Strategic PR: Apple vs. Microsoft

Apple vs. Microsoft


I will never understand why the EU decided to press Microsoft to bundle other browsers with Windows, when it is pretty clear that IE is losing the browsers’ war.

Apple recently reported 11 million downloads for Safari 4.0 – with about 6 million from Windows users. Safari 4.0 contains 51 vulnerability fixes for issues addressing both Mac in Windows. According to Apple, Safari 4.0 is the fastest browser when compared with Chrome, Firefox and IE 8.

Using the new Nitro Engine, for example, Safari executes JavaScript nearly 8 times faster than Internet Explorer 8 and more than 4 times faster than Firefox 3 based on performance in leading industry benchmark tests: iBench and SunSpider.

In addition to superior JavaScript performance, Safari offers top-flight HTML performance — the best on any platform — loading pages 3 times faster than Internet Explorer 8 and Firefox 3.

While Apple is focusing on increasing performance for its products – and bases its PR campaigns on quality, Microsoft tries to win goodwill by engaging in charity campaigns for Feeding America.

For every download of Windows Internet Explorer 8 from this site we will donate 8 meals to Feeding America to help accelerate an end to hunger in this country.

Only complete downloads of Windows® Internet Explorer 8 through browserforthebetter.com from June 8, 2009 through August 8, 2009 qualify for the charitable donation to Feeding America®. Microsoft® is donating $1.15 per download to Feeding America up to a maximum of $1,000,000. Meals are used for illustrative purposes only. Meal conversion is effective until June 30th, 2010.

Microsoft hasn’t started any PR campaign to motivate European users yet, but knowing the company I have every reason to believe that something like this will come.

I suppose many American users will download IE 8 from browserforthebetter.com – the question is: how many will choose to use it, given the fact that Safari and Firefox are both better browsers?