Check out our new Windows 7 ad! I thought it was far too cute to pass up sharing with everyone.

With the ailing global economy, I am looking at ways I get better value for my money. One way I can do this if I need to replace a computer is by avoiding the “Apple Tax.”

Microsoft sponsored a new whitepaper (PDF) from Roger Kay of Endpoint Technologies Associates which takes a look at the tax from a tech analyst’s viewpoint. His paper shows the “Apple Tax” is the combination of what people pay up front when purchasing a Mac and what people pay over the life of their computer – the hidden tax.

Roger looked into both aspects in his whitepaper, and has discovered some interesting findings around the “hidden tax” of owning a Mac – using the scenario of a hypothetical family of 4 and their costs over a five year period. Knowing that Tax Day is just around the corner here in the US (April 15), I decided to have a little fun with his findings by building a mock up tax form using Roger’s numbers that show the whopping difference this family would get purchasing Windows PCs over Macs: $3,367.

I know taxes are calculated annually but I thought it would be more interesting to look in terms of total savings Roger outlined in choosing 2 Windows PCs over 2 Macs in that 5 year period.

So what could you do with that $3,367 savings by avoiding the Apple Tax?

If you want to get some exercise you could get bikes for the whole family, and still have money left over (All via Performance Bicycles)!

• Schwinn Sid Coasting Bike ($499.99)
• Schwinn Nancy Ladies Coasting Bike ($499.99)
• Performance Girls 24” Kids Mountain Bike ($299.99)
• 2008 Mongoose Amasa Comp Mountain Bike ($679.99)
• 4 helmets: 2 Bell Ukon Sport Helmets @ $34.99, 1 Giro Women’s Kaya Helmet @ $39.99, and 1 Ascent Cruise Youth Helmet @ $29.99)

Take the family out for a night at the movies - 117 times (4 tickets @ $7.18 = $28.72)!

Make your home green, and save even more money!

• Generate your own free power with an all-included 260 Watt Solar home kit ($2,319)
• New energy efficient Andersen Windows (6 @ $140) that will help you save up to 35 percent on energy bills.

It is human nature to focus on the up-front price. The coverage around our Laptop Hunters ads jumps right to that (“PCs are cheaper”). The harder thing to capture is the overall cost and the VALUE. Roger’s paper does a great job illustrating this. Cost is getting something cheaper. Value is a function of getting more of what you want, regardless of what you spend. And you’re a lot more likely to find that with a Windows PC.

Shoppers rarely do a lifetime cost of ownership calculation for a new computer (even though that’s the real cost and makes the PC advantage even greater) but they intrinsically calculate the value for a new computer. That’s what we see in the market every day and what we see in the choices made by Lauren and Giampaolo as they each selected a PC that met their own unique criteria (features and budget). They wanted the right value for them. And that’s the beauty of Windows PCs – the diversity of choice and options that exist so that people can find what’s right for their own needs, not someone else’s. You’re never forced to buy more than you need or give up features you want like Blu-ray, Mobile Broadband, Firewire, and more. And, Windows PCs offer this across a broadest range of price points and performance from low-end netbook PCs to high-end gaming rigs.

But let’s limit ourselves to the narrow scenario where Apple does have offerings. We get questions about this all the time so we asked Roger to take a look at the comparison chart that we’ve used before to outline features, specs and price points across Macs and PCs. Part of his conclusion is, “Holding the price constant and examining specifications only serves to exaggerate the better deals on the Windows side.”

Note: The chart splits the Mac and PC laptops in to 3 categories: Value for basic models, Mainstream for average models, and Performance for high end models to illustrate options where Apple has machines. Of course the full spectrum of PC laptops is much broader.

What do you think about the concept of value? And what would you do with a $3,367 “Apple Tax Return”? Sound off in comments. In a few weeks I’ll showcase what people say they would do with their “Apple Tax Return” in a follow-up blog post.

UPDATED 4/13

I’m probably not going to make it a habit to blog about each and every TV ad we do but I thought it would be nice to highlight the next ad in our Laptop Hunters series. This time we’re introduced to Giampaolo, a recent college grad and engineer. Giampaolo is looking for a laptop that has portability, battery life, and is powerful – for under $1,500. Here’s how his “hunt” went:

Laptop Hunters #2 - Giampaolo

In case you missed my introduction to Laptop Hunters (and the first Laptop Hunters ad with Lauren) – you can read my post here. 

Today we’re introducing the next chapter in the ongoing Windows Brand Campaign - an exciting new series of ads called Laptop Hunters. These new ads trace real people as they go on a hunt for a new laptop. For many people looking to buy a new computer today, it is likely that if they make purchase it will be a laptop. Laptop sales increased more than 20% last year.

The Laptop Hunters are not told they are taking part in an ad campaign by Microsoft. Instead, they think they are participating in market research. Each participant set their own budget for a laptop to meet their own unique needs. We then provide the participant with cash and sent them out to find and purchase a laptop – all in a single day. We followed them with a camera crew throughout the course of their hunt and recorded their experiences. Everything is completely unscripted. Once the participant finds and purchases their perfect laptop – we inform them out in the parking lot that it’s actually Microsoft and this was part of our Windows brand campaign. The participant can of course decline to be part of the ad series if they so wish.

In the ad making its debut today, we’re introduced to Lauren who is on the hunt for a new laptop under $1,000, a budget she set herself. She is out to find a laptop that has “speed”, a comfortable keyboard and a 17” screen. Here is Lauren’s hunt:

Laptop Hunters #1 - Lauren

Lauren’s hunt is a good example of real people finding Windows PCs a better fit for their whole lives with the right value.

We define the right value as simply benefits + cost. Windows PCs offer more “bang for the buck”. Competitors offer laptops that often cost quite a bit more, even though they have less powerful hardware, and can’t offer technologies such as Blu-ray, HDMI, eSATA, and 3G wireless broadband connectivity. When buying a laptop, after all, purchasing a laptop is an investment right?

The current state of the economy is forcing people to cut costs and save as much as they can, which means that people are looking for laptops with the most value at the lowest cost possible. According to NPD data as of February 2009, 74% of people looking at buying a new computer rated price as their most important purchasing factor.

Windows PCs have the benefits people want at the price point they like. They also offer choice and flexibility. If a person is a gamer, they can get a gaming PC for example.

In the coming weeks, you can expect to see more from Laptop Hunters as we follow real people on the hunt for a laptop.

Be sure to check out the Laptop Hunters website on Windows.com too!

Hi, Mike Nash here. I had the opportunity to deliver the Windows 7 keynote yesterday at the annual Microsoft Most Valuable Professional (MVP) Global Summit here in Seattle. Every year we have the privilege of hosting over 1,400 members from our MVP community in a multi-day summit where we do deep drill downs on our products and get very direct feedback from them. This year the product and engineering groups hosted 700 sessions across 70 Microsoft technology areas, presenting over 140 sessions focused on Windows 7, IE8 and Windows Live expertise areas.

MVPs are independent technical experts and early adopters of Microsoft technologies who voluntarily share their knowledge and experiences in offline and online technical communities to help other technology users to solve problems, discover new capabilities and get the most from their technology investments.

Our MVP community as a whole, represents more than 90 countries, speaks 30 different languages, and covers more than 85 Microsoft technologies.

We have thousands of MVPs around the world, with hundreds who are specifically focused on the Windows Desktop Experience, Windows System and Performance, Internet Explorer, Digital Media, Media Center, Printing and Imaging, Tablet PC and more. We rely on them heavily to be our critics and infuse our conscience with how customers are experiencing the Windows client operating system while sharing insights into how we can continue to improve our products and most importantly the customer experience.

Our MVPs have been very engaged in testing and reviewing the Windows 7 Beta, since our first pre-release build was made available at PDC and our feature complete beta that was released at CES in January. MVPs have provided support by contributing to over 40,000 posts on the Windows 7 Beta Forum where technical enthusiasts can find answers to questions with MVP subject experts contributing to an 85+% answer rate during the beta timeframe. More importantly, MVPs are the one group that has an official feedback channel to file their bugs and input feedback directly to the product and engineering teams.

To date, our MVP community has provided great feedback from their voice of the customer perspective to help us deliver on the next milestone of Windows 7.

I want to say THANK YOU to ALL our MVPs for their hard work in helping us to fine tune Windows 7 and put the final fit and finish on the product as we march to our next milestone of a release candidate.

In closing, we had a bit of fun at the MVP Summit producing an “I’m a PC” MVP video with the keynote audience with myself and Steve Ballmer. Have a look.

MVP "I'm a PC" Video

- Mike

Since starting the "I'm a PC" campaign a few months ago, we've been hearing folks were interested in showing off they are a PC with "I'm a PC" gear such as t-shirts and hats. We've partnered up with Zazzle.com to provide just that. By going to the "I'm a PC" store on Zazzle.com, you can now purchase a variety of "I'm a PC" gear including some offbeat stuff like skateboards and ties.  Who knows?  You may even find some fun stocking stuffers or gifts for the holidays.

I know here on our blog many of our readers are not in the United States and international support is super important. Zazzle.com provides shipping to 84 countries worldwide. So even if you're not in the U.S. you can still order from the "I'm a PC" store on Zazzle.com. 

Remember - you can also upload yourself to the "I'm a PC" website as well as download the Windows Live Messenger "I'm a PC" Theme Pack.