The war of words between computer and technology giants Microsoft and Apple has been ongoing for a few years now. The first major shot across the bow was Apple’s adverts that cast Microsoft as the brand of nerds with pocket protectors, whereas Apple is cool, slick and progressive.
Today the rivalry has escalated to Apple asking consumers to question the overall trustworthiness of the Microsoft brand.
Consumer trust is a very touchy subject. But it’s also a hugely important thing for any corporation to have. From the consumer’s point of view, when one corporation tells them not to trust another corporation, often red flags will go up.
Some may view this new advertising campaign as Apple attempting to manipulate the opinions and trust of its worldwide user base to its advantage.
Both Apple and Microsoft should tread carefully in this new area of competition. Putting consumer trust on the line is a big wager, with the potential losses great.