Businesses, schools and individuals are gearing up for the Oct. 22 launch of Microsoft's new operating system, Windows 7. While Microsoft prepares for the rollout and users prepare for changes, Apple is preparing to cash in.
Apple has been mocking Microsoft's Vista operating system in marketing campaigns for more than a year in its Mac-versus-PC advertisements. Now with the anticipated rollout of Windows 7, Apple is planning to boost marketing to slam its rival's new operating system while pushing Mac OS X Snow Leopard.
Apple plans to use the challenging process of upgrading to Windows 7 as ammunition. In order for Windows XP users to upgrade to Windows 7, they must first back up all their files and settings to external media, reformat their PC, reinstall all applications and backed-up files, and reconfigure settings.
Executives at Cupertino, Calif.-based Apple hope PC users will want to avoid that process and instead make the switch to a Mac, Philip Schiller, Apple's senior vice president of worldwide product marketing, told Business Week.
Apple has already started by introducing programs to help users move from PCs to Macs. People who pay $99 for Apple's One to One training program can bring in their PCs and have all their files transferred to Macs.
Disadvantages and Advantages for Apple
Apple has seen an increase in the number of households using Macs, according to a NPD Group report, which will be an advantage for the company. Approximately 12 percent of all U.S. computer-owning households have an Apple computer, up from nine percent in 2008, according to NPD.
Apple was also able to tap into complaints of bad performance by Vista users.
Windows 7, however, has been touted by both Microsoft and early adopters as a strong and efficient operating system, which puts Apple at a disadvantage. And while Apple has increased the number of Macs in households, Microsoft still remains strong because, of the 12 percent of households with Macs, nearly 85 percent also own a Windows-based PC.
"It's going to be a challenge for Apple, once they do not have Vista to kick around anymore," said Michael Silver, a Gartner analyst. "It is going to be hard for them to capitalize on this launch, but they still have more products of desire, and image of simplicity, and a good integration story."
"Apple's marketing of Snow Leopard will surely but slowly continue to raise the presence of Snow Leopard," said Joel Bomgar, CEO of Bomgar, an IT  consulting firm. "But there's no denying that we still live in a Windows world, so we expect Apple to continue to steadily increase the adoption of Snow Leopard, but not change drastically overnight." (continued...)
|
