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Microsoft continues MacBook bashing in latest Surface Pro 3 ad for the holidays

[youtube=https://www.youtube.com/watch?v=H5_CrXh227Q&feature=youtu.be]
Same old story, but with a Christmas theme this time around in the latest Apple-bashing Surface ad from Microsoft. Touchscreen, kickstand, USB, etc, Microsoft has given up on comparing its tablets with the iPad and instead wants you to believe Surface Pro 3 is an acceptable substitute for a MacBook Air.

It certainly isn’t the first time Microsoft has put the Surface Pro 3 head to head with MacBooks in its advertisements. The company has been aggressively running the comparison ads poking fun at the MacBook’s lack of tablet-like features since it first compared the devices side-by-side live on stage at the introduction of its 12-inch Surface Pro 3 back in May.

Perhaps Microsoft will get back to comparing apples to apples when we get a 12-inch iPad Pro next year?

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Comments

  1. The video is not working for me but I was guessing which video that was and if I’m correct, here is an alternative link http://youtu.be/H5_CrXh227Q

  2. juancastim135 - 9 years ago

    Video not available

  3. Still not convincing me to go buy a Surface Pro.

  4. moofer1972 - 9 years ago

    Let’s ask CNN how they like that kickstand feature.

  5. You make a salient point in that the Surface Pro 3 vs the MacBook ads are not a parallel comparison, or “Apples to Apples” as you put it (was the pun intended :-)).
    However Apple does not (yet) produce a device for which there is an opportunity for Microsoft to compare it’s Surface Pro 3 to in such an “Apple’s to Apple’s comparison.
    Apple produces a great notebook in the MacBook. And pretty much created the consumer tablet space with the iPad. So they, as we all know, produce a distinct notebook AND a distinct tablet.
    Microsoft’s Surface Pro three co-exist’s in both of those spaces. It is both a tablet AND functionality a “notebook”. Subjective opinions aside as to the efficacy of the design in either of those spaces, the broader view of WHAT Microsoft are marketing is a device that is MEANT to be or fulfill the functionality both spaces for any single user..
    It is a unique position be heralded by Microsoft for which the company is seeking to set a standard that other OEM’s which will use their equally dualistic OS Windows 10 (currently 8.1) on devices they manufacture.
    I think Microsoft’s target is appropriate in that they are attempting to define, and solidify, the hybrid/two-in-one category. Microsoft is convinced (rightly so or not, time will tell) that the tablet form factor alone does not fulfill all the needs of a user.
    Productivity capabilities, particularly in enterprise, where Microsoft is still very strong, is a highly desired quality of any device. By creating a device that has ALL of the productivity features of a MacBook, while being a fully functional tablet (with the esteemed tablet features of portability and a touch friendly interface, and in the Surfaces Case a pen) Microsoft has created a device that they are positioning as a product for those who want to get things done. This is their angle. A tablet that is productive.
    So of the Apple products, which in the industry are considered by many as the epitome of design in the notebook and tablet spaces, Microsoft with is category transcending Surface Pro 3, has taken direct aim at Apple’s device that is perceived as the more productive of it’s two distinct devices the Macbook, while taking an INDIRECT aim at the less productive of the two devices, the iPad.
    A look at the tagline shows the dual (direct and indirect comparison) SURFACE PRO 3: The tablet that can replace your laptop.
    The TABLET(as the iPad is a tablet, so too is the Surface Pro 3) MS is saying if you choose THIS tablet over the iPad
    That it can ALSO replace your LAPTOP (as the MacBook is a laptop, so too does the Surface Pro 3 function as a laptop).
    Because of this unique product category, for which Apple currently has no parallel, and the bold claims of Microsoft that this tablet CAN replace your laptop, they market MUST then communicate HOW it can replace your laptop as they attempt to define this hybrid category and set a pattern for partner OEMS to follow.
    Therefore the comparisons to the MacBook are appropriate given their market positioning of this particular device. To compare it to the iPad would not help Microsoft market this device to their target. So again these ads though seeming target ONLY at the Macbook are also an indirect comparison to the iPad. In the video we seek the MacBook and Surface Pro 3 “visually”, but when the Ad makes note of the USB port, the Kickstand and the Pen, those things are a comparison to the device, the iPad which we DON’T see in the ad but that we all KNOW are TABLET enhancing features that the iPad lacks.

    • Harvey Lubin - 9 years ago

      “However Apple does not (yet) produce a device for which there is an opportunity for Microsoft to compare it’s Surface Pro 3 to in such an “Apple’s to Apple’s comparison.”

      EXACTLY!!!

      Apple has clearly stated that it makes no sense for them to meld an OS X laptop with an iPad… and as Microsoft has proven (over and over and over again) the Surface is a VERY BAD idea.

      Microsoft has been struggling for the past few years trying to sell these things, which are neither good multi-touch tablets (they can’t compete with the portability and ease of use of the iPads or the over a million multi-touch iPad apps, much lower price, longer battery life, etc.), and they can’t compete with real laptops like MacBooks Air and Pro (which have REAL keyboards and trackpads, longer battery life, can be used at any angle, have more powerful processors and more options for upgrades, etc.).

      As long as Microsoft continues to try to flog this dead horse on the public, the longer they will continue to lose money on them.

      (͡° ͜ʖ°)

      • Hi Harvey thanks for your response.
        A few points to consider:

        First. my response to this intriguing post by the author, particularly in response to the selected phrase that you quote from my original response : “However Apple does not (yet) produce a device for which there is an opportunity for Microsoft to compare it’s Surface Pro 3 to in such an “Apple’s to Apple’s comparison.” , was in response to the authors statements regarding MS persistent comparisons to the Mac Book and his final statement “Perhaps Microsoft will get back to comparing apples to apples when we get a 12-inch iPad Pro next year? ”
        Quite frankly Microsoft, when comparing to Apple products can only compare its, bold and innovative product the Surface Pro 3(whether it succeeds or fails those points are hard to argue with) to what Apple has on the market -which are a MacBook and an iPad two distinct categories the Pro 3 transcends. I won’t repeat my former analysis. :-)

        Second: In response to your statement regarding the years Microsoft has spent on the Surface line. I think their dedication to a vision of a device with an accompanying OS that transcends form-factor is ambitious and forward thinking. Now of course both I and Microsoft can be wrong on this. We can’t see the future. 

        Yet, just looking at our trend toward a more mobile computing environment.
        1. Some tasks simply REQUIRE a keyboard.
        2. And many scenarios are just better served with the ease of touching a screen with our hands.
        3. While others still are best served facilitated with the use of a pen.
        Typing, Touching and Writing are the ways we get things done at work, at home, at school and rest/leisure.

        Now, Microsoft’s efforts by many to meld those ways of interacting with our devices, to facilitate getting things done in various capacities may be considered failures by many and the wrong direction by some. But an objective view, even ignoring HOW Microsoft has implemented it, may appeal to the objective perception of most of us. Consider; hmmmmmmm…yes, in a world where computing is increasingly mobile, cutting across all aspects of our lives it would seem that convenience and efficiency would to bring to bear that a singular device that facilitates those task would best fit in the view of our future.

        I think this is what Microsoft sees. A future where we can “compute” seamlessly without transitioning between devices; but transitioning between form of a SINGULAR device. This is I believe an fair, forward thinking and I’d posit accurate view of what our furture may look like. It is an ambitious and risky endeavor to invest in that “future” vision when many in the “present” don’t quite see the same vision. (Froms Microsoft and mine perception: YET! )

        Yet when the time does come and many OEM’s as they are doing know, saturate the market with these hybrids (which the Surface Line, by Microsoft’s own admission, is meant to inspire) the future will be “now” and Microsoft will be well positioned having perfected the form factor.
        Naturally Apple, will sit by the side and watch the trends as they normally do. They will let others invest billions in research and innovative introductory products. They will allow others to make the first steps, make the mistakes, criticisms will be publicly launched at these products via comparisons at Apples own product launches or at the likes of WWDC conferences solidifying in the Apple fanbase that certain innovation or bold steps made by rival companies are the wrong direction. But in the business strategy of Apple, which works for them, in the back rooms, in their research departments they will ACTUALLY be analyzing where MS and others may have made missteps, and while delivering messages to keep their fan-base looking negatively at the efforts of other, Apple will be WORKING diligently to perfect on the efforts of others. While all the while looking and projecting disinterested in that category as if it’s irrelevant.

        As they did for years in regards to the size of the iPhone. With ardent, almost disdain, for the larger form factor they spoke negatively, of the large phones and aired ads reflecting the superiority of the smaller form factor (you could reach everything with your thumb! ) The iPhone 6 and 6 plus dimensions we can rest assured we likely being tested WHILE those same ads were being aired and smaller form factor dialogue was being promoted. That’s Apple’s strategy. That how they work. That’s how they keep their fan-base focused on their message. Speak about the superiority of your product over the others, criticize a particular category as irrelevant, using the weight of their “brand”, (if Apple says it’s irrelevant I must be irrelevant) to keep their folks from being pulled astray, while seeing the value in that category, they study it, let others make the mistakes pioneers often by necessity make- then launch their own product in the category they previously condemned – now validating and sanctioning it for their fans. The 4.7” and 5.5” iPhone 6 and 6 Plus are examples of this strategy applied to phones.

        The iPad Pro may be the manifestation of that strategy as applied to tablets, with a Surface Pro 3-esque flair. By 2015 there will be many hybrids include the Surface Pro 3 on the market. The government likes them and will be order some. Hospitals like them as well. The surface, contrary to your dismal analysis as actually DOUBLED in sales, over last year.
        Like the XBOX, where MS invested years of struggle to enter a category it previously was not in before they met with success, the Surface may have finally hit it’s sweet spot.

  6. Nuno Gonçalves - 9 years ago

    Surface doesnt work for me, still looks like a PC, Microsoft still fails in innovate, its just an ugly squared block

    • rettun1 - 9 years ago

      I mean, I’d say the idea of the pro 3 is pretty innovative. But just because something is innovative does not mean it is useful or better than what already exists

  7. rogifan - 9 years ago

    God that SP3 look fugly.

  8. PMZanetti - 9 years ago

    I can’t even believe they have made a 3rd generation. The first two didn’t sell, what the hell are they thinking?

  9. Alan Goswell (@Al_GOZ) - 9 years ago

    The commercial is a bit lame as Gabriel pointed out. But the product is both compelling and unique, and that makes it innovative. Suspend the ‘suspension of disbelief’, take away the fanboyism, stop repeating the “Microsoft is bad” mantra since we had IE as a default Mac browser, and look a little more objectively.

    If I were an enterprise user, this would tick so many boxes which – objectively – you’d need to combine the MBA and iPad to achieve: USB, consistent touch, pen, proper notebook mode, runs full Office, desktop dock.

    I would love an iDevice that operates OSX/iOS, runs full Adobe CC and Office, has a great detachable keyboard cover, can slot into a dock when I get home and power a 27″ retina display, with a USB and a pen!

    Do you really believe that Apple hasn’t got a slew of these trying to figure out which bits Microsoft got right, so that they can assimilate in to what they’re doing.

    Don’t get me wrong, I love my iProducts and probably won’t buy this, but instead of MS-Bashing, how about a little credit where it’s due!

  10. darevsek - 9 years ago

    Their other ad spot ..Love the fact they use Adobe software as an “example”… but wait a moment, when did Adobe’s software NOT run on a MAC? They don’t have “full” versions for the iOS but think they still do a full version for MAC? Can’t someone sue for false advertisement?

    As for this ad spot… again, on hardware “items” not actual functionality of it. Just bring back the “dancers” and the clicking… same effect. Fail item is still a fail item… only way I would have a surface in my general area is to hold up my iPad, or iPhone, or even the MAC book, or MAC book pro… or boat anchor… more useful that way.

  11. Alberto Colon Reyes - 9 years ago

    Well; video available on my Mac. Anyways; as always, misleading; although Pages is a fine app is not the same as Photoshop; which is also available on the Mac. I said it before & I say i again; if I’m working with a laptop, is because I don’t care at the moment for touchscreen; & even so, they do know that the multitouch trackpad is a better way to work (because having to extend my hand to touch the screen is a hassle). Cool add but still; I prefer my MacBook Air. Also I really could care less for a pen or writing like when I was on school; hated then & hated it now.

  12. robertvarga79 - 9 years ago

    They have absolutely no taste with ads, no idea about advertising and marketing…
    It is not a bad product, but badly brought to public, on the wrong ways

  13. Laughing_Boy48 - 9 years ago

    I’m still using Snow Leopard on my 2009 iMac and the video plays as well as any other Youtube video for me. I don’t see why it wouldn’t work on any Mac.

    As for the Surface Pro being more useful than a MacBook Air, it still depends on what a user needs to do. Just adding more features to a product doesn’t necessarily produce a better product if the user doesn’t need those extra features but it could add just more headaches to a product. I’m not knocking Microsoft for constantly trying to establish a product that does EVERYTHING. They might get lucky at some point. Getting the right feature combination is very important. I’m pretty sure the battery life of a MacBook Air is much, much better than that Surface and that’s important to me. I don’t necessarily desire a touch screen if I have a touch-pad and keyboard. A stylus doesn’t interest me at all because I’ve never been exposed to using one. I think Microsoft should leave out the comparisons and focus on their own product. They’re just giving more visibility to an Apple product with these sort of commercials. The proof of the pudding is how many consumers want to buy a Surface Pro 3. And how is the build quality on these Microsoft products? How good is their customer support? Will most Windows Surface users have a Windows Phone smartphone? It’s those sort of things consumers need to ask themselves about rather than some added features.

    Financially Microsoft is still doing very well. Far better than I thought it would. They still have a lot of money to toss around and they may hit upon some product yet that can pretty much do lots of things satisfactorily. However, Apple won’t be standing still and they’re probably working on some groundbreaking products that Microsoft hasn’t even thought about doing. We really don’t know the future. Apple has so many retail stores and loyal customers, it’s going to be very difficult for Microsoft to create products that outsell Apple products.

  14. dksmidtx - 9 years ago

    Why is this “bashing?” It does some things a MacBook Air can’t, and the MacBook Air has a real keyboard, which the SPro 3 doesn’t have. Paranoid much?

    As for all of the “ad doesn’t do anything for me” crowd around here – I don’t think Microsoft really expects many, if any, MacBook diehards to switch – what they are trying to do is stem the bleeding from those folks who are considering switching to your dynamic duo (MacBook Air plus iPad Air) as opposed to the Surface Pro 3. That’s all. So don’t be so nervous faithful ones…

    • Edison Wrzosek - 9 years ago

      Actually these types of ads just give free advertising for Apple, so I guess we should be thanking MS :)

  15. Edison Wrzosek - 9 years ago

    Another pathetic commercial for another generation of a pathetic, jack-of-all-trades-and-master-of-none product…

  16. Terry Gherman (@tygher) - 9 years ago

    Here’s something to ponder. Why compare the surface to the MacBook Air using the tactics they are?

    When they say the surface has USB, they use “sins of omission” as a marketing ploy to sow seeds of doubt. It implies that the Air does not have USB, when in fact it has 2 USB 3 ports. If they compared the surface to an iPad they would have a good point.

    Their goal is to shave percentage points off of Apple’s holiday sales.

    For years the argument of which platform is better has raged on. This has served both parties well. I personally never liked Microsoft for a different comparison. I’m an unapologetic Adobe fan—even when they’ve continually snubbed Apple through the years. Now it appears that Adobe is at it again by aligning themselves tightly to Microsoft. Hopefully this helps Microsoft with their vision—maybe they’ve finally learned.

    Adobe is the undisputed king of software for designers. Yet, they continually have strived to improve their products. Even when they started their dominance they never stopped delivering new and creative ways to help us as designers. Adobe is who I always compared Microsoft to.

    As the dominant platform Microsoft had the ability years ago to end Apple—if only they had put their users first, ahead of their business partners. This is and will always be their weakness because that’s their business model. How could they ever move away from this and succeed when their alliances dictate their strategy?

    Case in point … at the recent Adobe Max they gave away Surface 3s away to every attendee—for free! It must really hurt to have to resort to gifting your prize creations in hopes that designers will turn away from their current product of choice.

    So many times Adobe and Microsoft have tried to sway the design community without success. So many times they have failed. The only real success Adobe had doing this was when they withheld their partnership from Steve Jobs’ NEXT platform—before returning to Apple and returning them to greatness.

    Maybe the answer to why Microsoft is running the ads they are lies somewhere in this rejunivated relationship with Adobe. Maybe, their hoping no one will notice their bad comparisons and not look deeper into the specs. And maybe people won’t notice how awkward it looks to hold your hand up while drawing on a tablet in kickstand mode.

    I really don’t know if they’ll succeed, but I hope they do. Not because I want one though. I want Apple to be forced into building my dream iPad Air Pro Drawing Tablet that uses Continuity to work with all Adobe CC 2015 apps.

    BTW … I’m just ranting. Take exception with anything you want.

  17. Harvey Lubin - 9 years ago

    ‘Tis the season to be desperate.

    (͡° ͜ʖ°)

  18. Howie Isaacks - 9 years ago

    These idiots fail to recognize that the Surface Pro and the MacBook Air both appeal to different customers. The MacBook Air appeals to professionals who are always on the go, and consumers. The Surface Pro appeals to no one. Why not compare their POS tablet with other tablets? Bashing Apple constantly makes them look small and desperate.

  19. Original Killshot - 9 years ago

    Astonishing that Microsoft would bash Apple as my Surface Pro # quit for the 3rd time today. As a business owner with an emphasis on RELIABILITY, Microsoft, methinks you look pretty silly here. Try making a product that lasts more than 2 months (the average lifespan of my 2 Surfaces). I have ~ $5000 of my own time getting this piece of junk repaired. One more time and it’s 3 strikes and I go back to a new MacAir.

Author

Avatar for Jordan Kahn Jordan Kahn

Jordan writes about all things Apple as Senior Editor of 9to5Mac, & contributes to 9to5Google, 9to5Toys, & Electrek.co. He also co-authors 9to5Mac’s Logic Pros series.