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Microsoft Launches New Anti-iPad Surface 2 Ad Highlighting Kickstand and Multiple Accounts

Microsoft today released two new anti-iPad ads, continuing its ongoing campaign that pits various Windows tablets against Apple’s iPad. In the new holiday-themed advertisements, Microsoft highlights both the Surface’s kickstand and its support for multiple user accounts.
It is officially the holiday season and we know that many of you are in the middle of deciding which devices to purchase for family, friends, and yourselves. As you consider the alternatives, you should think about what you want to do on your tablet. Surface is designed and built for people who want to do more and be productive on a tablet. This means different things to different people, so we’ve put together a series of videos (with more to come) to show you how Surface compares to its competition in accomplishing many of the things you do every day.
In the first ad, Microsoft suggests that both the Surface and the tablet’s hands-free mode keep the screen clear while completing tasks such as cooking. Windows 8.1 includes a Food & Drink app that allows users to flip through recipe pages by waving a hand in front of the device. "Free apps on the iPad don’t offer the same hands-free technology," says the voiceover.


In the second ad, Microsoft points out the iPad’s failure to support multiple user accounts in iOS, which is a point of contention for many iPad users. Both the Surface 2 and the Surface 2 Pro support both multiple accounts and parental monitoring. "The iPad doesn’t allow for multiple accounts and does not have the ability to monitor usage," states the ad.


Microsoft’s newest ads are part of a long series of anti-iPad advertisements that have attempted to point out several flaws in Apple’s tablet, including its lack of an integrated kickstand and keyboard, the absence of dedicated productivity software on the tablet its poor multitasking capabilities and its failure to offer expandable storage. Microsoft’s VP of communications, Frank Shaw, even took to the company’s blog in October to denounce Apple’s iWork software.

Despite its steady stream of ads and its vigorous anti-iPad campaign, Microsoft was forced to initiate price cuts on its original Surface tablets earlier this year, revealing in July that the Surface lineup had earned just $853 million for the company.

Though the original Surface tablets did not sell well, Microsoft released its Surface 2 and Surface 2 Pro in September, priced at $449 and $899, respectively.

Top Rated Comments

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13 months ago
Multiple accounts. The winning feature for me. iOS should have had support for them ages ago. (And on screen multitasking).
Rating: 62 Votes
13 months ago
These ads are tiring.
Rating: 39 Votes
13 months ago
These guys really just don't get it. They really just don't understand the basic philosophical guides that make the iPad so popular, and allow easy transitions for users to future technologies... Shame they have so much cash to burn through so they won't just go bust quickly, and go away...
Rating: 31 Votes
13 months ago
I feel really sorry for these guys :/
Rating: 26 Votes
13 months ago
The second ad, the one about multiple user accounts and usage monitoring makes a very big point. The reason why Apple has not implementes this is, I guess, to sell more iPads, since it should be fairly simple to implement. That alone would make me seriously consider a Surface, specially with kids in the house.

Hopefully the competition will keep making better, more open products. That will benefit everyone.
Rating: 24 Votes
13 months ago
Even the woman in the voice over sounds bored.
Rating: 23 Votes
13 months ago

The second ad, the one about multiple user accounts and usage monitoring makes a very big point. The reason why Apple has not implementes this is, I guess, to sell more iPads, since it should be fairly simple to implement. That alone would make me seriously consider a Surface, specially with kids in the house.

Hopefully the competition will keep making better, more open products. That will benefit everyone.


I agree that multi-user would be great.

Although, I don't think it's "simple" but it's certainly not outside of their wheel house. iOS is very single-user based though, how would push notifications work with multi-user? And notification center on the home screen. Is there a sense of logging out? Are notifications and the notification center just not present when the last user has logged out? Are all apps installed for all users? What about media? What happens when you open Control Center from the lock screen and take a picture? What camera roll does it save to? Whose Clock app is opened? Is DND a device setting or user setting?

There are likely hundreds of little nuances like this that need to be considered. And the whole login/logout concept is very desktop oriented. iOS devices are meant to be switched on and ready to go with all of your latest updates waiting for you, or notifying you that something you're interested in has happened. This all becomes very muddled when you introduce multiple users.
Rating: 20 Votes
13 months ago

Multiple accounts. The winning feature for me. iOS should have had support for them ages ago. (And on screen multitasking).


I guess it's just a different approach. Apple considers mobile devices as personal products which clearly helps them in sales as well.
Rating: 19 Votes
13 months ago
These features are neat - and they should highlight them - but the direct comparison to the iPad is just dumb. Why can't they just highlight the cool features without mentioning anything about the iPad.

If you cut these two adds down to remove anything about an iPad they could show off both of these features within 60 seconds and not remind anyone of their competition....
Rating: 19 Votes
13 months ago
I do have to agree. It was cheap or maybe just greedy on Apple's part not to offer expendable storage. A micro SD slot would have been easy to add to the iPad and then a user could pop in a 32GB card if more storage were needed.
Rating: 14 Votes

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