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

Sirious Avatar
61 months ago
The awkward moment when Microsoft is right about everything they said in the ad...
Score: 183 Votes (Like | Disagree)
Zeov Avatar
61 months ago
Microsoft is right.

5 years ago i would never have said those words.
Score: 93 Votes (Like | Disagree)
BootsWalking Avatar
61 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.
Score: 75 Votes (Like | Disagree)
snowboarder Avatar
61 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"?
Score: 42 Votes (Like | Disagree)
Sirious Avatar
61 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"
Score: 33 Votes (Like | Disagree)
cmChimera Avatar
61 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?
Score: 28 Votes (Like | Disagree)

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