Microsoft loves to make ads for the Surface that pit it against the iPad. Two new ads for the Surface 2 are perfect examples of how Microsoft can’t effectively market the Surface on its own merits, but must instead compare it to things the iPad can’t do. It’s an incredibly predictable, miserable marketing tactic that Microsoft just can’t seem to let go.
In its two latest ads, Microsoft tries to convince us that the Surface 2 is better because it supports hand gestures and multiple user accounts.
Alex Heath is a journalist and co-host of The CultCast. He has been quoted by the likes of the BBC, KRON 4 News, and books like "ICONIC: A Photographic Tribute to Apple Innovation." He lives in Lexington, Kentucky. If you want to pitch a story, share a tip, or just get in touch, additional contact information is available on his personal site. Follow him on Twitter.