Microsoft's Latest Anti-MacBook Ad Focuses on Surface Pro 4's Touchscreen

Over the weekend, Microsoft launched a new ad for the Surface Pro 4, continuing its marketing strategy of comparing the tablet computer to Apple's products, this time the 13-inch MacBook Air. The ad is the newest in Microsoft's anti-Apple theme of commercials, previously comparing the iPad Pro with the Surface Pro 4, the MacBook Pro with the Surface Book, and OS X with Windows 10. Just a few weeks ago, the MacBook Air was the focus of another Surface Pro 4 ad.

Simple titled "Get the Surface Pro," the new ad has a focus on the tablet's ability to write and doodle on the screen with the included stylus. Using the same musical accompaniment of the previous MacBook Air comparison spot, the singer in the new ad tells potential customers that "if you try to write on a plain old Mac, the difference can be seen. It doesn't work." Other advantages highlighted in the ad include the detachable keyboard, and the ending tagline states, "Surface does more. Just like you."


Microsoft positions the Surface Pro 4 as a true combination tablet and personal computer, leading to ads comparing it to both an iPad Pro and MacBook. In the previous iPad Pro commercial, Microsoft's personal assistant Cortana let customers, and Siri, know that the iPad lacks an Intel Core i7 processor, full access to Microsoft Office beyond the mobile app versions, a trackpad, and external port options, making Microsoft's tablet more of a computer than Apple's 12.9-inch tablet.

The 12.3-inch Surface Pro 4 starts at $899 for 128GB of internal storage and 4GB of RAM, and goes up to as much as $1,799 for 256GB of internal storage and 16GB of RAM. Comparatively, the 11-inch MacBook Air starts at $899, with 128GB of storage and 4GB of RAM, increasing to $1099 for 256GB of storage and 8GB of RAM, while the 13-inch model starts at $999 for 128GB of storage and 8GB of RAM, and rising to $1199 for 256GB of storage.

Related Roundup: MacBook Air
Buyer's Guide: MacBook Air (Caution)
Related Forum: MacBook Air

Top Rated Comments

levitynyc Avatar
70 months ago
Remember when Apple made laptops?

I used to love them before they stopped updating them.
Score: 36 Votes (Like | Disagree)
newdeal Avatar
70 months ago
but I don't want to write on the screen, I just want a keyboard and trackpad that aren't terrible
Score: 29 Votes (Like | Disagree)
DanTheAppleMan Avatar
70 months ago
That's the most desperate sounding ad I have ever heard.
Score: 28 Votes (Like | Disagree)
dannys1 Avatar
70 months ago
Waiting for the Samsung Note 7 advert...

"I can even start fires with my Note 7, I could never do that with my Mac".
Score: 25 Votes (Like | Disagree)
RamGuy Avatar
70 months ago
I have to admit that the Surface Pro (I don't fancy the Surface "non-Pro") are some really unique and rather nice products. But after owning the Surface Pro 3 for a month, one thing became obvious. It's a "jack of all trades, master of none".

What makes me say this? Well, the whole purpose with the Surface Pro for me was being capable of replacing both my notebook (MacBook Pro) and my tablet (iPad Air) and one thing became blatantly obvious; if you do enjoy the "touch-first" experience of tablet, the Surface Pro will fall way short.

It doesn't really matter if it's a tablet in form, and features a touchscreen etc.. When you have next to none "touch optimised" apps and user experiences to offer. All the "apps" in the Windows Store are plain horrible and lacklustre. The amount of apps offered are really low, and the ones being offered often costs money for no apparent reason and they don't really offer anything. The whole tablet / touch ecosystem is non-existent.

Most Surface Pro users tend to tell me to simply use the "real applications" aka full-blown X86 applications, that's the whole reason for a Surface Pro. But I can't agree with this logic. Using x86 applications when I simply want to use the Surface Pro as a tablet provides a really horrible and unoptimised experience. With UI not designed for touch in mind.


So compared to my iPad Air, the Surface Pro couldn't really deliver the tablet experience I have come to expect.



When it comes to being a notebook it does fare much better. It's a great devices, with great hardware and that shows. But when the tablet experience is so lacklustre, you being to feel and think about why would I want to live with a Surface Pro as primarily a notebook? The keyboard attachment is far from great, it's much better to have a "real" keyboard as the typing experience is much better and with a "real" keyboard you don't need to deal with the kickstand making it really awkward to use the Surface Pro when it's not able to sit on a table. Using it "in your lap" is a mixed experience, and that how I mostly use my notebooks, on my lap.

Not to mention the touchpad/trackpad. It's really small and it performs really bad. It's not even on the level of decent Windows touchpads/trackpads, and even they can't really compared to those of the MacBook's. It just doesn't provide a great user experience having to fiddle with that keyboard attachment.



If only the Surface Pro was able to offer a great tablet experience, then I might have been willing to pay with the fiddlyness that is the keyboard attachment and it's touchpad/trackpad. But when the Surface Pro doesn't really offer anything in terms of a touch-first tablet experience, why should I want to live with it as a rather fiddly notebook?


Once again; Jack of all trades, master of none in my experience.
Score: 21 Votes (Like | Disagree)
needfx Avatar
70 months ago
removing the headphone jack might boost sales figures
Score: 17 Votes (Like | Disagree)

Popular Stories

Upcoming Products 2022 Feature

Gurman: Apple Preparing 'Widest Array of New Hardware Products in Its History' for Fall

Sunday January 23, 2022 10:32 am PST by
Apple is working on a number of new products that are set to launch this fall, and Bloomberg's Mark Gurman says that it will be "the widest array" of new devices that Apple has introduced in its history. In his latest "Power On" newsletter, Gurman explains that Apple is working on four new flagship iPhones (iPhone 14, iPhone 14 Max, iPhone 14 Pro, and iPhone 14 Pro Max), an updated low-end Ma...
macbook pro 14 16 2021

Three Months After Launch, Apple Still Struggling to Meet Demand for Redesigned 14-Inch and 16-Inch MacBook Pro

Monday January 24, 2022 7:12 am PST by
Three months after their launch, the 14-inch and 16-inch MacBook Pros continue to experience high demand and seemingly short supply, with shipping dates for both models stretching into multiple weeks in several of Apple's key markets. In the United States, the baseline 14-inch MacBook Pro with the M1 Pro chip is estimated to ship in three to four weeks, promising an arrival by at least...
General Dropbox Feature

macOS 12.3 Will Include Cloud Storage Changes Affecting Dropbox and OneDrive

Tuesday January 25, 2022 3:31 pm PST by
Dropbox today announced that users who update to macOS 12.3 once that software version becomes available may temporarily encounter issues with opening online-only files in some third-party apps on their Mac. In a support document and an email to customers, Dropbox said it is actively working on full support for online-only files on macOS 12.3 and will begin rolling out an updated version of...
Questionable Design Decisions

Apple's Most Questionable Design Decisions in Recent Memory

Sunday January 23, 2022 2:59 am PST by
Apple has always emphasized the depth of thought that goes into the design of its products. In the foreword to Designed by Apple in California, a photo book released by the company in 2016, Jony Ive explains how Apple strives "to define objects that appear effortless" and "so simple, coherent and inevitable that there could be no rational alternative." But every once in a while even Apple...
Apple Watch Red Yellow Green Feature 1

Apple Launches Black Unity Braided Solo Loop With 'Unity Lights' Watch Face

Wednesday January 26, 2022 6:05 am PST by
Apple today announced the Black Unity Braided Solo Loop for the Apple Watch, as well as a new downloadable watch face, to celebrate Black History Month. Following the launch of the limited edition Black Unity Apple Watch Series 6 and Sport Band in 2021, Apple today launched the Black Unity Braided Solo Loop as part of its celebrations for Black History Month this year.Apple is launching a...
att gigabit internet

AT&T Bringing $180/Month 5-Gigabit Internet to 70 Cities

Monday January 24, 2022 9:20 am PST by
AT&T today announced the launch of upgraded AT&T Fiber plans, which support speeds of up to 5 Gigabits for some customers. There are two separate plans, one "2 GIG" plan and one "5 GIG" plan, available to new and existing AT&T Fiber subscribers. According to AT&T, the new plans are available to nearly 5.2 million customers across 70 metro areas including Los Angeles, Atlanta, Chicago, San...
intel vs m1 max chip purple

Benchmarks Confirm Intel's Latest Core i9 Chip Outperforms Apple's M1 Max With Several Caveats

Wednesday January 26, 2022 8:56 am PST by
Benchmark results have started to surface for MSI's new GE76 Raider, one of the first laptops to be powered by Intel's new 12th-generation Core i9 processor. Intel previously said that its new high-end Core i9 processor is faster than Apple's M1 Max chip in the 16-inch MacBook Pro and, as noted by Macworld, early Geekbench 5 results do appear to confirm this claim, but there are several...
ios 15

Apple Releases iOS 15.3 and iPadOS 15.3 With Fix for Safari Bug That Leaks Browsing Activity

Wednesday January 26, 2022 10:00 am PST by
Apple today released iOS 15.3 and iPadOS 15.3, the third major updates to the iOS and iPadOS 15 operating systems that were released in September 2021. iOS and iPadOS 15.3 come almost two weeks after the release of iOS and iPadOS 15.2.1, minor bug fix updates. The iOS 15.3 and iPadOS 15.3 updates can be downloaded for free and the software is available on all eligible devices over-the-air in ...