IT Pro is supported by its audience. When you purchase through links on our site, we may earn an affiliate commission. Learn more

Microsoft's Surface Pro 3 ad mocks Apple

Microsoft's new ad attempts to take on Apple's MacBook Air

Microsoft's Surface Pro 3 has gone head to head with Apple's MacBook Air in its latest ad campaign.

The video ads are entitled 'Head to Head', 'Power' and 'Crowded'. Each advert compares the Windows-based hybrid PC against Apple's lightweight MacBook Air.

Head-to-Head starts off with the devices next to each other. It shows how the Surface Pro 3 has a touchscreen, while the MacBook Air doesn't. This allows you to swipe to navigate and make handwritten notes on documents.

It then goes on to showcase the Pro 3's transformation into a tablet, while the display stays firmly attached to the MacBook Air's keyboard.

Power takes a look at running high-powered applications such as Photoshop on the Surface Pro 3, in addition to exploring the device's USB and mini display port. It also showcases the Surface Pro 3's kickstand and, again, demonstrates how the tablet can be transformed into a laptop. Indeed, its final tagline is 'The tablet that can replace your laptop'.

Finally, the Crowded video suggests that MacBook users have to carry their laptop, an iPad and a pen and paper around with them to get the same functionality as the Surface Pro 3, while everything is rolled into one with Microsoft's hybrid product.

The ad finishes with the voiceover making a mockery of Apple's iPhone 5s strapline: 'You are more powerful than you think'.

Last month, Microsoft launched its Cortana advertising campaign and focussed on Siri's shortcomings rather than the benefits of its voice assistant.

Although all three of these Surface Pro 3 ads are clever and certainly show the advantages to having a touchscreen on a laptop, we don't think it'll be long until Apple comes back with something equally as tongue-in-cheek. Alternatively it might just slap a lawsuit on the PC maker.

Featured Resources

Four strategies for building a hybrid workplace that works

All indications are that the future of work is hybrid, if it's not here already

Free webinar

The digital marketer’s guide to contextual insights and trends

How to use contextual intelligence to uncover new insights and inform strategies

Free Download

Ransomware and Microsoft 365 for business

What you need to know about reducing ransomware risk

Free Download

Building a modern strategy for analytics and machine learning success

Turning into business value

Free Download

Recommended

Apple executive rejoins Google over remote work policy
flexible working

Apple executive rejoins Google over remote work policy

18 May 2022
Microsoft to double salary budget to retain workers
Careers & training

Microsoft to double salary budget to retain workers

17 May 2022
Microsoft warns of new botnet variant targeting Windows and Linux systems
Security

Microsoft warns of new botnet variant targeting Windows and Linux systems

16 May 2022
The Total Economic Impact™ of Apple Mac in Enterprise: M1 update
Whitepaper

The Total Economic Impact™ of Apple Mac in Enterprise: M1 update

12 May 2022

Most Popular

Russian hackers declare war on 10 countries after failed Eurovision DDoS attack
hacking

Russian hackers declare war on 10 countries after failed Eurovision DDoS attack

16 May 2022
Windows Server admins say latest Patch Tuesday broke authentication policies
Server & storage

Windows Server admins say latest Patch Tuesday broke authentication policies

12 May 2022
Microsoft to double salary budget to retain workers
Careers & training

Microsoft to double salary budget to retain workers

17 May 2022