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

roadbloc Avatar
100 months ago
Multiple accounts. The winning feature for me. iOS should have had support for them ages ago. (And on screen multitasking).
Score: 62 Votes (Like | Disagree)
Dulcimer Avatar
100 months ago
These ads are tiring.
Score: 39 Votes (Like | Disagree)
Z400Racer37 Avatar
100 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...
Score: 31 Votes (Like | Disagree)
mertyz Avatar
100 months ago
I feel really sorry for these guys :/
Score: 26 Votes (Like | Disagree)
diazj3 Avatar
100 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.
Score: 24 Votes (Like | Disagree)
devinher Avatar
100 months ago
Even the woman in the voice over sounds bored.
Score: 23 Votes (Like | Disagree)

Top Stories

Pro Display XDR Yella

Apple Working on External Display With Built-In A13 Chip

Friday July 23, 2021 9:37 am PDT by
Apple is developing an external display that includes an A13 chip with Neural Engine, according to a new rumor from 9to5Mac. The A13 chip with Neural Engine would presumably serve as an eGPU, though details are light at this time. Having a CPU/GPU built into the external display could help Macs deliver high-resolution graphics without using all the resources of the computer's internal chip....
airpods 3 gizmochina Feature

AirPods 3 Rumored to Launch Alongside iPhone 13 at Expected September Event

Friday July 23, 2021 12:54 am PDT by
The third-generation AirPods will likely launch at the same event revealing Apple's upcoming iPhone 13 lineup, according to a report from DigiTimes, which makes the claim citing sources familiar with the matter. The report as a whole echoes previous reporting that production of the third-generation AirPods will kickstart in August, meaning a launch shortly after can be easily expected. DigiTi...
discount m1 macbook yellow

Deals: Shop Record Low Prices Across Apple's Full MacBook Pro and MacBook Air Lineup (Up to $499 Off)

Friday July 23, 2021 8:23 am PDT by
Apple's MacBook Pro and MacBook Air lineup is seeing all-time low discounts across the board today, including the 2019 16-inch MacBook Pro, 2020 13-inch MacBook Air, and 2020 13-inch MacBook Pro. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running. 13-Inch M1...
iPad mini pro feature

Next iPad Mini Won't Feature Mini-LED Display, Claims Display Analyst

Friday July 23, 2021 8:07 am PDT by
Yesterday, DigiTimes claimed that the upcoming iPad mini will feature a mini-LED display, but now, display analyst Ross Young is going at odds with that report, claiming that while the updated iPad mini continues to be on track for a release this year, it won't feature a mini-LED display. Young says he "confirmed" with Radiant Opto-Electronics, who DigiTimes claims would provide Apple with...
idos 2 app ios

Apple to Pull 'iDOS 2' DOS Emulator From App Store

Thursday July 22, 2021 3:22 pm PDT by
iDOS 2, an app designed to allow users to play classic DOS games, will soon be pulled from the App Store, the app's creator said today. According to iDOS developer Chaoji Li, he tried to submit an iDOS update with bug fixes to the App Store, but was told that the update was rejected because it violated the 2.5.2 App Store guideline that says apps cannot install or launch executable code.Durin...
m1 macbook air

Kuo: Mini-LED MacBook Air Coming in Mid-2022

Thursday July 22, 2021 7:48 pm PDT by
Apple will release a new version of the MacBook Air around the middle of 2022, Apple analyst Ming-Chi Kuo said today in note to investors seen by MacRumors. The upcoming MacBook Air will feature a 13.3-inch mini-LED display, which would make it the second Mac to gain mini-LED technology after the 2021 MacBook Pro, which is rumored to include a mini-LED display and is expected to launch later ...
iphone12cameras

iPhone Helps to Identify Rare Form of Cancer

Friday July 23, 2021 4:00 am PDT by
A photo taken on an iPhone has helped to identify a rare form of cancer, according to news reports. A mother of three from Gainesville, Florida took a photo of her three-month-old son using her iPhone and its True Tone flash, which highlighted an abnormality in his right eye. The boy's mother, a labor and delivery nurse, recalled learning about retinoblastoma during her training....
iphone 13 blue with text

iPhone 13 May Support 25W Fast Charge Power Adapter

Friday July 23, 2021 2:52 am PDT by
The iPhone 13 may support faster-charging speeds with a 25W power adapter, compared to the current limitation of the iPhone 12, which only supports fast charging at up to 20W, according to a rumor originating from China. The iPhone 12 supports fast charging with a 20W or higher power adapter; however, even if users use a more powerful wall adapter, the iPhone itself only supports up to 20W....
iPad mini pro feature

Next-Generation iPad Mini Will Reportedly Feature a Mini-LED Display

Thursday July 22, 2021 9:03 am PDT by
Apple is widely rumored to be planning a new iPad mini with a significant redesign, including a larger 8.5-inch to 9-inch display with slimmer bezels, a Touch ID power button instead of a home button, a USB-C port instead of a Lightning connector, and more. According to a paywalled preview of a DigiTimes report today, the sixth-generation iPad mini will also feature a mini-LED display:BLU...
magsafe battery pack iphone 12 mini

Top Stories: Hands-On With MagSafe Battery Pack, iPhone 13 Always-On Display?

Saturday July 24, 2021 6:00 am PDT by
Apple's new MagSafe Battery Pack is now available, and we went hands-on this week for some early impressions of the new accessory to get more battery life out of Apple's iPhone 12 lineup. Subscribe to the MacRumors YouTube channel for more videos. This week also saw a number of rumors about the upcoming redesigned MacBook Pro models, the iPhone 13 lineup, the next-generation iPad mini, a new...