Actually, Google and Apple didn't have to come to an agreement. Apple is probably running 'Pay Per Click' ads through Google's 'AdWords' already. Advertisers simply choose the things that people search for, and add those terms, or 'Keywords' to a campaign within Google's interface. Google need not be the wiser. In fact, the way the system works, Apple might not have needed to add 'Windows 7' to their list of keywords. They could have already been advertising for a broadly matched keyword, 'Windows' and the engine matched it. You probably suspect that Google and Apple came to an agreement, because you don't know how Google's advertising model works.

Also, Microsoft Bing's advertising model is identical to Google's, so I can't imagine them poking fun at it.

This is what I do for a living.

I really doubt credibility of the writer. How do we know he's not being paid by Microsoft for putting up jibberish. Proof in pudding - search terms did not bring up any apple links, at least on first page!!!

Hey Something - just tried the search and it comes up as the second sponsored link. Typical marketing crap. Everybody does it. Of course, if it's a M$ hater, then it's clevor, innovative, or just plain cool. If the redmond weenies tried it there would be cries for congressional hearings. Frankly, if Win 7 works fine. I got Vista, a Mac Mini, and at least 3 flavors of Linux on my desk ... everything for a purpose.

Ok. I take back my comments re. no apple mentioned

This is what i see in sponsored links on Mac / Safari:

     1.     Microsoft Windows® 7
www.Microsoft.com/Windows      Get a Look at Windows 7, Learn How to Upgrade, and See Special Offers.

     2.     Windows 7 Upgrade
www.Newegg.com      Upgrade to Windows 7 Today. Low Prices + Free Shipping.

     3.     Windows® 7 Now Available
www.MicrosoftStore.com/Windows_7      Buy Upgrade or Full. Download or Disks. Direct from Microsoft® Store

And on Win7 / Chrome:

Introducing Windows® 7

www.Microsoft.com/Windows      your PC, Simplified. Watch the Top Windows® 7 Features Demos.

Upgrading to Windows 7?

www.apple.com/getamac      There's never been a better time to switch to a Mac. Find out why.

Download Windows® 7 Now

www.MicrosoftStore.com/Windows_7      Upgrade or Full. Download or Disks. Buy from Official Microsoft® Store

Perhaps ads are targeted? Or maybe ads are simply rotated through. Either way it does not show any great plot by Google/Apple to fight their reflection.