Microsoft's Surface Book Ads Borrow Music From Apple to Focus on Things a Mac 'Just Can’t Do'

Following the launch of a few ads focused around the advantages of Windows 10 PCs over Macs, this week Microsoft continued its campaign with new commercials showcasing the Microsoft Surface Book. The ads feature wildlife photographer Tim Flach describing the pros of the Surface Book, pointing out a few things that he "just can't do" on a Mac.

The first video showcases Flach's "initial impressions of the Surface Book," with the photographer commenting on the detail provided by the two-in-one laptop/tablet device. Flach also detaches the top half of the Surface Book to directly edit and manipulate his photographs. He ends the video stating, "I can't do that on my Mac."


The second ad delves deeper into the powers of the Surface Pen and its 1,024 levels of pressure sensitivity, with Flach comparing the experience he had with Microsoft's device to his time as a painter. Despite the touch-screen similarities the Surface Book shares with the iPad Pro, Microsoft keeps the comparison specifically to Apple's Mac line in each video.


As pointed out by a reader of The Loop, the score for Microsoft's new ads skews close to a Retina MacBook Pro commercial from 2012. Both videos use variants of "Song" by Kidstreet, with Apple's ad playing the "String Version" of the tune and Microsoft's playing the "Reimagined" version.


A third video posted to the company's YouTube channel echoes much of the sentiment of the first two. Microsoft sells the Surface Book starting at $1,499 and goes up all the way to $3,199 thanks to a boosted 1TB flash storage and Intel Core i7 processor. The company first introduced the Surface Book at an event last October, referring to the versatile computing device as "the fastest laptop ever made, anywhere, on any planet."

Top Rated Comments

quackers82 Avatar
106 months ago
I think Microsoft need some decent designers, that Surface book looks UGLY.

The hinge part is pure vileness. Looks like it came from the 1960s.


Attachment Image
Score: 36 Votes (Like | Disagree)
Nimrad Avatar
106 months ago
Now, Apple, please borrow some inspiration from the surface book. Say what you want about MS or Apple, but the Surface Book is the first thing in years that have made me consider "switching".
Score: 35 Votes (Like | Disagree)
Apple Knowledge Navigator Avatar
106 months ago
For the few times you would actually want to touch the screen, I still don't see the benefit(s) of having an OS optimised for multiple input.

Also, plastering the screen with grease and fingerprints one minute and then using a trackpad the next is anything but professional.
Score: 26 Votes (Like | Disagree)
Sirious Avatar
106 months ago
Both companies do make some great ads though
Score: 20 Votes (Like | Disagree)
SSD-GUY Avatar
106 months ago
Dat gap when the surface book is closed tho.
Score: 19 Votes (Like | Disagree)
MH01 Avatar
106 months ago
slow day with the news I see.....
Score: 16 Votes (Like | Disagree)

Popular Stories

Provenance Emulator

PlayStation, GameCube, Wii, and SEGA Emulator for iPhone and Apple TV Coming to App Store

Friday April 19, 2024 8:29 am PDT by
The lead developer of the multi-emulator app Provenance has told iMore that his team is working towards releasing the app on the App Store, but he did not provide a timeframe. Provenance is a frontend for many existing emulators, and it would allow iPhone and Apple TV users to emulate games released for a wide variety of classic game consoles, including the original PlayStation, GameCube, Wii,...
iPhone 15 Pro FineWoven

Apple Reportedly Stops Production of FineWoven Accessories

Sunday April 21, 2024 6:03 am PDT by
Apple has stopped production of FineWoven accessories, according to the Apple leaker and prototype collector known as "Kosutami." In a post on X (formerly Twitter), Kosutami explained that Apple has stopped production of FineWoven accessories due to its poor durability. The company may move to another non-leather material for its premium accessories in the future. Kosutami has revealed...
iOS 17 All New Features Thumb

iOS 17.5 Will Add These New Features to Your iPhone

Sunday April 21, 2024 3:00 am PDT by
The upcoming iOS 17.5 update for the iPhone includes only a few new user-facing features, but hidden code changes reveal some additional possibilities. Below, we have recapped everything new in the iOS 17.5 and iPadOS 17.5 beta so far. Web Distribution Starting with the second beta of iOS 17.5, eligible developers are able to distribute their iOS apps to iPhone users located in the EU...
Delta Feature

Delta Game Emulator Now Available From App Store on iPhone

Wednesday April 17, 2024 9:58 am PDT by
Game emulator apps have come and gone since Apple announced App Store support for them on April 5, but now popular game emulator Delta from developer Riley Testut is available for download. Testut is known as the developer behind GBA4iOS, an open-source emulator that was available for a brief time more than a decade ago. GBA4iOS led to Delta, an emulator that has been available outside of...