Microsoft's recent push to paint the competitor “Apple” as pricey is starting to work, according to data from BrandIndex. The perceptions of value the two brands offer has shifted dramatically in the eyes of 18- to 34-years-olds since Microsoft began running its "Laptop Hunters" campaign in late March. Apple's "value perception" has fallen considerably, while Microsoft's has risen. Apple’s score began to fall and, despite brief rallies, hovers around 12.4 today. While, Microsoft, on the other hand, has risen from near zero in early February to a value-perception score of 46.2.
More info: Advertising Age