Apple's ads & Microsoft's

As Apple celebrated, Microsoft canceled the company picnic. As Apple announced results that beat expectations, Microsoft had its first ever year-over-year dip in sales. As Apple announced a billion app downloads, Microsoft gritted its molars with a view to finally shaking a little of the smugness from Apple's chops.
In recent weeks, Microsoft has turned to a strategy of death by a thousand cuts (or, well, at least two) on the Apple brand. Macs are expensive. They're cool for drooling fools. Oh, and did we mention they're expensive? While Apple has kept on steadily associating Microsoft with turgid, virus-infested slop made by the poorly dressed and pitiful.
But the difference between Apple and Microsoft advertising--and their brands--can only be told partially through these campaigns. The John Hodgman/Justin Long nipple-tweaking campaign is merely a portion of Apple's advertising. It doesn't define the brand. It enhances one aspect of it.For reasons many, varied, and probably political, the company never found a campaign to better it.
Advertising came and went. Consistency was non-existent. Contrast that with even the Hodgman/Long ads--they maintain the clean white backdrop enjoyed by so many other Apple ads. Whatever they say, they say Apple immediately.
In that same period, the Apple brand seems to have gained a strength that not everyone might have predicted. But how much is simply down to Apple's advertising? It depends what you call advertising. Apple's whole culture is built around the understanding that its very best advertising isn't TV spots or print ads. It's the products.
Apple products are seen far more often than any of the company's ads. They can be admired, touched, played, and stroked. And the majority are visually striking.
Many of Apple's ads are nothing more than simple product demonstrations. Beautifully executed, celebrating their own simplicity, with often superbly chosen music. But still simple product demonstrations.
As different products are launched, each ad adds to the style and simplicity of the whole brand. And the values that Apple embraces--simplicity and style being just two--are ones that last through time. They matter to the customer.
Apple are synonymous with style. Microsoft is synonymous with Office and Windows. Look at these 2 products. They are both bloated, and virus friendly. People begrudgingly use these products for one reason or another. such as their employer forces them to use Windows and Office or a customer wants to use a program that only runs on Windows. The biggest one is that Windows comes when you buy a new PC.

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