“Usually silent on such things, Apple did give me a comment on the [recent] Microsoft ads [Lauren, Giampaolo, Lisa and Jackson],” Arik Hesseldahl reports for BusinessWeek.

A PC is no bargain when it doesn’t do what you want. The one thing that both Apple and Microsoft can agree on is that everyone thinks the Mac is cool. With its great designs and advanced software, nothing matches it at any price. – Apple spokesman Bill Evans

“Microsoft declined to comment,” Hesseldahl reports.

“Microsoft and its hardware partners wouldn’t have to make this case had they focused less in the past decade on driving prices down and more on quality. Forrester Research recently released results of a study of consumer experiences with computer companies, assessing their view of a machine’s usefulness, usability, and enjoyability. Apple ran the table in all three categories, well ahead of Gateway (now a unit of Acer), HP, and Dell,” Hesseldahl reports.

“PC makers in the Windows camp have done everything possible to make their products progressively worse by cutting corners to save pennies per unit and boost sales volume,” Hesseldahl reports. “There’s good reason Apple is seeing healthy profits while grabbing market share. It refuses to budge on quality and so charges a higher price. Rather than running ads that seem clever at first but really aren’t, the Windows guys ought to take the hint and just build better computers.”

Full article here.