$bbtitle
Apple Stock: 196.19 ( +2.07 )
RSS RSS Twitter Twitter
Search:
AppleInsider.com Archives News Bytes Reviews Anonymous Mailer Submit Story AppleInsider Forums Mac Prices Polls Advertise on AppleInsider Contact AppleInsider
Save over $268 on MacBook Pros and $150 on iMacs with special coupons: Mac Pricing Guide updated Feb. 9th (Find the best prices on Macs).
Wednesday, November 19, 2008

Microsoft saw Apple's anti-Vista campaign coming

By Katie Marsal

Published: 01:55 PM EST

iPad hands-on preview
Microsoft officials were concerned about the performance of Windows Vista and the way it would be compared to Mac OS X long before Apple zeroed in on the problematic software with its humorous "I'm a Mac, I'm a PC" advertising campaign, internal emails show.

Computerworld notes that in October 2005, more than 15 months before Vista hit the market, a column from the Wall Street Journal's Walt Mossberg outlining recommendations for buying a PC with the upcoming operating system in mind caught the attention of Windows software engineer Padmanand Warrier.

Troubled by a particular segment of the article, he fired off a link to the report to several of his colleagues, including then Windows group product manager Rajesh Srinivasan and development manager Richard Russell.

"You won't have to worry about Vista if you buy one of Apple Computer's Macintosh computers, which don't run Windows," Mossberg wrote in the highlighted section. "Every mainstream consumer doing typical tasks should consider the Mac. Its operating system, called Tiger, is better and more secure than Windows XP, and already contains most of the key features promised for Vista."

In Warrier's email, which was among hundreds made public this week as part of ongoing class-action lawsuit regarding Microsoft's distinction of a "Vista Capable" PC, the programmer pointed out that Mossberg had essentially equated the Mac to a "premium experience" in the market place and suggested the software giant should draw up a response.

Russell agreed, admitting in a reply that Microsoft had dropped the ball when it came to articulating Vista's advantages to both industry watchers and the general public.

"My takeaway from Walt's article is that we have failed to communicate Vista's value," he said, adding that the XP successor was being designed to run on a broad range of systems from budget PCs to high-end offerings which is something "Apple doesn't do."

Russell then reportedly turned his attention to Microsoft's plans to promote a number of existing PCs as "Vista Ready" under a new marketing campaign, a move that concerned him given that it could easily be misinterpreted by consumers.

"Vista Ready means that a PC will run Vista well -- it doesn't mean the users will get a 'premium' experience -- it never has meant that," he wrote. "There was some thinking and effort put into having a higher-tier Vista Ready logo, but this didn't fly with the OEMs. Also, if we spec Vista Ready too high, we will increase the already erroneous and popular perception that Vista is a pig with huge hardware requirements."

As a result, Microsoft would eventually rename the "Vista Ready" campaign "Vista Capable" in hopes of avoiding problems down the road. But when Vista launched a little more than a year later, consumers and industry watchers would nonetheless lambast the Redmond-based company for the software, which was largely regarded as a slower, more troubled version of Windows than the one it was replacing.

"I think we have made a mistake in equating 'running Vista well' with a 'premium experience," Russell told his colleagues.

It wasn't long after the early 2007 release of Vista that Apple took direct aim at the software's shortcomings. In a new series of its "Get a Mac" ads, the Mac maker drew attention to Vista's backwards compatibility woes and poked fun at Microsoft's move to market half a dozen versions of the same operating system.

In April of that year, Microsoft was hit with a class-action lawsuit from disgruntled Vista users who charged the company with marketing certain PCs as "Vista Capable" when they were only suited to run the most basic version of the operating system, which lacked support for such highly touted features as the new Aero interface.

Ongoing disclosures in the case, which is scheduled for trial next April, reveal that Microsoft tuned down the graphics requirements for Vista amid pressure from Intel.

Filed under : General 66 Comments ] 
Story topics: Vista, Microsoft   Print ] [ Story Link ] 



Mac Poker players can play Full Tilt Poker for Mac and get 100% to $600 free with bonus code MP600, courtesy of Online Poker Mac
AppleInsider Features
Hot Forum Topics

Recent Articles
Parallels takes virtualization speed crown in head-to-head with VMware
Apple releases iPhone OS 3.2 SDK for iPad
Apple seen extending exclusive iPhone deal with AT&T
iTunes price increases mean slower sales for music labels
Apple introduces 64-bit Aperture 3 with Faces and Places
Apple's share of U.S. smartphone market grows to 25% - study
iPhone OS 3.1.3 sees 14% adoption in 6 days, new hack released
Amazon rethinking Kindle in the wake of Apple iPad
Purported 4th gen Apple iPhone parts show largely unchanged design
Execs say Apple could lower iPad price if market demands it - report
Consumers lose interest in iPad after Apple's unveiling - survey
Higher Amazon e-book prices expected to coincide with iPad launch
Inside Apple's iPad: VGA video output
Unannounced Core i7 Apple MacBook Pro surfaces in benchmarks logs
Apple's new beta of Mac OS X 10.6.3 includes few changes
One in five physicians likely to purchase Apple iPad - study
Sling Media says it didn't change iPhone SlingPlayer to appease AT&T
Credit Suisse: 75% chance AT&T keeps iPhone exclusivity in 2010
Apple denying iPhone apps that use location framework for targeted ads
Apple's iPad deal gives Hachette pricing leverage against Amazon
Eccentric but effective Steve Jobs pitches iPad to NYT execs
Owners of flickering 27-inch iMacs claim 15% refund from Apple
IDC: Apple iPhone was No. 3 smartphone in 2009 with 14.4% of market
Future Apple iPhones could share current location during a call
AT&T, Sling Media partner to allow 3G access on iPhone SlingPlayer
Apple's iTunes Preview now offers browser-based App Store access
Amazon acquires touch-screen maker for future Kindle project
Nehalem Mac Pro systems suffer audio-based performance issues
Two new hires are Apple's latest moves in mobile advertising
AT&T outbid Verizon with cheaper Apple iPad data plans - rumor
Apple seen moving 2M iPads in 2010 before sales 'catalyst' emerges
Apple iPad deal pushes another publisher to renegotiate with Amazon
Apple allegedly selects new manufacturer for next-gen iPhone
ScrollMotion tapped by publishers to develop textbook apps for iPad
Apple denies iMac production halt as shipment times improve
Apple releases iPhone OS 3.1.3 with battery reporting fix
U.S. senator presses Apple on human rights practices in China
Photo of Apple's next-generation iPhone in the wild - sources
Despite sales growth, Apple's iPhone loses market share - report
Intel 6-core i7-powered Mac Pro rumored to launch this month

 
Advertisements








AppleInsider RSS Feed
AppleInsider © 1997-2008
Please review our Privacy Policy.
Written/Edited/Compiled by the AppleInsider Staff.