Microsoft's commercial onslaught against iPad continues in new advertisement

Microsoft has been releasing a series of commercials that show how the iPad falls behind its Windows 8 counterparts, and the company's latest commercial highlights how the Surface RT is a better device than the iPad by focusing on several key features of the RT.

The commercial focuses on the Microsoft tablet's kickstand, USB port and touch covers; the commercial shows that the iPad does not have any of these features and falls short in competing with the Surface.

Microsoft is not shy that it is fighting to take back the market with these commercials. The iPad is clearly the market leader, and Microsoft is emphasizing that Windows 8 devices have more features and cost less than the iPad.

For Microsoft, its new fiscal year (which kicked off July 1) will be a crucial time to see if the company can grow its share in mobile markets that include Windows Phone and the Surface. Microsoft has been slow to the market with its tablet and smartphone offerings but has been picking up steam in the last few months.

It will be interesting to see how the company's impending reorganization plays into the promotion of these goods, as you can expect quite a few Microsoft’s employee bonuses will be based around the success of these devices in the mobile marketplace.

Source: YouTube via Tom Warren (Twitter)

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Got to say - I love these commercials LOL "Do you think I'm still pretty"...hahaha.

I love Windows 8 RT - but IMO, apps and that whole ecosystem is where the "thing" is right now - iPad/iPhone can be 2nd class in features to others but until something takes over the whole idea of apps - they will be tough to beat.

Well, the comparison doesn't work if the competitor is the Asus Eee Pad Transformer.
Microsoft assume they'll manage one day to steal the market for the ipad, and persist to ignore the android market. I think it's a mistake.

maybe because android tablets are just utter crap and really don't have too many apps built for the tablet in the store. where the ipad is fully established and has the apps to back it up.

korupt_one said,
maybe because android tablets are just utter crap and really don't have too many apps built for the tablet in the store. where the ipad is fully established and has the apps to back it up.

ridiculous claim, they have more apps than that win rt things, and some standard apps that you can find in both ios/android platform.

The main problem with the Surface RT is the screen resolution ... after using it for just a short time, it really becomes annoying if you're used to higher-res tablet screens. That, and the apps just aren't there yet when compared to Google Play Store and Apple App Store. Perhaps with the next generation Microsoft will actually have a competitor to the iPad and newer Android tablets, but not yet.

If the Surface 2 has a decent resolution and resolution scaling in Windows RT, then maybe it will become an option but with its current mediocre resolution, it is not an option. And I may be buying another tablet in 6 month (when I can justify the purchase). My current one (Transformer Infinity) sucks.

tried the RT and Pro version and i couldnt get used to it. iPad user from iPad1 and im always keen to try new tech but this wasnt working for me. i liked the RT more then the PRO.

At least the iPad and its OS is clear in its market.
Surface with Windows-8 is conflicted--is it an iPad substitute (no), is it a tablet (yes), is it a laptop substitute (no), is it a desktop substitute (no). Regrettably, its OS is suitable for its single "yes."

TsarNikky said,
At least the iPad and its OS is clear in its market.
Surface with Windows-8 is conflicted--is it an iPad substitute (no), is it a tablet (yes), is it a laptop substitute (no), is it a desktop substitute (no). Regrettably, its OS is suitable for its single "yes."

How is it not an iPad replacement? And I no longer need a laptop now that I have my surface (I only used it for web browsing, word, excel, and onenote anyway, so yes, it's a laptop substitute)

What are you going on about then?

TsarNikky said,
Surface with Windows-8 is conflicted--is it an iPad substitute (no), is it a tablet (yes), Regrettably, its OS is suitable for its single "yes."

You couldn't be more wrong. My Surface RT (which I'm typing on now) easily replaced my iPad and added functionality that the iPad could never have.

Sure it's better for people that care about a USB port, kickstand or touch cover (even though there are plenty of add-ons for the iPad to add that).

But for somebody who cares about specs and app selection, the iPad easily prevails.

If they really want to give Apple a beatdown, they should either lower the price of the Pro, or give the RT better specs. There aren't a lot of reasons to buy an RT over a Nexus or iPad (imo, of course).

Astra.Xtreme said,
Sure it's better for people that care about a USB port, kickstand or touch cover (even though there are plenty of add-ons for the iPad to add that).

But for somebody who cares about specs and app selection, the iPad easily prevails.

If they really want to give Apple a beatdown, they should either lower the price of the Pro, or give the RT better specs. There aren't a lot of reasons to buy an RT over a Nexus or iPad (imo, of course).

I agree that they need to update the devices with newer specs which will happen, just don't know when. As for the price, I think overall that once they do start offering 2nd gen models with updated hardware specs that they won't have to lower it as it'll work out and look like a better deal.

A haswell powered Surface Pro 2 with 128GB or 256GB and so on for $899 and $999 with 8 to 9hrs of battery life should look like a deal.

GP007 said,

I agree that they need to update the devices with newer specs which will happen, just don't know when. As for the price, I think overall that once they do start offering 2nd gen models with updated hardware specs that they won't have to lower it as it'll work out and look like a better deal.

A haswell powered Surface Pro 2 with 128GB or 256GB and so on for $899 and $999 with 8 to 9hrs of battery life should look like a deal.

If those specs turn out to be true, I'll be a day 1 buyer.

Astra.Xtreme said,
Sure it's better for people that care about a USB port, kickstand or touch cover (even though there are plenty of add-ons for the iPad to add that).

But for somebody who cares about specs and app selection, the iPad easily prevails.

If they really want to give Apple a beatdown, they should either lower the price of the Pro, or give the RT better specs. There aren't a lot of reasons to buy an RT over a Nexus or iPad (imo, of course).

Agreed. I imagine v2 of Surface's will be spec killers. The price isn't moving, they've stated this is not a market they are entering to lose money. They have margin built into the pricing as it should be... if they lose money on these devices they'll have no incentive to invest more in R&D/Engineering version to version.

Astra.Xtreme said,
If they really want to give Apple a beatdown, they should either lower the price of the Pro, or give the RT better specs.

Microsoft also needs to develop its distribution channels and make a better effort to have a more unified worldwide product launch. Apparently (according to Wikipedia), the Surface lineup was announced June 2012 but the Pro model wasn't released in the UK until May 2013. That's pathetic.

Also, a 512GB version of the Pro would be nice, as well as some Surface "minis".

Astra.Xtreme said,
Sure it's better for people that care about a USB port, kickstand or touch cover (even though there are plenty of add-ons for the iPad to add that).

But for somebody who cares about specs and app selection, the iPad easily prevails.

If they really want to give Apple a beatdown, they should either lower the price of the Pro, or give the RT better specs. There aren't a lot of reasons to buy an RT over a Nexus or iPad (imo, of course).

Oh here we go again with your fancy shmancy Apple loving talk! Microsoft is going to send Apple back to 1997 with Windows 8, Windows Phone 8, and the Surface!

Kalint said,

Oh here we go again with your fancy shmancy Apple loving talk! Microsoft is going to send Apple back to 1997 with Windows 8, Windows Phone 8, and the Surface!

Haha, so Microsoft is going to give Apple another $150M? Neat!

Astra.Xtreme said,

Haha, so Microsoft is going to give Apple another $150M? Neat!

No... Steve is going to work Apple like he is Pootie Tang.

WA-DA-TAH!

yes these devices will come in fiscal year 2014 which started on July 1st. I would expect the pro to be running haswell and the rt to be running the new QUALCOMM stuff.

The commercial focuses on the Microsoft tablet's kickstand, USB port and touch covers; the commercial shows that the iPad does not have any of these features and falls short in competing with the Surface.

Kickstand...eh, if you really need one, you can always get them for any device. I wish more had USB ports and if I do buy another tablet, I will most likely get an Rt/PRO device. I use my phone for most things tho and barely use the tablet have now.

techbeck said,
Kickstand...eh, if you really need one, you can always get them for any device.
While I agree. Having it integrated is seriously nice. I can't tell you how much I use it and I don't have to buy a special cover or other accessories to use it... and I don't have to lug those around. The Keyboard isn't included so I don't know how honest that part of the commercial. I've found myself just leaving the keyboard at home a lot these days but it is really nice to have it be a native part of the device.

MrHumpty said,
While I agree. Having it integrated is seriously nice. I can't tell you how much I use it

See, I never use something like that unless I have a KB attached. But each person is different in their uses/preferences.

MrHumpty said,
While I agree. Having it integrated is seriously nice. I can't tell you how much I use it and I don't have to buy a special cover or other accessories to use it... and I don't have to lug those around. The Keyboard isn't included so I don't know how honest that part of the commercial. I've found myself just leaving the keyboard at home a lot these days but it is really nice to have it be a native part of the device.
The keyboard is free now, how is that dishonest?

techbeck said,
See, I never use something like that unless I have a KB attached. But each person is different in their uses/preferences.
I use it for all content consumption when I'm not on the move. Playing music, video, surfing the net. Put it on the coffee table, table, bar, surf about. Or if I'm just playing music I'll put it on the counter.

If it wasn't integrated I wouldn't use it that much I must admit. It's the fact that it's always there that wherever I see other tablet users having it laying on the couch/table I'd have mine on a stand.

MrHumpty said,
I use it for all content consumption when I'm not on the move. Playing music, video, surfing the net. Put it on the coffee table, table, bar, surf about. Or if I'm just playing music I'll put it on the counter.

Isnt that what random desktop clutter is for? To prop up your tablet?

Like I said before, i dont use my tablet much but if I did...I may find the benefit of the kickstand for my use.

techbeck said,

Isnt that what random desktop clutter is for? To prop up your tablet?

Like I said before, i dont use my tablet much but if I did...I may find the benefit of the kickstand for my use.

If you saw my desk you'd know clutter was an option

These commercials are great. Now MS needs to just pay to have some popular first party apps moved over and a few more games... though that argument is losing steam every day.

If you have to bribe developers into creating apps for your platform you know something isn't going right. Apple should make a nice little ad about that and how virtually no, if any, other manufacturers have plans to introduce a second wave of Windows RT devices (source: Neowin's front page).

.Neo said,
and how virtually no, if any, other manufacturers have plans to introduce a second wave of Windows RT devices (source: Neowin's front page).

That would be a sore subject, because other manufactures do have plans to introduce Windows 8 devices (including tablets)... which are way more useful anyway...