<p>We've all seen the "<em>Hi, I'm a Mac, and I'm a PC"</em> commercials by Apple and the response by Microsoft, <em>"I'm a PC."</em> </p>
<p>Apple has been mocking Microsoft for years. But lately, Microsoft has fought back, for example, Microsoft's Zune ads, which bashed the iTunes model.</p>


Apple and Microsoft

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<p><figure> <div><img src="https://i.insider.com/4dee45bbccd1d5bc4d020000?width=600&amp;format=jpeg&amp;auto=webp"></div>
</figure>Marketers don't always play nice, especially when they're trying to take on one of their closest rivals.</p>
<p>Often the most brutal battles come in the form of comparative advertising -- the direct comparison of one company's product to another. Once the line is drawn, it's up to the opposition to either fire back or ignore its competitor.</p>
<p>Some companies have been duking it out for decades, like Coke and Pepsi. Others took decades to respond: Apple ran its first anti-PC advertisement in 1984, and Microsoft didn't fight back until recently -- it let hardware makers like Dell and HP do the fighting.</p>
<p>We've compiled some of the most intense marketing wars ever waged between two companies.</p>
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Marketers don't always play nice, especially when they're trying to take on one of their closest rivals. Often the most brutal battles come in the form of comparative advertising -- the direct comparison of one company's product to another. Once the line is drawn, it's up to the opposition to either fire back or ignore its competitor.

The 12 Most Intense Marketing Wars Ever

Apple and Microsoft

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