Apple has turned to Google advertising in order to undermine Windows 7, observers note. When entering terms such as "download windows 7" into a Google web search, one of the sponsored links shown may direct users to Apple's Get a Mac website, which attempts to persuade PC owners to switch platforms. The link is displayed under the header "Upgrading to Windows 7," clearly indicating the target audience.

Executives at Apple have openly stated plans to attack Windows 7 in marketing, with the argument that the hassle of upgrading from Windows XP (rather than Vista) means that many computer buyers may as well migrate to Mac OS X. A series of related TV ads is already being broadcast. Windows 7 may represent Apple's greatest threat in some time, and it has been generally well-reviewed, and may help to spur PC sales. Very early numbers suggest that the OS has not made much progress.