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New Surface Pro 4 Ad Takes on Apple's 'What's a Computer?' iPad Pro Campaign

Microsoft today launched a new commercial for its Surface Pro 4, comparing the tablet computer to Apple's iPad Pro and Smart Keyboard. The ad -- titled "What's a Computer? Just ask Cortana" -- was posted on YouTube today with a description claiming that "just because you call something a computer doesn’t mean it fits the description." The new ad is clearly targeting Apple's new "What's a Computer?" ad campaign and "Super. Computer." slogan for the iPad Pro.

The ad centers around a party that Siri is holding for its new Smart Keyboard, telling the Surface Pro 4 "I'm a computer now, like you." The Surface Pro 4 responds, asking if Apple's tablet has an Intel Core i7 processor, full access to Microsoft Office beyond the mobile app versions, a trackpad, and external port options. Siri responds with, "Like I said, I just got a keyboard."


The ad ends with the tagline, "Surface does more. Just like you." The new ad today follows a similar anti-Apple theme of many Microsoft ads, which have previously focused on comparing the Surface Book and MacBook, and Windows 10 and OS X. For Christmas last year, the company released a more peaceful ad that centered around a group of Microsoft Store employees singing seasonal carols outside of an Apple Store.

The Surface Pro 4 starts at $899 for 128GB of internal storage and 4GB of RAM, and going up to as much as $1,799 for 256GB of internal storage and 16GB of RAM. Comparatively, the 12.9-inch iPad Pro starts at a smaller $799 for 32GB and maxes out at $1,099 for 256GB, with all models including 4GB of RAM.

Related Roundup: iPad Pro


Top Rated Comments

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31 months ago
The awkward moment when Microsoft is right about everything they said in the ad...
Rating: 183 Votes
31 months ago
Microsoft is right.

5 years ago i would never have said those words.
Rating: 93 Votes
31 months ago

Shouldn't Microsoft advertise the features that Surface has instead of bashing out the competition?


You mean how Apple bashed the competition in their "I'm a PC" ads? Karma is a beeyoch.
Rating: 75 Votes
31 months ago
Can I run the full version of Photoshop on an iPad - NO
on Surface Pro - YES

So guess which one is a "computer"?
Rating: 42 Votes
31 months ago

Shouldn't Microsoft advertise the features that Surface has instead of bashing out the competition?


Bashing the competition is another way of advertising its features: "I have this thing, but you don't"
Rating: 33 Votes
31 months ago
"Full office."

Isn't Microsoft the one advertising that Office 365 is a better experience because you can have the "Full office" experience on any device?
Rating: 28 Votes
31 months ago
The title of this non storie should be as follows:

New Surface Pro 4 Ad Takes on Apple's 'What's a Computer?' iPad Pro Campaign. Continues to be irrelevant
Rating: 26 Votes
31 months ago
lol...but 100% right
Rating: 25 Votes
31 months ago
I own a surface 3 and I agree with this commercial 100%. It beats the iPad in every way possible. As the IT person for my company, I plan on switching out all of our ipads for surfaces soon.
I'm still amazed Apple has not come out with a full OSX tablet. :confused:

The only thing I think the iPad has going for it is the Stylus ( i refuse to call it a pencil). the pressure sensitivity of it with the ipad screen is pretty amazing and feels pretty great,( except for the ridiculous price, and lack of buttons, and stupid way of charging it) Well, maybe it's not that great after all. LOL

My surface stylus works great but I'd like to see more levels of pressure. (To be honest, they may have improved apon this with the surface Pro 4 as I haven't tried one yet.)
Rating: 25 Votes
31 months ago
I love my 12.9" iPad Pro but I agree I would never call it a computer...
Rating: 23 Votes

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