so we'll have to see. Such showings of no class is going to burn them long term, Android and Apple.
Reply to this comment
by Perry_Clease November 2, 2009 11:18 AM PST
You really need to review your rationality
by rationalreview November 2, 2009 11:48 AM PST
How do you figure Perry.
by ckurowic November 2, 2009 1:31 PM PST
If you open your eyes you'd realize that Apple is one of the only tech companies doing well in this recession.
by jmarinis November 2, 2009 11:15 AM PST
Doesn't anyone find it funny that Microsoft is paying Google for their place at the top of the search results?
Reply to this comment
by rationalreview November 2, 2009 11:48 AM PST
Yes
by dverlaque November 2, 2009 11:49 AM PST
Um, no... that's called advertising. Lots of companies do it.
by auramac November 2, 2009 11:15 AM PST
It's called competition. Both Microsoft's and Verizon's ads against Apple have been pretty harsh, nasty, and oh- inaccurate. Yes, sir- you are indeed "Technically Incorrect." You sound like an anonymous teenage that infiltrates every blog imaginable, from "Obama is a Socialist" to "Zune Rules!"

CNET- is this the best you can do?
Reply to this comment
by eyepoker November 2, 2009 11:35 AM PST
whatever! apple lies with every stinking commercial! MS ads harsh? Apple insults me with every one of their smug commercials. They think they are perfect when we all know they are far from it. They lie out their behinds across a range of topics. But yeah sure Apple is the best, they do no wrong... whatever...
by rationalreview November 2, 2009 11:48 AM PST
Obama is a Despist, not a Socialist.
by nonicks November 2, 2009 11:18 AM PST
Lame........

Article as well as Apple.
Apple, couldn't get a way to attract customers, so now trying to ride on Windows popularity.

It's like street hawkers selling stuff outside the Mall...

And then these street hawkers get some FANs..

So now we know.. what the FANs are like and where do they belong to....
Reply to this comment
by kaibelf November 2, 2009 1:09 PM PST
This would make sense if they didn't just have a massive quarter, and their market cap didn't just make them the 4th most valuable company on the face of the earth..... just sayin'.
by nonicks November 2, 2009 1:32 PM PST
@kaibelf

none of you said is because of their dismal OS.

I would suggest, you check Apple's SEC report to figure OS share in apple's revenue.
by nonicks November 2, 2009 1:38 PM PST
@kaibelf..

none of what you said is coz of Apple's dismal OS.

You can check Apple's SEC filing to figure this fact. :)
by dhavleak November 2, 2009 3:35 PM PST
@ kaibelf

I'll name 4 companies off the top my my mind that have a larger market cap:
1) MSFT
2) Wallmart
3) Shell
4) Exxon Mobil

Don't get me wrong -- Apple is still humongously successful. But you don't need to make up numbers to prove that.
by dbargen November 2, 2009 11:22 AM PST
For those that cry foul over this move, let me ask you this:

Who the hell actually even glances at the words with a yellow background when looking at search results?
Reply to this comment
by streamline35 November 2, 2009 4:47 PM PST
Specific answer: Enough people to make it worth apple's time and money to place those ads.

More general answer: Enough people to make google massively rich and successful search engine
by the_mrwhite November 2, 2009 11:25 AM PST
@nonicks

Kind of like MS opening stores right next to the Apple Stores huh? Kind of like Windows OS mimicking OS X huh? Kind of like the Zune and the iPod huh? I can go on for days with the stuff MS tries to steal or buy and claim it as their own.
Reply to this comment
by nonicks November 2, 2009 11:33 AM PST
@White

None of the analogies are correct, buddy.

Going by my analogy..
It's like opening ANOTHER mall, in front of an established one..

You should have guts and confidence to be able to that..
like beloved MS has. :D

the score is 2 - 0.

catch on..
by bgroins November 2, 2009 11:35 AM PST
"I can go on for days with the stuff MS tries to steal or buy and claim it as their own."

That's pretty sad if can really go on for days about something so irrelevant.
by rationalreview November 2, 2009 11:50 AM PST
Apple didnt' invent the portable player, Apple ripped Xerox for their GUI, and Apple copied any given PC storefront for selling to the public. So, what do you mean?
by bsharkey November 4, 2009 7:14 PM PST
opening a store selling computers and software is now "stealing"? funny, seeing that Apple stole the idea from it's authorized resellers, and selling PC's directly from companies like Dell and Gateway.

is having 1/3rd of that store dedicated to the 360 and gaming also stealing? because I'd love to know where the iBox section is.
by Silentmercy November 2, 2009 11:38 AM PST
Well Apple must be a little concerned they are after all still competing with the market leader for operating systems, and if you have used Windows 7 you would understand a little better. This is not Vista. Sure there are no new fancy additions that make this upgrade stand out, or a must have to those happy with XP, but all I can say is WOW when I use it.

People (me included) are becoming tired of technology that requires scouring blogs, forums, and articles just to use it. Try this fix, download that, re-install the other thing, then start from step one again. This OS just works. It is fast, stable, and oh yeah, I only needed to hunt 1 driver(nvidia) when installing on my 2yr old XPS.

This should be worrisome for Apple as the get a Mac ads touting better security, reliability, and functionality just don't have the same zing they used to, and lets face it not everyone gets the Mac.
Reply to this comment
by rationalreview November 2, 2009 11:52 AM PST
+1. Win7's "troubleshoot" features are sweet. They literally fix any problems that arrise from third party drivers or programs that change settings you don't want them to. It is literally amazing how accurate it is now.
by djames42 November 2, 2009 1:40 PM PST
Nice - I guess I prefer using the operating system that really doesn't need a "troubleshoot" feature. Still, I'm glad to see Microsoft has (presumably) given more options than:

1) is the device plugged in?
2) are you experiencing a DLL conflict?
3) are at least 20 percent of your system resources being utilised by tools for virus scanning and malware protection?
4) have you reinstalled your operating system from scratch this week because the registry has (again) become corrupted?
by cowatson November 2, 2009 4:05 PM PST
@ djames42 you are right, apple doesn't have a troublesheet feature, they renamed it the genius bar
by Renegade Knight November 2, 2009 12:05 PM PST
That add was brilliant.
Reply to this comment
by Akiba November 2, 2009 12:06 PM PST
I wouldn't go so far as to say Apple is desperate. They are doing well, but the fact that they are devoting so much time to direct attacks on Windows via tv ads and others when Win 7 is getting such a warm reception doesn't make them look good. I think their OS strategy was based a capitalization of Vista's bad press, and now that that's gone, they are trying to spread FUD. Windows has been at times slow to change, but it eventually does and when you start to get behind that pace, it's a bad sign. Basically Apple's marketing strategy has become complacent because of it's comfort with the recent market dominance of it's mobile devices. I'm starting to think they are ignoring Android too much in favor of attacking the MS tactics from the Vista era. On a personal note, the smugness of Apple's recent ads has never resonated well with me.
Reply to this comment
by kuvijandu November 2, 2009 12:11 PM PST
well i use both windows and mac osx apple and microsoft helped each other where they are today and one more thing in 1998 bill gates helped steve jobs and apple i think everyone forget the history and above all bill gates still a microsoft chairman.....if microsoft makes money bill gates distribute that money to needy people but look at steve jobs did he ever did some thing god knows well still love you microsoft
Reply to this comment
by AppleSuxLeo November 2, 2009 12:16 PM PST
I never see Apple ads...I use Flasblock on FF. Apple , you just wasted your money.
Reply to this comment
by LaTene_Man November 2, 2009 12:51 PM PST
No one cares what you think or do, so you just wasted your time.
by AppleSuxLeo November 2, 2009 1:54 PM PST
By the responses I have garnered from the Mac faithful , I would beg to differ.
Truth hurts , doesn`t it ?
by asf09 November 2, 2009 5:19 PM PST
That's ironic Leo... Apple doesn't use Flash....
by bsharkey November 4, 2009 11:46 AM PST
asf09: Apple doesn't have an ad network either.
by AppleSuxLeo November 2, 2009 12:18 PM PST
Fact : Just days before 7 launch Apple sent PC MAG info suggesting Windows wasn`t so good.
This is noted on their podcast. They said Apple had never stooped to such tactics before.
Sign of desperation. Now about those Snow-Dog issues... ; )
Reply to this comment
by LaTene_Man November 2, 2009 12:50 PM PST
"Snow-Dog"? Oh, you were trying to be funny. Been using Snow Leopard since the release, not a single issue.
by Gold_Storm_Mac November 2, 2009 1:36 PM PST
get a life asl
by scott2400 November 8, 2009 9:20 AM PST
GoldStorm: EXACTLY. Only a delusional loser would still try and turn Apple's continuing phenomenal success into it's impending doom. The numbers don't lie LeoSux. Go back to your job washing dishes at the Sprint cafeteria...your attempts at manufacturing a life have failed once again.
by montex66 November 2, 2009 12:21 PM PST
Looks like an ad to me. Imagine that - a corporation that sells products is placing *gasp* an ad! Oh my, this MUST be an act of desperation for Apple. The nerve of them to even try to compete against... their competitor!

Did any of you pick up on the sarcasm here, or do I need to bold it and underline it in red?
Reply to this comment
by goodspeed8701 November 2, 2009 12:24 PM PST
2weeks now and Windows 7 is around 4% market share. apple will soon die off.
Reply to this comment
by LaTene_Man November 2, 2009 12:49 PM PST
Naysayers have been spouting that for years. Apple has been posting record profits and is in no way going to "die off".
by AppleSuxLeo November 2, 2009 12:31 PM PST
Apple won`t die...they just won`t be allowed out of their sandbox.
Reply to this comment
by LaTene_Man November 2, 2009 12:48 PM PST
Go back to your sandbox, child.
by Jeremy Chappell November 2, 2009 6:19 PM PST
They have no interest in getting "out of their sandbox" they are making good money.

I don't think the Apple haters actually get it. Apple are making a fortune on their "pathetic market share", where Dell, HP et al are suffering. Sure Microsoft is doing just fine, no growth, no prospect of growth (so don't buy the shares) but once you have over 90% of the market growth is hard to come by. Apple on the other hand are making a fortune, have huge growth, and are doing very well indeed.

So why change that strategy?
by bsharkey November 4, 2009 11:44 AM PST
no growth? hmm really? I wouldn't be so sure.

what comes after market share growth runs out? sales growth, of course. and new PCs in households that were running XP or didn't want to buy a new PC with Vista.
by Jeremy Chappell November 4, 2009 5:14 PM PST
@bsharkey - I didn't say "no sales" I said "no growth". Check the numbers Microsoft haven't seen significant growth in years, and their share price has been pretty flat. Don't confuse your liking their product for a good investment in shares. Microsoft aren't going anywhere, they are huge, they will continue to be huge, they show no signs at all of getting any significant growth.
by Warp09 November 2, 2009 12:59 PM PST
Of course apple posts record profits...when you take the same hardware and wrap it in white plastic and charge 35% more for it than a non-Mac computer they know all you smug groupies will buy one.

When you're scared you lash out and attack. As if people really click on "Sponsored Links". Heeheheeee
Reply to this comment
by bsharkey November 4, 2009 11:42 AM PST
fortunately their computers, while overpriced (I'd just find a form factor I liked and run my favorite flavor of Linux, if I wanted to go away from Microsoft entirely) are not nearly as ridiculous as the iPhone, much of which is really attributable to the locking down of iTunes and the app store that will soon be surpassed.

sales of all iPhones, 3G or not (of course), are falling. apparently the whole first-to-market and feature trickle strategy isn't working out long term. surprise.
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About Technically Incorrect

Chris Matyszczyk brings a fresh and irreverent perspective to the tech world in his CNET blog, Technically Incorrect. He is a member of the CNET Blog Network and is not an employee of CNET.

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