Parallel to the campaign advertising Windows 7, that started last October, Apple is preparing to start its own campaign, which aims to improve the sales of their own products.
Phil Schiller, Apple marketing director, was one of the top lieutenants of Steve Jobs while he was absent from the company for health problems and on several occasions was the keynote speaker for major releases from Apple. Everything points to a mounting campaign by Schiller to show the flaws and shortcoming of Windows 7. His first interviews are already circulating around the net. This campaign tries to persuade stakeholders in the upcoming Microsoft operating system to better go with a new Macintosh.
Speaking to U.S. media, Schiller said the procedure associated with the update of Windows XP to Vista or Vista to Windows 7 is likely to cause serious troubles to users, concluding that it is perhaps better to jump in the Mac waggon, since they are changing the operative system anyway.
Apple has every reason to start this campaign in parallel with the release of Windows 7. For the past ten years Apple has captured new market share each time Microsoft has released a new version of Windows. This fact does come as a surprise, since new releases of Windows were paired with serious flaws that had to be corrected through service packages. In other words, Apple has directly benefited with the launch of Windows 98, Windows 2000, Windows XP and Windows Vista. Why shouldn’t it benefit with the launch of Windows 7?
In this regard, we can be sure that Apple has seen these transitions before and, either way, for it, it is only a new Windows release. We can doubtless be sure that Windows 7 will need an equally great number of updates that previous Windows versions.
However, despite the bad expectations from Apple, the press and the IT industry closely watches the performance and new features of Windows 7. Commercially it probably will not be a failure as Windows Vista and in fact it is not an exaggeration to say that is a well-crafted product.
