Apples to Apples, Dells to Dells

Dell is aggressively targeting Apple in its latest marketing campaign dubbed “Apples to Apples” where the Texas-based technology company compares Apple’s laptops, desktop computers, software, and services to its own offerings. The goal is to make customers realize how much they can save by choosing a Dell system, rather than an Apple configuration.

The campaign in question spans laptops, desktop computers, and included software. Dell compares Apple’s 15-inch MacBook Pro to its own Studio 15, which appears to be a more favorable choice for the regular computer shopper, considering the higher specs and the $949.99 price tag, which beats Apple’s ($2,199) by a substantial $1249. The same is applied for the Studio 17, which Dell compares to Apple’s 17-inch MacBook Pro. The savings are identical ($1249), Dell shows.

On the desktop front, comparisons start to look a bit out of proportion. Apple’s Mac mini is indeed no match for Dell’s Inspiron Zino in terms of memory, storage, graphics, heck even warranty, but looking at the two systems side by side, the scales are definitely tipped in Apple’s favor. Admittedly, you also need to provide your own keyboard and mouse when buying a new mini, but many people would be more satisfied with having an aluminum-machined gem on their desk, rather than save $249 and get the modest-looking Zino. If you ask this editor, the Zino would sell more units as a coffee table.

Just as out of proportion is the comparison between Apple’s 21.5-inch iMac and the Inspiron 560 Slim Tower. By far featuring better system specs, the Inspiron simply doesn’t fall in the same category of computers. Apple’s iMac is an all-in-one solution, and a gorgeous one at that. The Inspiron is a tower that ships with a monitor. Dell had better compared it to one of Apple’s Mac Pro workstations. It's also worth noting that Apple's iMac ships with a Magic Mouse, quite the advanced point and click tool, may we say,

Here's a better tagline: “Compare and think!”
Finally, Dell tries to entice customers by throwing in Windows Live Essentials, which comes pre-installed with the aforementioned computers. According to Dell, Microsoft’s suite “can do everything and more compared to similar photo, web gallery, movie, mail, and chat features in an Apple computer.” Although the 25GB of free online storage on Windows Live is a huge advantage for PC users, this comparison is also quite debatable. Those who have enough patience to clarify why Apple's iLife does not compare to Windows Life Essentials may use the comments at will.

(Now for a few important notes)


Apple fans will agree that hardware specifications are not necessarily the main focus when purchasing a Mac. For example, some Mac owners like to think of themselves as people with better taste. For this, folks will pay premium. Therefore, Apple will charge accordingly. Others will buy a Mac simply because they love how Macs look, feel, and work, not necessarily for show off. The price is well justified by the amount of work that goes into creating a Mac. The talent of the design teams at Apple must be reimbursed as well. And there are, of course, many other aspects to look at.

For instance, Apple’s computers are optimized for Mac OS X. Macs can actually outperform higher-specced systems running Windows or Linux, given common tasks, since the hardware is developed with the OS in mind, and vice versa.

A Mac costs more not only because it’s architecturally more advanced and better looking, but also because it puts Mac OS X in the hands of the buyer. Apple says it's the most advanced out there. Perhaps it is, perhaps it isn't. But one thing is for sure: it just works, exactly as advertised.

Admittedly, Dell's offer is attractive, but it seems to target those who are already non-Apple fans. Those who are fans of the Cupertino-based Mac maker will most likely stick with their brand.

As usual, we'll let our readers have the final say: does Dell really stand a chance in stealing away any customers from Apple via this campaign?


Update: article updated to include a reference to Apple's Magic Mouse.