Microsoft has released another iPad vs Surface RT commercial

Another week and another iPad vs Windows tablet commercial has landed on YouTube. This time around, Microsoft is comparing the iPad to the Surface RT.

The commercial runs through the now familiar feature comparisons between the two devices including the kickstand, touch cover, inclusion of Microsoft Office, multitasking,  USB support and the commercial ends with a price comparison where the Surface RT undercuts the 16GB 4th generation iPad.

The commercial clocks in at 1m 21s long which may indicate that this one is likely not headed to the big screen as those spots are typically 30 or 90 seconds in length.

Microsoft has been pushing these anti-iPad commercials for a few months with the hope of showing that Microsoft’s tablet offerings are superior to those of Apple. While Microsoft may be putting on a good show, Apple’s iPad still continues to outsell Microsoft’s Surface devices every quarter since launch by a wide margin.

Seeing that Microsoft is willing to compare OEM devices to the iPad, we do wonder if they will ever branch out and do the same for Windows Phone. Even though the feature gap may not be as large as the tablet segment, Windows Phone does have a few competitive advantages over the Apple counterpart. Of course, Apple does not command such a lead in the smartphone segment like it does in the tablet world. In the smartphone market, Android is the top dog to beat at this time.

Source: YouTube

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This advert challenges you to think again and it works well.
My biggest beef with these adverts is that they don't tell the transitional story of the familiar desktop to the mobile experience. I want to see someone docked with excel getting up with their tablet and watch a movie (bad example).
The reason the start button had to return was that it was familiar. This needs to be advertised in that way.
It also could have done nicely with a triumphant colour change in the modern windows logo to symbolize fun and variety in a fun and flexible way. Surely that's what rt is for.

I think any comparisons between iPad and Surface are not valid. These are different devices aimed at different people.

Surface = People who mostly need to get work done but want a tablet form factor.
iPad = People who don't need a 'real' computer but want to check email, browse the web, use some apps and play some games without the hassle of Windows.

I think the iPad market is bigger and this accounts for poor Surface sales.

derekaw said,
I think any comparisons between iPad and Surface are not valid. These are different devices aimed at different people.

Surface = People who mostly need to get work done but want a tablet form factor.
iPad = People who don't need a 'real' computer but want to check email, browse the web, use some apps and play some games without the hassle of Windows.

I think the iPad market is bigger and this accounts for poor Surface sales.

The thing is, those who want a tablet for work would probably work better on a laptop/ultrabook

derekaw said,
I think any comparisons between iPad and Surface are not valid. These are different devices aimed at different people.

Surface = People who mostly need to get work done but want a tablet form factor.


Ironically, the 16GB iPad has more free space for data and apps than the 32GB Surface RT and the Surface RT can't be used on the lap with that kickstand and flimsy keyboard whereas an iPad with a keyboard case can.
People who want to connect their USB and have a full keyboard and do "real work" will simply buy a laptop, not a tablet with an identity crisis.

BurritoDave making comparisons of a 90's AOL website to Windows 8 UI? That's a troll comment if I ever saw one. Glad the world now knows you switched to Apple products going forward. The marketplace is less than a year old, tell me what marketplace was so wonderful when it was less than a year old? NONE - it takes time for apps to be developed and for people to adopt new technology. Hopefully you'll now take your useless comments to an Apple website. You can come back and post when Apple officially takes over Microsoft in the technology world!

Sorry to ruffle your feathers, netsfanboy421. You can take a deep breath... no troll intended.

I'm and IT pro that has been around a while, and have worked with just about every type of OS and version of OS since the 90's. ...Just making the observation that consumers usually vote with their wallet, and right now they are not lining up to purchase Windows 8. Even Microsoft's own sales numbers are somewhat 'squishy' because they don't put W8 sales in perspective with how many folks wound up downgrading to W7 after the fact. $900M write-off on Surface tablets isn't exactly a good thing no matter where your loyalties are at.

I work a lot with Windows Server, and it has some great stuff under the hood. I like what MS is doing with ReFS and some of the PowerShell related abilities. I was also one of the folks up at Redmond in 2004 helping provide feedback on what would become Network Access Protection in Windows.

No one company will ever 'dominate' the entire computer market. Macs have their share of annoyances, too. (Aside from the Apple Tax) I miss a couple of nice capabilities that W7 offers over Mac OS now and again. This is why I tend to run about 3 operating systems over the course of the week depending upon what it is that I want to get done.

I'll use an operating system that suits my needs, and for me W8 is much more aggro than W7, Mac, or Linux at the moment. If you take a step back, look at the past year of W8 sales, etc. I believe a reasonable person would have to say the Microsoft made some missteps in their judgement. They may still be able to make changes, but they have lost a lot of otherwise loyal customers directly related to W8.

metsfan421 said,
You can come back and post when Apple officially takes over Microsoft in the technology world!

So he can come back...now?...

*sniff* I was kicked out of Microsoft Land because I bought a Mac instead of a Surface. I'll go graffiti an Apple store with Penguins and Windows Logos if you just let me back.

lol

I have been a Microsoft person since the Windows 3.0 days. I even stuck with them through the Vista doldrums, too. Windows 8 has really turned me off to their products over the past year. The marketplace seems to agree that Windows 8 is pretty much a flop, and no matter how good the Surface hardware is, the OS and apps (or lack thereof) are lackluster compared to alternatives.

I purchased my first 15" MBP Retina last month and haven't looked back. Windows is now relegated to VM status when I need to run an application that is Windows only. Microsoft has successfully marginalized themselves in the desktop and tablet market, and they forgot to show up to the game in the mobile phone space.

Tile based UI didn't work when GeoWorks and AOL tried it in the 1990's, and they aren't any better today.

The problem with the kickstand and the keyboard is you can't use that in your lap. The Surface fails as a laptop replacement. Also since it has a crappy display and is the chunkiest tablet on the market it fails at being a decent tablet.

The only thing it has going for it is that it comes with the full version of Office....that isn't even optimized for touch, really. They ended up having to hack-in the "Desktop" mode just to get Office working because their "Metro Office" wasn't ready for the 2013 release.

Nevermind how much space the OS takes and the pathetic amount of space the user is left with...

MS, you need to sit down.

Honestly, aside from usability it comes down to what the people like to use, and for now it seems to be the iPad, be it the fanboys or older folks who find it easier, or the hipsters, it really is a nicer interface, and unfortunately i have converted over to the mac side, since Windows 8. the start button was a deal breaker for me. just my 2 cents

RakeYoung said,
Honestly, aside from usability it comes down to what the people like to use, and for now it seems to be the iPad, be it the fanboys or older folks who find it easier, or the hipsters, it really is a nicer interface, and unfortunately i have converted over to the mac side, since Windows 8. the start button was a deal breaker for me. just my 2 cents

I don't get it. The start button was a deal breaker so you moved to an OS that also doesn't have a start button?

Just out of curiosity what are you using in OS X to replace the functionality you missed in the from the start button?
I find that spotlight works well when I want to start programs via search but the dock is a pretty horrible app launcher and/or task switcher.

IgorP said,

I don't get it. The start button was a deal breaker so you moved to an OS that also doesn't have a start button?

Just out of curiosity what are you using in OS X to replace the functionality you missed in the from the start button?
I find that spotlight works well when I want to start programs via search but the dock is a pretty horrible app launcher and/or task switcher.

What makes the dock so horrible? It is basically the same as the Windows 7 task bar from what I can tell.

Um WHAT?!?! While the the Windows 7 taskbar does not have all of the bling, in terms of productivity it is superior to the OSX dock in a very simple and obvious way - the launcher is also the running application and stacks that way. The dock on mac has launchers and running apps separate. Furthermore, OSX is pretty ugly when considering the always present and for some weird reason detached menu bar at the top.

Shadrack said,

What makes the dock so horrible? It is basically the same as the Windows 7 task bar from what I can tell.

Maybe horrible was too strong, but I find it useless for the way I like to work. On Windows I don't let the taskbar combine buttons unless it is full. This gives me a very quick and efficient overview of the different programs and windows I have open, and I can switch between them with one click.

I only have about 3 things pinned to the taskbar, because I don't like the clutter.

These two things basically describe my problems with the dock. It's cluttered with icons and the task switching is difficult because it collapses minimized windows to icons which are difficult to identify.

IgorP said,

Maybe horrible was too strong, but I find it useless for the way I like to work. On Windows I don't let the taskbar combine buttons unless it is full. This gives me a very quick and efficient overview of the different programs and windows I have open, and I can switch between them with one click.

I only have about 3 things pinned to the taskbar, because I don't like the clutter.

These two things basically describe my problems with the dock. It's cluttered with icons and the task switching is difficult because it collapses minimized windows to icons which are difficult to identify.

You know you can remove items from the dock, right? I work with the Windows 7 task bar and the Mac OS X dock daily and find them both perfectly fine for my own productivity needs. The differences are pretty slight IMHO. I could see my grandma having a problem with the subtle differences but for folks on this site to take issue strikes me as odd.

If you just don't like Mac OS X, that's fine. Nobody is forcing you to. But when you call it out as horrible it makes me question if you really have used it or just tried it, found it was different (you know, like grandma), and dismissed it as being horrible.

Shadrack said,

You know you can remove items from the dock, right? I work with the Windows 7 task bar and the Mac OS X dock daily and find them both perfectly fine for my own productivity needs. The differences are pretty slight IMHO. I could see my grandma having a problem with the subtle differences but for folks on this site to take issue strikes me as odd.

If you just don't like Mac OS X, that's fine. Nobody is forcing you to. But when you call it out as horrible it makes me question if you really have used it or just tried it, found it was different (you know, like grandma), and dismissed it as being horrible.

Sure you can remove things, but that's not really the point. Once I've removed things, presumably to make things uncluttered as I mentioned earlier, what further use is the dock?

Really the dock is fine if all you want it to do is perform the same function as the quick launch bar in Windows. This is pretty limited though.

Anyway I'm not really looking for an OS X vs. Windows debate. I have nothing against OS X, I own a MacBook Pro on which I run both Windows and OS X depending on what I'm doing.

I'm really in need of a new doorstop, so hopefully these things fall more in price soon. My iPad is simply too small to fulfill the requirement.

I don't care for either but think it is kind of funny that MS has to do this in order to try and sell a product which seems to be better.

Orange Battery said,
I don't care for either but think it is kind of funny that MS has to do this in order to try and sell a product which seems to be better.

Why is it funny? They're trying to sell a new product in a pretty saturated market. The iPad is considered by many to be the gold standard tablet, doesn't it make sense to show people who've never seen their product how it compares?

I wish more ads were like this, instead of idiots dancing around or showing me how "magical" a product is.

wixostrix said,
Uhh... you must not remember the "I'm a Mac, I'm a PC" ads.

I hated those ads . IMO they didn't work for Apple and they aren't working for MS.

Shadrack said,

I hated those ads . IMO they didn't work for Apple and they aren't working for MS.

How is this ad the same as the "I'm a Mac, I'm a PC" ads?

The Mac ads didn't compare actual features of the devices, or even show any. The ads were basically about how cool Mac was and how lame PC was. Along with some spurious claims about Mac being for "play" while PC was for "work" and Mac not being susceptible to viruses.

This ad just shows the devices, and compares the features.

I really *loved* the commercials with Siri in them. "Let's just play chopsticks!" "Oh, that's not cool." Those were amusing. This one is pretty dull in comparison.

Skwerl said,
I really *loved* the commercials with Siri in them. "Let's just play chopsticks!" "Oh, that's not cool." Those were amusing. This one is pretty dull in comparison.

More amusing for sure, but I think this one may be more informative for those who are not already familiar with the strengths of Windows tablets. It's also a lot less trash-talky, which in in a way makes it seem more credible.

Different strokes for different folks. You can't make every ad follow the same theme or you will only appeal to a set of people. The apple switch ads where a great example, a few of them where pretty good, but you get 20 in a row and you start rolling your eyes and losing respect at how petty they are.

Silversee said,

More amusing for sure, but I think this one may be more informative for those who are not already familiar with the strengths of Windows tablets. It's also a lot less trash-talky, which in in a way makes it seem more credible.

in what way is it informative?
I see it as misleading.
1.- When they show the keyboard it looks like it comes with the tablet I would give credit to them for putting a disclaimer where it said that the " keyboard sold separately" in little words but in big word it said integrated stand & keyboard implying that the keyboard comes included. and you can use keyboard with an ipad you just need an adapter or use a Bluetooth keyboard.
2.- it says do multiple thing lol "two thing at once"
3.- when they show the full size usb now they use big font to show that you need an adapter for the ipad instead of using small font like when they said "keyboard sold separately"
4.- the price should show how much it would cost with the keyboard since they are showing it like it's integrated or comes with.

so I don't see where the informative part is?

Edited by Superboy, Aug 8 2013, 3:04am :

Superboy said,

...
2.- it says do multiple thing lol "two thing at once"
...

When 8.1 comes out, you can do more than two things. And what was so incredibly funny that it made you actually laugh out loud? Or is "lol" here just a form of punctuation?

Skwerl said,

When 8.1 comes out, you can do more than two things. And what was so incredibly funny that it made you actually laugh out loud? Or is "lol" here just a form of punctuation?

it was funny because they are making it look like you can do a lot of things at once when in reality is just 2 and on those 2 things you can't even resize it the way you want it maybe i want to have half and half.

Another funny thing is that windows phone and win8 fans are sounding more and more like linux fans, when windows phone 7 came out fans would say wait until the next update it's going to make windows phone the market leader, then the update came and then they said wait until 7.5 comes out now it'll really take the market by storm, then 7.5 came and they change their tune wait until 7.8 or 8 come out it will fix everything, then 7.8 and 8 came out now they are saying wait until 8.1 come out now it truly really seriously for sure it's going to take the market by storm and fix all the problems /s now that is funny.

You can do two things at once. That is not misleading. It does not say how but only shows you on the screen in the commercial.
The price is lower and they do show in print on the screen that it is a special sale an not perm price.

Still I do prefer the form factor of the ipad for reading. My kids prefer the ipad over other products for ease of use too.

YEA!!! for competition.

I agree. On smaller screens where you typically only do one thing at a time, I prefer the iPad's 4:3 aspect ratio over other product's 16:9. Watching movies is about the only area 16:9 is better.

I will say that the way Surface does multitasking makes the 16:9 screen a little more viable, but I guess that depends on how often you have split view running.

On a 20"+ screen 16:9 starts to make a lot more sense because people tend to keep multiple programs running side-by-side, or use programs with complex interfaces designed to use a large screen (Photoshop for example).

sphbecker said,
I agree. On smaller screens where you typically only do one thing at a time, I prefer the iPad's 4:3 aspect ratio over other product's 16:9. Watching movies is about the only area 16:9 is better.

I will say that the way Surface does multitasking makes the 16:9 screen a little more viable, but I guess that depends on how often you have split view running.

On a 20"+ screen 16:9 starts to make a lot more sense because people tend to keep multiple programs running side-by-side, or use programs with complex interfaces designed to use a large screen (Photoshop for example).

16:9 is also better for viewing wide angle photos as the sides wont get chopped off like a 4:3 aspect ration will do. And yea even tho the top and bottom may be cut off, its not likely with pics taken in landscape mode which is how I take pics anyways.

moloko said,
4x6, 5x7, 4x5 are most common photo sizes not 16x9.
We aren't talking common photo sizes. In fact the size of the photo doesnt even matter as photo printing isnt as common as email or texting a phone to the person you want or its just going ot be stored on a PC or tablet somewhere.

When was the last time you had photos printed? I mean really? For me the last time I had a photo printed at Walgreens was in 1992.

As a photographer, I do high end prints for clients all the time. Even straight out of camera rarely is there 16.9 file formats. Even not for printing, just web based sales, 8x10,5x7 are the most common formats. FYI people with family and kids do print out photos often.

moloko said,
As a photographer, I do high end prints for clients all the time. Even straight out of camera rarely is there 16.9 file formats. Even not for printing, just web based sales, 8x10,5x7 are the most common formats. FYI people with family and kids do print out photos often.
Great! that is a huge plus for you, I am also sure there are many like you. However, there are nearly 1B people with smartphones, how many of them do you think spend money to get actual prints done on scale? I would say that number is pretty low. Most store the shots on cloud storage on on their PC. If they want to share a pic with the grandparents they may get "a" print or two.

When I see ppl take snapshots, the vast majority face the phone landscaped. Which is great for getting beautiful views in the background or getting more people in the sot. If teh camera supports 16:9 its mean a much wider shot and when view on a larger screen like a PC or TV, it looks awesome. In fact it looks way more awesome when taken at a high resolution/16:9 on a TV that has 1929x1080 vs a piece of paper that is only a representation of what the camera is capable of.

I am not saying ppl dont print pics, not arguing the common sizes of prints; just saying less people are printing pics vs how many they take and wide angle shots loot better @ 16:9 than they do at 4:3. 16:9 is not just for movies anymore.

Glad they put that Surface is a bit heavier than the iPad (this is to show that it also has its setbacks... although insignificant)

Now, are they still including the touch keyboard and the Surface for 350$?

Jose_49 said,
Now, are they still including the touch keyboard and the Surface for 350$?

Not that I know of, went to our MS Store a few weeks ago to get a computer for a family member, specifically looked to see if they were offering the keyboard with the $350 surface. Kind of a bummer that they weren't, that pretty much makes the total savings closer to like $50.

Sure Microsoft acknowledged the difference in weight but it conveniently neglected to mention that the Surface RT's display has one third the resolution of the iPad (1,049,088 px vs. 3,145,768 px). And the ad highlights that the iPad doesn't include Microsoft Office when that's a product made by Microsoft, one which it refuses to release for iOS. It's far from a decent comparison.

It is an ad, not an objective comparison. They are going to taunt their product's selling points, and like it or not, Office is one of the big selling points of Surface. As long as they don't flat out lie or present information meant to mislead people, then I do not see a problem. Neglecting to point out areas where the competition has an advantage is not misleading, no company on earth does that in their ads.

Jose_49 said,
Glad they put that Surface is a bit heavier than the iPad (this is to show that it also has its setbacks... although insignificant)

Now, are they still including the touch keyboard and the Surface for 350$?

If the iPad was 10.6" in size, it would weight 1.5lbs too.
The Surface is more versatile, its bigger, higher resolution, better aspect ratio at 16:9 vs 4:4 and its made of nicer materials and its now even lesser in cost and offers so much more like USB, SDCARD, keyboard/mouse and Office.

TechieXP said,
If the iPad was 10.6" in size, it would weight 1.5lbs too.
The Surface is more versatile, its bigger, higher resolution, better aspect ratio at 16:9 vs 4:4 and its made of nicer materials and its now even lesser in cost and offers so much more like USB, SDCARD, keyboard/mouse and Office.

Agreed with everything, except:
- 4:3 is the iPad's aspect ratio.
- The iPad has higher res than the Surface.