The war between Microsoft and Apple may be as synonymous with the 1990s as grunge music, Alicia Silverstone and MTV playing music videos, but it seems that some folks just can’t let go of the past.
That’s based on Microsoft’s latest ad for the Surface Pro 4, which takes aim at the MacBook Air by pointing out that users of Apple’s laptop don’t possess the ability to sketch on screen using a stylus in the way that Surface Pro 4 customers can.
Check it out below.
In previous Surface ads, Microsoft has pointed out that the iPad Pro can’t run full desktop versions of software like Microsoft Office, as well as unfavorably comparing both iOS and macOS to Windows 10.
As ads go, this one isn’t too bad — but like so many ads which spend valuable airtime obsessing over rival products, it just feels a bit desperate.
The Surface Pro 4 certainly isn’t terrible — and Apple arguably invited some of these comparisons by describing the iPad Pro as a laptop replacement — but just like Samsung’s anti-Apple ads, it seems to miss the point. Talking about different use-cases is all well and good, but ultimately there are going to be some customers out there who just don’t want to use Windows.
And that’s something no catchy jingle is going to change!
Luke Dormehl is a U.K.-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Apple Revolution and The Formula: How Algorithms Solve All Our Problems … and Create More, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme and other publications.
6 responses to “Surface Pro ad mocks the MacBook Air’s lack of stylus”
They need a new creative team… dam that was bad.
Three rules in my house: Never anything from Philips, Dell or Microsoft.
I don’t deal with a**hole companys.
Apple isn’t an a-hole company? In what universe? I have all Apple products but let’s not sugarcoat them. They are a-holes. I will get the new MBP as soon as it comes out – if it ever comes out! – but it would be nice to have a bunch of those features that have been available on cheaper laptops for a loooooong time already.
Obviously. If you used Microsoft in general it would have suggested you how to spell “companys”. How’s the spelling in the rest of the house since the three rules “Doctor”? ;-)
Excuse my English, it’s not my native tongue. But I guess you saw an opportunity to be an asshole….
Rövhål
Sounds a little butt hurt ripping Microsoft for comparison ads, while conveniently forgetting the years of Mac vs. PC ads.