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Red: One thing about the rivalry is the fact that windows is so embedded into the minds of consumers which obviously own the market share of the PC world. So if Apple goes after windows and simultaneously the PC market they hope to increase their share in the computer market. They've already seen an increase in their market share due to mac sales and they hope to do this via this kind of ad. It's a simple association ad. PC are associated with windows..make the PC look bad, make windows look bad.
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