The August 9 issue of The Economist discusses how Microsoft through the hiring of one of the premiere ad firms is planning on striking back at Apple, who of late has been using the computer giant as a punching bag the way Mohammed Ali abused George Foreman in Africa during the memorable ‘rumble in the jungle.’

However, has Apple secretly helped Microsoft by giving the giant an icon everyone can identify with based on Apple commercials? Everyone knows Apple as the hip, trendy 20-something with ripped jeans, an unironed t-shirt and chuck taylors and Microsoft being the corporate tightwad with a suite and skinny tie.

I am part of the Apple camp… I defected from Microsoft in the late ’90s and I wrote this entry on my iPhone while listening to my ipod. I wonder – as the article in The Economist suggests – can Microsoft somehow turn this icon to their advantage?

As PR professionals we’re often confronted with counseling clients on how to deal with their competitors. Do you go after them in the press giving them coverage in some fashion or go after then silently? I guess it just goes to show that even the biggest companies struggle with these very same issues.

It will be interesting to see how the Microsoft camp strikes back.