Apple Attacks Microsoft Share

By David Martin.
Marketing Week

September 2, 1994

Apple Computer is planning a multimillion-pound advertising campaign aimed at wresting market share from rivals Microsoft and Intel.

The ads, created by Abbott Mead Vickers.BDDO, break later this month and coincide with the launch of Apple's key software package, System 7.5.

Apple hopes the software, following the launch of its PowerPC hardware platform earlier this year, will woo customers away from Microsoft and Intel-based machines.

Most personal computer manufacturers, including IBM, Compaq and Dell, build their machines using Intel hardware and Microsoft software.

Apple marketing director Kai Hammerich says: "The campaign tells the public we have transformed the company with the PowerPC chip and System 7.5."

The company is hoping to capitalise on a six-month gap before Microsoft introduces its next generation software, dubbed Chicago.

Apple also expects Intel to introduce a similar chip to its own PowerPC product within the next three years.

"Microsoft and Intel users face two expensive changes in the next three years and many are now looking again at Apple," says Hammerich.

The new campaign will initially target computer specialists, presenting a more technological message than usual.

Hamerich adds: "It will probably be a long campaign and will broaden out as it continues, with TV likely to follow later."