Dell vs Apple for Back to School 2010

Autumn is always a busy time of year for laptop sales, with parents keen to kit out their kids in the back-to-school or back-to-uni rush. Dell and Apple are among the first manufacturers to try and win over students with promotions on their flagship models. This year, however, Dell seems to be openly challenging its fruity rival.

This year, Dell's strategy seems to consist of comparing its models to Apple computers, notably on price. The slogan used on the Dell US site is really quite provocative, as 'Apples to Apples' plays on the well-known notion of comparing 'Apples to Oranges', and effectively suggests that Dell's computers are equally as good as Apple's. Apple and its customers might not be too happy with this open attack on the brand's supremacy, even though the firm rarely hesitates to use similarly provocative advertising. We're waiting to see what kind of counter-attack Apple will come up with ...

In the online comparison tool, the Dell Studio range goes head to head against the Apple MacBook Pro, while the iMac goes up against the Inspiron 560 Slim Tower, and the Mac Mini is pitched against the Inspiron Zino HD.

Apples or oranges?

The price difference is almost ceratinly a huge advantage for Dell. Although Dell is pitching its promotional tariffs against full-priced Apple products, even if you factor in Apple's discounts ($200 dollars on the MacBook Pro, for example), Dell's models still work out cheaper.

Comparing the tech specs is a bit of a thorny business, especially in a 'promotional' comparison designed to advertise one brand's products. For example, although Dell's machines are slightly more powerful than Apple's, the firm seems to forget to mention its computers' battery life, which is a pretty important feature! We soon understood why too, as Apple's MacBook Pro laptops do particularly well in this field. The MacBook Pro 15" 2010 offers 4hrs48 of video playback and the MacBook Pro 17" 2009 offers 5hrs15, compared with just 2hrs34 for the Dell Studio 15 and 2hrs04 for the Dell Studio 17 (although the new models can almost certainly do a little better).

There's also a distinct difference in design and build, with Apple machines made from sleek aluminium whereas Dell's are finished in plastic. Then there's the screen quality and resolution (for which Apple has always had the edge) to consider, as well as the overall product size. Suddenly it doesn't seem quite so easy to compare the two manufacturers' products directly. Apples and oranges after all perhaps...

Similarly, when comparing a mini-PC or an all-in-one computer, we know from experience that the tech specs aren't everything, as factors such as noise output and overall size can prove just as important.

Dell also promotes the Microsoft Windows Live Essentials software solutions supplied, and compares them to Apple's equivalents. It's no secret that Microsoft is seeking to rival Apple in this field, but the firm still has a long way to go to match the quality of iLife, iPhoto, iMovie, iDVD, etc. And that's without even starting on the inevitable Windows/Mac OS debate that gets geeks so fired up.

What do the comparisons really show us?

Dell undeniably wins on price and value for money, as you'll get plenty of performance for your cash. Like most PC manufacturers, Dell is first and foremost counting on its technical features to rival the high-end competition. Apple however, adopts a different strategy, promoting instead its products' potential uses. Apple is also operating in a different market sector to Dell, and its products are high-end, even luxury goods.

Both manufacturers offer excellent products, and at this level of performance, computers from both brands make very good buys. The main criteria therefore boils down to price. Dell seems to be pushing the fact that you get what you pay for when you buy one of its computers (and we'd probably agree), while Apple tends to emphasise its products' superior quality (and in some fields it's true they're unrivalled: battery life, design, aluminium body etc.) which, of course, comes at a price.

Open warfare?

So does Apple have anything to fear from Dell's direct attack? It's not likely, as the last five years have seen the Apple brand grow in popularity and in market share compared with Dell and other manufacturers.

In fact, according to a study carried out by the Student Monitor, 70% of American students would choose a Mac to take with them to uni, while already 27% of them owned a MacBook and 47% said they planned to buy an Apple laptop within the next year.


Between 2005 and 2010, Dell's domination over Apple has been totally reversed. The Apple brand has never been stronger and Dell is bearing the consequences in what's quickly becoming a one horse race. Unless of course, Dell's new campaign bears its fruits ...




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