Microsoft Commercials Take Swipes at Apple’s iPad

| Editorial

Microsoft is taking pot shots at Apple's iPad in its efforts to promote moribund sales of Windows 8 tablets. In a new series of commercials, the Redmond, WA company harnesses Siri to disparage iPad's one-app-at-a-time nature, and compares specs to show an Asus device is thinner and weighs less than iPad.

Screen from a Microsoft Commercial

On Wednesday, Microsoft released "Windows 8: Less talking, more doing," a commercial that attempts to convince us that the lack of voice controls on a tablet is super awesome. In it, Siri's voice tells us, "Sorry, I don't update like that," and, "I'm sorry, I can only do one thing at a time. I guess PowerPoint isn't one of those things."

Invoking Apple's very compelling iPad commercial where two people play "Chopsticks" on iPads, Siri closes by asking, "Should we just play 'Chopsticks?'"

The commercial in full:

In "Comparison: iPad vs. Windows 8 Tablet," we see some side by sides of the iPad and the Asus VivoTab RT, an ARM-based Windows 8 tablet from Asus. After being shown that the Asus device is thinner and lighter, we get the heading, "OneNote app only vs. Comes with Microsoft Office."

iPad vs. Windows

Another Screen

That heading is curious, both in terms of how bad it is grammatically and how misleading it is. It's true that Microsoft has yet to bring Office to iPad, but "OneNote app only" suggests that's the only productivity app for the iPad...

...which is far from true. In addition to Apple's own iWork suite, there are dozens of Microsoft Office clones available for the iPad. That's not to say that Office on Windows RT tablets isn't compelling, it's just calling the reality that this ad is straight up lying.

The commercial in full:

All in all, these ads are better than the recent anti-Apple and Samsung smartphone ad in support of the Nokia Lumia 928. I readily acknowledge that's not setting a high bar, but the new ads are at least clear on the target market.

They're also better than the original Surface Vibe line of commercials with the angry children and young dancers doing a bad job of pretending to be tech execs. Those commercials were also very confused about their target market.

What's most interesting, however, is how the iPad is the star of both commercials. Perhaps it's just my love of the iPad, but my attention was constantly drawn to Apple's product rather than the Windows device.

So I guess that means the new ads are a step forward for Big Redmond. Putting it that way makes me sad.

Thanks to Chris Matyszczyk for the heads up.

Comments

palenoue

Ever notice that when Microsoft does something like this the Apple product sells better and better while the Microsoft product slides into oblivion?  If their track record continues maybe it’s time to place bets on when the Surface will be cancelled like the Zune was.

b9bot

The whole commercial is a lie when you break down the facts in detail. The side by side comparison is misleading right away as the iPad is depicted as being smaller in screen size when in actuality it has a bigger display, better resolution, and more storage because it doesn’t run Windows hog for an OS.
Then as you mentioned Microsoft also draws attention to the fact that “the only consumer Office app the iPad can run is OneNote. When in actuality iWork has been around for years which can handle the tasks of Office.
I guess when you don’t have real products that can really compete, you have to just flat out lie!  Nothing pisses off consumers more than lying about your own products or someone else’s for that matter.

b9bot

The whole commercial is a lie when you break down the facts in detail. The side by side comparison is misleading right away as the iPad is depicted as being smaller in screen size when in actuality it has a bigger display, better resolution, and more storage because it doesn’t run Windows hog for an OS.
Then as you mentioned Microsoft also draws attention to the fact that “the only consumer Office app the iPad can run is OneNote. When in actuality iWork has been around for years which can handle the tasks of Office.
I guess when you don’t have real products that can really compete, you have to just flat out lie!  Nothing pisses off consumers more than lying about your own products or someone else’s for that matter.

Lee Dronick

Well it may be misleading, but some consumers will beleive it.

Bill

I am selling my iPad right now and buyg the Windows 8 ASUS… what is the product again?

HMS Dreadnought

Is this a parody website making fun of the Church of Mac?  I hope so.

Carl

Loved the commercial. I’m no Apple fanatic like Bryan who just can’t see beyond the Steve Jobs halo. My iPad was good for a few years - now it’s time to get something that I can actually get work done on with a real keyboard and Excel. I’m guessing I’ll be branded a traitor for leaving the Church.

Bryan Chaffin

I know what you mean, Carl. When I want to be really productive, I use a laptop. But then, I think that’s where Microsoft got it wrong. By trying to make tablets be good computers and good tablets, Microsoft’s tablets are good at neither.

Which is why they don’t sell. Proof, pudding, and all that.

That said, I do hope you enjoy your Excel and your keyboard. Takes all kinds.

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