Apple may be embarking on legal action against longstanding rival Microsoft over a set of TV ads which position Macs as noticeably more expensive than assembled PCs.
Last week, Microsoft CEO Kevin Turner claimed that he had received a phone call from Apple’s legal department demanding that a selection of adverts get pulled from TV broadcasts.
The adverts, shown below, depict people going through various stores looking for a laptop to buy. Each advert shows an actor attempt to buy a macbook, though not having the money to afford it.
“We got a call from the Apple legal department saying, ‘hey’ – this is a true story – saying ‘hey, you need to stop running those ads, we lowered our prices,’” said Turner.
He added that "it was the greatest single phone call in the history that I’ve ever taken in business,” perhaps due to Apple’s direct ‘Get A Mac’ ads which have hitherto seen the California-based firm dominate the buzz surrounding both companies.
“I did cartwheels down the hallway,” he added.
“At first I said, ‘Is this a joke? Who are you?’ Not understanding what an opportunity. And so we’re just going to keep running them and running them and running them."
Microsoft has since confirmed that it was contacted by Apple. Apple has continually declined to comment.
Marketing news site AdAge has since quoted attorney Michael McSunas as concluding that Apple "would have a leg to stand on" if it pursued legal action.
"If, indeed, you now can buy a MacBook for under $1,000, then [Microsoft’s ad campaign] would be inaccurate and misleading."
There has been no confirmed legal suit brought forward by Apple.