Microsoft goes after the iPad (again) with revised Surface RT commercial

Microsoft has posted up a revised version of a commercial that compares that iPad vs. the Surface RT. In the previous version of the commercial, the cost of the Surface RT was $499 but thanks to the new price cut, the $349 price point slants the sales pitch even heavier towards the Windows RT device.

Microsoft’s anti-iPad commercial series has highlighted how several Windows 8/RT devices are superior to that of the iPad; this campaign has been sending a consistent message to consumers that Windows 8 tablets are better than iPads in nearly every way.

If you are wondering how Microsoft dropped the price to $349 from the previous commercial that was $499, it’s because they took a write-down of $900 million on the Surface RT inventory.

This commercial, much like the previously released advertisements, are 30 seconds long which means that they are primed to be shown on the air. Microsoft has already been running previous iterations of this commercial series on TV, so it would seem that this one is destined as well for the big-screen in your living room.

Source: YouTube

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Apple should send them flowers and a cake with a card saying: "Sorry for the $900 million worth of excess Surface inventory."

Microsoft should give up on this garbage as much as their fanboys should give up with their pathetic excuses. Now waiting for an excuse.....

stevan said,
Microsoft should give up on this garbage as much as their fanboys should give up with their pathetic excuses. Now waiting for an excuse.....

My RT does a great job for me. My Pro's even better. I have no need to make any sort of excuse to appease your mind.

My iPad has a smart cover that folds into a stand and I have a Bluetooth keyboard. I pretty much have a Surface RT ... but my iPad has apps.

And how much did all this cost you? iPad + cover + keyboard?

And do you have Microsoft Office on your iPad? For some of us, it's a killer feature...

The smart cover was $5 on eBay. The BT keyboard was $30 from Tiger Direct. Office is not necessary. Google Drive works fine for me when I do need to access it.

These are excellent commercials (finally). They contrast the differences between the 2 tablets with a bit of humor.

Seriously pointless product, Battery life gets increased for the PRO and RT has ZERO to offer. No one cares enough about extended battery life enough to enter such a limited ecosystem with a high likely hood of abandonment in the very near future. The commercial is a complete waste of money. Is the head of marketing related to the Bills or something? For the love of God, fire these imbeciles, everything they touch turns to crap.

Hahaiah said,
Seriously pointless product, Battery life gets increased for the PRO and RT has ZERO to offer. No one cares enough about extended battery life enough to enter such a limited ecosystem with a high likely hood of abandonment in the very near future. The commercial is a complete waste of money. Is the head of marketing related to the Bills or something? For the love of God, fire these imbeciles, everything they touch turns to crap.

lmao you trolling fool. Its like you literally know nothing! Like nothing at all!

Love it I sold my iPad recently and got the RT at the reduced price. Beautiful device and works seamlessly with my desktop and Lumia 920. Also installed the Windows RT 8.1 Preview on it and it makes it even better! Can't wait to see what they'll do for RT 2.

Now I just need an Xbox One and my eco system is complete haha.

ir0nw0lf said,
Or how Apple stock is still in the crapper (and actually down as of this post).

$426 mid day price is considered in the crapper.
HNNNNGGGG!

ir0nw0lf said,
Or how Apple stock is still in the crapper (and actually down as of this post).

That's not going to make the $900M write-off go away.

Kalint said,

$426 mid day price is considered in the crapper.
HNNNNGGGG!

If you consider the actual value of the stock, even after the massive drop, it is still far higher than it should be. Which means that any hit or drop in public perception/marketing will drop it to a level that will start hurting Apple.

In almost any forecast, Apple would have to put out a revolutionary product like the iPod or iPhone or iPad every two to three years just to remain where they are today. (And this is not sustainable as there are few products like these in the lifetime of a company.)

Apple doesn't have a long term or consistent revenue structure. Their most stable offering is iTunes, and even it is becoming less stable with subscription music and video services. The iTunes App revenue is closely tied to the iPhone and iPad, which are slipping.

Apple is a great 'boom' company, but they are also notorious for getting caught up in their own success and then 'busting'. In the past 30 years they have had tremendous highs, and two major busts that almost put them out of business. Ironically it was Microsoft that stepped in to help during both bust periods. (Once when Microsoft was a tiny company in comparison to Apple.)

Comments here are laughable. People don't remember (or they were not born yet when this happened) - how XBOX was losing money for a while there. Yeah, you are right, Microsoft should have just killed XBOX and never make XBOX 360, as clearly nobody wanted original XBOX. Or should have thrown in the towel when they had a 1B write-off for XBOX 360 overheating issues. You guys are totally right.

I think there is a difference in losing money on sales and a product that is just selling badly. All consoles lose money starting out, they make it back on software. That's common knowledge and not a very good comparison. XBox wasn't a flop, surface RT is. Without the ability to run regular Windows programs this thing will never succeed.

I just noticed a possible problem with the ad--the Surface RT doesn't come with the keyboard at that price, right? But the ad sort of suggests that it does.

cybersaurusrex said,
I just noticed a possible problem with the ad--the Surface RT doesn't come with the keyboard at that price, right? But the ad sort of suggests that it does.

I think they are running a limited promo right now and for the time being you do get a free keyboard with it. Won't make much difference though. It was a flop and their revenue figures show it clearly.

Unfortunately ya it's sold separately as it says in the footnote in the ad (but you can buy it bundled at a slightly reduced cost too). Even if you do buy the keyboard, it's cheaper than buying an iPad. Also, the keyboard with the Surface just beautifully clicks in, whereas with the iPad you need and all the accessories to make it work decently.

cybersaurusrex said,
I just noticed a possible problem with the ad--the Surface RT doesn't come with the keyboard at that price, right? But the ad sort of suggests that it does.

The Touch Cover is actually free with purchase right now.

Ridiculous commercial, typical american, making a another product look worse then yours, it's (thank god) not allowed in the netherlands here

Seahorsepip said,
Ridiculous commercial, typical american, making a another product look worse then yours, it's (thank god) not allowed in the netherlands here

typical non-American to whine about "typical" Americans.

Seahorsepip said,
Ridiculous commercial, typical american, making a another product look worse then yours, it's (thank god) not allowed in the netherlands here
you obviously dont understand the commercial. Its not about making the iPad look bad, its about making it look as it is...OUTDATED. With the advent of 6 iPad models, nothing has changed on them other than making it slightly thinner..well until the iPad 4 or smaller with the Mini. No upgrades in features or capability. Its boring.

No commercial is going to help a flop product. After taking $900 million in write down, MS should start selling it at $99 hoping to get atleast 5 million people buying RT. People don't really need USB port on thier tablet for media consumptions. By the way, their ipad and RT comparion are kind of lame as compared to Mac vs PC in Vista era.

Have you actually given it a try? Have you owned one? It's actually a really beautiful and amazing product. See what the majority of owners have said about it. It's nowhere near a flop product. Each tablet is built for specific needs of the customer. You can keep using your iPad if you feel that way.

Auditor said,
No commercial is going to help a flop product. After taking $900 million in write down, MS should start selling it at $99 hoping to get atleast 5 million people buying RT. People don't really need USB port on thier tablet for media consumptions. By the way, their ipad and RT comparion are kind of lame as compared to Mac vs PC in Vista era.

They reportedly cut their order to 2 million a while ago. Anyone whose been filling Microsoft shouldn't be surprised that yet another hardware product is costing them money before it makes them money.

Auditor said,
No commercial is going to help a flop product. After taking $900 million in write down, MS should start selling it at $99 hoping to get atleast 5 million people buying RT. People don't really need USB port on thier tablet for media consumptions. By the way, their ipad and RT comparion are kind of lame as compared to Mac vs PC in Vista era.
Spell check!
Anyways, no one said you needed USB for media consumption. What is great about the USB, is it supports using it for extra storage, transferring data, storing media you may not want on your device like private photos or movies. Its great for people who don't want to use cloud storage. It supports using any printer, keyboard, mouse and more. Even at $499 it was quite competitive vs the iPad.

Auditor said,
...People don't really need USB port on thier tablet for media consumptions....

This is where you are missing the point. The USB connection on the Surface RT supports far more devices than just USB Flash sticks. (The Surface RT also has a MicroSD card slot for media consumption.)

You can hook up millions upon millions of standard USB devices to the Surface RT, not just USB sticks. In contrast, the iPad has a very limited amount of device accessories that it works with, even if you do buy the USB port adapter.

You seem to dismiss the Surface RT rather easily, and I suspect that if you spent time with one or saw some of things you can do with it that are just not possible on the iPad you might change your opinion a little bit.

j2006 said,
Have you actually given it a try? Have you owned one? It's actually a really beautiful and amazing product. See what the majority of owners have said about it. It's nowhere near a flop product. Each tablet is built for specific needs of the customer. You can keep using your iPad if you feel that way.

The huge sale of number of other tablets except Windows Tablet speaks the popularity and usability of product. So yes, it remains a flop as of today.

Auditor said,

The huge sale of number of other tablets except Windows Tablet speaks the popularity and usability of product. So yes, it remains a flop as of today.

Being popular doesn't mean you are better. Just because people have gotten hooked to a brand like Apple for example, doesn;t mean they cant change.
Here is the real problem with Surface. They have a great device that came a bit to late. If the Surface came out within one year of the original iPad, Microosft would have a chance. After 6 models people have vested a ton of money in iPad apps and accessories. To start over and buy a Surface now would just be stupid. Even I wont do ti and I like the Surface. If I had never had an iPad or they both appear reasonably close together, I would never have had an iPad, or for only one year where I wouldn't have vested so much money in one platform.

TechieXP said,
Being popular doesn't mean you are better. Just because people have gotten hooked to a brand like Apple for example, doesn;t mean they cant change.
Here is the real problem with Surface. They have a great device that came a bit to late. If the Surface came out within one year of the original iPad, Microosft would have a chance. After 6 models people have vested a ton of money in iPad apps and accessories. To start over and buy a Surface now would just be stupid. Even I wont do ti and I like the Surface. If I had never had an iPad or they both appear reasonably close together, I would never have had an iPad, or for only one year where I wouldn't have vested so much money in one platform.

Better is very subjective opinion. Sales number are relevant factors because that shows the people willingness to buy that product. Companies sell products not based on which is better but what customer demands as per their requirements. They can boost sales through marketing, surface failed in their marketing, and being innovative or being first at scene. MS failed on all those fronts. The only thing which keeps them going in huge pocket. Surface is a hole in that pocket and lets see how long those finite resources keeps MS going.

Auditor said,

Better is very subjective opinion. Sales number are relevant factors because that shows the people willingness to buy that product. Companies sell products not based on which is better but what customer demands as per their requirements. They can boost sales through marketing, surface failed in their marketing, and being innovative or being first at scene. MS failed on all those fronts. The only thing which keeps them going in huge pocket. Surface is a hole in that pocket and lets see how long those finite resources keeps MS going.

It took 5 years for Xbox to turn a profit. The Surface doesn't have to take that long. I do agree marketing has to do with it, but again; Microsoft is way behind. Sure a product can come out of nowhere and beat an existing product, but it also has to offer something considerably different.

Example, when Apple released the iPod, we already had several digital players. So how did Apple beat names like Sony or Creative? Marketing sure. But the Touch offered something those others didn't. Also Apple has the money to make the product available in more markets. Sony didn't push for that even though that had the jack to do so.

But I believe when you have own an iPad since day one, its 4 years later and another brand releases a product that offers no huge benefit above mine, why should I change? The Surface RT can't do anything the iPad can't do except run a version of Office. Great! But that isn't a real selling point. Having a USB port or being able to use sdcards is also not a real selling point as many have smartphones that can so that.

Now if Microsoft has took the Surface and gave it the powers the Xbox One is going to have, like run 2 operating system, one being Windows RT which lets you run apps and oif course the desktop for Office and then it ran Xbox OS and had better games than those crappy .99 remakes of the 80's games and it was $499...I am betting it would slaughter the iPad. MS has the money to make that happen and they have the OS to make it happen. Just take a Surface Pro, give it 2 OS's and drop the price in 1/2 to increase its market and have real games to play, MS could make a fortune.

In fact even ARM based games could be far better than what they are base don the hardware we have. All we need is devs to take their games and recompile them for ARM. I mean look how many games that appear on Xbox end up on the Wii. They don't look to bad. Look way better than that crap on iPad.

I think these ads are good... & finally the price for RT is about right. Not to mention that the Surface is a heckuva lot prettier than the iPad (in my opinion).

We'll see if the new price & ads help sales.

primortal said,
I wish they could but this much effort in Windows Phone commercials

They don't make their own phone though, they leave the WP marketing to the phone makers. Nokia, HTC, and Samsung have to do the commercials really.

GP007 said,

They don't make their own phone though, they leave the WP marketing to the phone makers. Nokia, HTC, and Samsung have to do the commercials really.

But other commercials with the smack down on the iPod was done with the Dell tablet as well so they could do a commercial with a Nokia

primortal said,

But other commercials with the smack down on the iPod was done with the Dell tablet as well so they could do a commercial with a Nokia

I'm sure they could, but in the end they are sold via the carriers so who better to handle that? We'll see, now with the reorg all the different marketing groups are now centralized when they used to be split up by division which made no sense. Maybe now when you see them advertise the Surface they can also toss in the phone or vice versa.

Carrier commercial for iPhone/Android: OMG SO COOL YOU WANT THIS GET IT NAO!!

Carrier commercial for WP: This exists.

I don't see how they can point out the "keyboard" which is a $100 accessory (the iPad can also use keyboard, they just don't have the cool connector) and they poke fun of the lack of USB which is a $29 accessory for the iPad

That's the point... everything's an accessory with the iPad, whereas the essentials are included with Surface and just work seamlessly.

Rudy said,
I don't see how they can point out the "keyboard" which is a $100 accessory (the iPad can also use keyboard, they just don't have the cool connector) and they poke fun of the lack of USB which is a $29 accessory for the iPad

Even with the $29 accessory for the iPad, it has a very limited amount of devices it supports. Where the Surface RT can plug in millions of printers, mice, keyboards, hard drives, and various other generic peripherals that the iPad doesn't even support.

As for the keyboard, you do have a slight point as it an optional accessory. However, the Surface RT keyboard is unique in style and usability that is less invasive than most iPad covers, which I believe is the point Microsoft is trying to make.

(Again there is also the argument that you can also just plug in an old USB keyboard to the Surface RT and it just works, without buying anything.)

Rudy said,
I don't see how they can point out the "keyboard" which is a $100 accessory (the iPad can also use keyboard, they just don't have the cool connector) and they poke fun of the lack of USB which is a $29 accessory for the iPad

I thought they were giving the Touch Cover away with the Surface RT now.

primexx said,
everything's an accessory for the ipad.

Microsoft would kill for the level of accessory support the iPad is getting for Surface.

They can add as many as they want. It will just mean a less percentage get installed. Currently it's about 10-15% of apps in the store that get installed. Wow loads of apps, great. Nobody uses them.

stevember said,
Now Apple will respond with app quality and number.

The funny thing is that Apple used to dismiss # of Apps when it was in reference to software compatibility and the Mac, where there are millions upon millions of Windows based applications and a fraction of applications for Mac.

Even today, Apple doesn't let the 'Apps' marketing ever get focused on OS X.

They also don't like to hear about # of devices supported, as the Mac always trailed Windows. Even with the Surface RT this is a sore subject; on day one it had more device support than the iPad had acquired in several years.

Is this windows 8 Surface RT lighter than this laptop is heavier for me? (I am talking about weight of computer laptop). Since you bought this surface RT....

Talk about beating a dead horse - people don't want Windows RT - they want Windows - just get that right and leave iPad and Android alone and concentrate on what you do best. If you want to compete with them either figure out a Surface RT for $299 or forget about it...

Actually, I used to think the same thing... but I just bought the Surface RT a few days ago at the new reduced price... and I absolutely love it! Lots of people bash RT (including myself) without actually owning it and actually giving it a full try. I installed the 8.1 Preview on it too and omg it's AMAZING. Can't wait to take it with me on my trip.

It's not a dead horse... it's the start or something amazing :-)

Obry said,
Talk about beating a dead horse - people don't want Windows RT - they want Windows - just get that right and leave iPad and Android alone and concentrate on what you do best. If you want to compete with them either figure out a Surface RT for $299 or forget about it...
FALSE!!!!!!!!!!!!!!!!!!!!!! The problem with Surface RT isn't the price. The price is far more than reasonable for what the capabilities of the device are. The problem with RT is Windows. People know Windows to be a fully capable device that can run all their favorite apps. They were confused with Windows RT because people don't read and learn they shop and buy by the seat of their pants. Microsoft wants people to understand the new Windows isn't just for the desktop because this has been engrained in them for 30+ years.

If anyone with an open mind and an unbiased love for one brand would actually compared Surface RT to an iPad, the RT is better in every single thing. The only real plus the iPad has is apps. But what do you expect from a device that has been out since for 5 models in 3 years.

The apps for Surface are coming at a steady pace and market is picking up and the Surface RT will get better.

Obry said,
Talk about beating a dead horse - people don't want Windows RT - they want Windows - just get that right and leave iPad and Android alone and concentrate on what you do best. If you want to compete with them either figure out a Surface RT for $299 or forget about it...

windows RT is a joke, only full feature windows tablet is the windows surface (non-RT) and with price of 800-900, its a joke as well.

since windows RT was released I bought 3 android tablets (for me, for my girl and as present), zero interest in RT.

In reply to TechieXP:

You are absolutely right, the problem is Microsoft didn't include better training for Windows RT/Modern UI in the first place (Ballmer or Sinofsky probably). I like these ads, but Microsoft needs to do ads that showcase more of the product in action with the different apps running on it compared to the plain ipad apps there are. They need to focus on more on static ads (not just TV ads) put them in airports or coffee shops. People that I talk to say oh you have the tablet that does the click snap etc. They like the ads because they have something to reference the tablet by, but they don't know the name.

ians18 said,
In reply to TechieXP:

You are absolutely right, the problem is Microsoft didn't include better training for Windows RT/Modern UI in the first place (Ballmer or Sinofsky probably). I like these ads, but Microsoft needs to do ads that showcase more of the product in action with the different apps running on it compared to the plain ipad apps there are. They need to focus on more on static ads (not just TV ads) put them in airports or coffee shops. People that I talk to say oh you have the tablet that does the click snap etc. They like the ads because they have something to reference the tablet by, but they don't know the name.

I agree to a point. I don;t throwing more ads at the Surface RT will help. At this point people have found out the hard way that the Surface RT isn't what they thought it was. As I stated, people saw "Windows" and they automatically assumed what they were use too.

Microsoft did explain at release how Surface RT wasn't the Windows we all know. What MS failed to do was make that known to the masses. A few 1000 at release isn't going to help the other 1.2B Windows users. Windows fans like Apple fans saw Windows and just went shopping.

They should have ran these commercials at the very beginning before the actually release and branded as the "New Windows is coming". They should have focus on the Modern UI. They shouldn't even have mentioned the desktop. As you stated, they do need to show what the device can do. But again, that may not be a plus.

Other than hardware differences, the Surface is a lot like an iPad with a different UI. Many people have already trashed the Windows Modern UI as being ugly, non-functional, which is how they dismissed Vista and in fact, it is nowhere near as bad as they say.

The problem with these losers is they ask for new and when they get new and its not what they think it should be, they bad mouth it and then when other consumers here they shy away. There was nothing wrong with Vista or Surface. What is wrong is people insert personal taste to everything and it shouldn't be about what you like.

The boring UI Apple uses has been around since the 1st portable devices. Same static icons. They simply look prettier thanks to newer hardware capabilities. MS took a huge leap and the new UI is more informative which is a huge plus for businesses. But RT is not abusiness device. Where MS keeps messing up is they keep trying to market to folks that isnt even their major market. MS thinks they need to market to consumers and they dont. Windows was meant for business and that is where MS makes it money and that is where they should focus.

What they should have done was make he Surface Pro first. Show the new Windows 8 for business. All the capabilities of Windows as we have always know it, with a new skin to give access to more simpler apps to get what you need done. Use that first year to drive it home and show how the device works great with a Windows Phone device.

Once they got people hooked, then appeal to consumer and say look. We now have the Surface RT which is a liter versions that is specific for media consumption. Where we have all the capabilities of an iPad, but a huge plus in we have expandable storage, USB for using your present mouse/keyboard. And a simpler desktop where we have included Office for that occasion letter or resume you may type for those who dont want a full PC but have Office for just in case.

What MS has been always gulity of is having great ideas, great products but very poor execution. It happened with Windows XP Tablet Edition, it happen with Zune, It happen with that other phone I forgot what it was called. I mean, they need to focus on where 65% of their money comes from. Microsoft is business...let Apple and Google have the consumers.

A better investment of time and money would be to actually sell the Surface outside of USA ...

Right it's going the same route as the Zune. Nice device but not sold outside USA.

LaP said,

Not where i live.

I was just correcting your statement which was wrong. If you would have said "They don't sell them them in Brazil" or wherever you live then your statement would have been correct

LaP said,

Right it's going the same route as the Zune. Nice device but not sold outside USA.

No it's not. One very huge difference between Zune and Surface, the latter has the full support of the business behind it. Zune had no such thing. I'd be surprised if the second-Gen devices don't have a wider release.

It is sold in a number of countries outside of the US. We've had it in Australia since late last year, and it's available with the discount too.

Rudy said,
They sell them in Canada

Who cares?, its the Zune all over again. Microsoft is jealous of an apple product, release an inferior product to compete, with a huge price and no apps, limits its sale by country, and wonders why "Fortress Microsoft/Fortress America" fails again.

Do the sell Surface RT in brown?

dvb2000 said,

Who cares?, its the Zune all over again.

Mate, cut down on the hyperbole. It is not the Zune all over again, because the Zune was only available in the US (With the exception of Canada towards the end of its life), whereas this is clearly available in other countries, and has been since launch.

The rest of your rant was just stupid.

LaP said,
A better investment of time and money would be to actually sell the Surface outside of USA ...

Right it's going the same route as the Zune. Nice device but not sold outside USA.

Australia has them.

Rajesh Neosphere Iyer said,
Microsoft, I love you and all but what are you going to with the over 5 million orphan Surface RT's ?

That reported 4-5 million figure has reportedly been cut to 2 million and they sold 900k by March.

Rajesh Neosphere Iyer said,
Microsoft, I love you and all but what are you going to with the over 5 million orphan Surface RT's ?

Typical marketing, drop the price, get rid of old stock, then dump the product totally.

Too bad if they suck you into buying a dud product along the way. Chalk it up to the good old "early adopter" cost.