Microsoft may have tried to make nice last Christmas with its ‘Peace on Earth’ performance in front of the 5th Ave Apple Store in New York City, but a new year means a new chance to target Macs and sell more Surface tablets.
After dismissing the iPad Pro as a companion device earlier this year, the company started advertising their Windows 10 operating system by highlighting what Macs can’t do: namely having a voice assistant, although 9to5Mac has reported that Siri is destined for the Mac in OS X 10.12 later this year.
Now Microsoft is focusing on its not-quite-a-tablet-but-definitely-not-a-notebook hybrid Surface Book laptop, which features both touch and input like Surface tablets but has the body of a notebook. The latest ad (via iClarified) assigns photographer Tim Flach this line: “I can’t do that on my Mac.” Noticing a theme here? I personally liked Apple’s ‘I’m a Mac and I’m a PC’ ads better when they were the underdogs.