New Microsoft commercial pokes fun at Apple's lack of Blu-ray

A new Microsoft advertisement pokes fun at Apple's lack of support for Blu-ray on their Mac laptops. The commercial makes fun of the lack of support for Blu-ray in Mac OS X, even with the latest update to v10.6.5.

The minute long commercial features a Windows laptop with Blu-ray support, sitting next to a Mac laptop on an airplane. The animated cardboard cut-out ad shows Windows 7 based laptops have built-in Blu-ray support, while the Mac laptop watches Avatar (on the PC) during a long flight.

The commercial follows a long line of "I'm a PC" commercials, that help promote all of Windows 7 features, with the catch phrase, "Windows 7 was my idea." It seems Microsoft is finally fighting back after Mac bashed Windows in their "I'm a Mac, I'm a PC" campaign, which spotlighted the operating systems faults.

You should take note that Avatar is not available in HD on the iTunes movie store.

The 1:12 commercial ends with "No Macs were used in the making of this video," another stab at Apple.

Spotted via Winrumors.com

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78 Comments

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onebadolepuddycat said,
Why is Blue Ray not shipping on everything by now (Apple Pc's, Xbox 360's, Nintendo Wii's)...its 2010 already? Dvds still...duh?

Digital distribution and fact the penetration number of blu-ray devices/drives etc aren't that high.

onebadolepuddycat said,
Why is Blue Ray not shipping on everything by now (Apple Pc's, Xbox 360's, Nintendo Wii's)...

In terms of game consoles, it would only serve to fragment the customer base. Imagine being forced to go out and buy a new blu-ray enabled game console just to play EA (current year)(sports title).

Use your noodle.
When the time comes for a new generation of consoles, formats will be decided then.

Maybe i'm doing something wrong but last time i checked i actually had to buy Power DVD to read Blu-ray under Windows 7 ...

LaP said,
Maybe i'm doing something wrong but last time i checked i actually had to buy Power DVD to read Blu-ray under Windows 7 ...

If you buy a laptop with a blu-ray drive in it, it'll come with blu-ray playback software.

If you buy laptops and immediately format them to stock Windows, that's another story. But the ad was about the out-of-the-box experience.

Riva said,
Anyone noticed at the begining of the movie that the PC is already "awake" while the Mac is waking up?
Yea. I hope they weren't insinuating anything there since my MacBook Pro is already awake before I'm finished opening the lid, and the new MacBook Airs are even faster (and have a 30 day standby time in sleep mode).

Reason why the blue-ray/hd wars ended was because Toshiba who lead the HD-DVD format made a statement: we don't care if blue-ray is more popular. But I have to admit blue-ray isn't picking up that fast: the players are expensive compared to dvds and media is sky-high compared to the dvd. Not to mention that most peoples nice looking flat screen TV won't actually handle the format that well.

Of course... you had to bring these pesky things called discs with you. Me... well I just downloaded 10 different movies from iTunes to watch, and no discs!

Blu-Ray works great for my 50" TV. On my laptop that's 1440x900, 1080p is wasted; 720p video is great and much less processor intensive.

To each his own though.

owensd said,
Of course... you had to bring these pesky things called discs with you. Me... well I just downloaded 10 different movies from iTunes to watch, and no discs!

Blu-Ray works great for my 50" TV. On my laptop that's 1440x900, 1080p is wasted; 720p video is great and much less processor intensive.

To each his own though.

One word: Zune.

Educated Idiot said,
Dumbest **** I've ever seen. Microsoft is totally clueless. (Not that the Apple ones were much better.)

Not really, but you can feel that way if you want.

Though people will roll their eyes and shrug off blu-ray based on resolution alone (which is hilarious now that Apple fanboys have decided retina-display PPI levels are spoogeworthy, but apparently 1080p on a 13-15" screen is overkill--yay logic), the simple, clear reality is that there's demand for Blu-Ray support in the Mac community, and it's littered all over Apple's own forums.

In fact, demand is so high, and the denial of this demand is so apparent, that you can, at any time, go into Apple's forums and see discussions about how they don't need blu-ray playback because they can just rip the BD-ROM, tinker with a 3rd-party app, do a little work, and make the ripped media play back from their harddrive. Easy! Right?

So yeah. It's cooperative multitasking all over again. It was a total waste of time until Windows started doing it.

What's the everyone claiming the laptop couldn't play a video without dying? Seriously? Any GPU in the past two years can do the bluray decoding and use next to no CPU.
If your laptop can't last through a whole movie, it must have some beefy hardware and a sucky 3-cell battery.
I have a 3GHz core2duo on my laptop (with a blu-ray burner) and it can get through a bluray movie just fine.

also helps to have a player / driver that can load 25% of the movie into ram so the drive can spin down for 30 minutes at a time.

The huge irony here? Windows 7 doesn't support Blu-Ray natively EITHER. You have to buy a (very) expensive 3rd party licensed Blu-Ray player application in order to do ANYTHING useful with a Blu-Ray disc, even if you already have Blu-Ray hardware. Very misleading, Microsoft, very much so.

At least the drive is included at all which is their point. I got an HP dv7-1270us with BD-ROM/DVDMulti Recorder and Lightscribe. $1100 asking price from $1600 when Circuit City was on their last day. Glad I got it before someone else and it was brand new!

Blu-Ray software came with my HP desktop. It's up to the OEM to supply it I suppose. You are very right that if you just install Windows 7, you can't simply play a Blu-Ray though; which is REALLY stupid.

ursapolaris said,
The huge irony here? Windows 7 doesn't support Blu-Ray natively EITHER. You have to buy a (very) expensive 3rd party licensed Blu-Ray player application in order to do ANYTHING useful with a Blu-Ray disc, even if you already have Blu-Ray hardware. Very misleading, Microsoft, very much so.

unlike previous versions of windows, windows 7 actually comes with the necessary codecs and the GPU accelearation built in. and it does support reading data from a blu ray disc. So I'm *pretty* sure you just pop the thing in and use windows media player.

Julius Caro said,

unlike previous versions of windows, windows 7 actually comes with the necessary codecs and the GPU accelearation built in. and it does support reading data from a blu ray disc. So I'm *pretty* sure you just pop the thing in and use windows media player.

Julius Caro said,

unlike previous versions of windows, windows 7 actually comes with the necessary codecs and the GPU accelearation built in. and it does support reading data from a blu ray disc. So I'm *pretty* sure you just pop the thing in and use windows media player.

I definitely couldn't do that when I upgraded from vista. You need third party support. Sad, but true.

Elliott said,
They left out the part where the PC laptop died an hour into the flight.

Yeah - I know when I burn disk in flight, maybe....maybe 2.5 hours of use tops... Lol@ Toshiba.. Now my Mac Airbook (oh wait)

Elliott said,
They left out the part where the PC laptop died an hour into the flight.

An hour? At best. Maybe if it had a 9 cell battery. The 6 cell battery on my brand new Thinkpad lasts maybe 2 hours... 2.5 hours if all I am doing is document writing. The 6 cell battery on my year old MacBook Pro lasts a solid 5 hours on just about any task... 6+ if I'm just doing web browsing and document typing.

Elliott said,
They left out the part where the PC laptop died an hour into the flight.

+1
I'll just watch an HD download of Avatar instead.

Elliott said,
They left out the part where the PC laptop died an hour into the flight.

I watch movies / tv shows all the time on my laptop during flights. At most I can get through 4 episodes of top gear...thats 4 hours right there on a 9 cell 17in core 2 duo laptop. Windows 7 power saver mode of course.

1 hour? I can play a game for more than that on this laptop.

/- Razorfold said,

I watch movies / tv shows all the time on my laptop during flights. At most I can get through 4 episodes of top gear...thats 4 hours right there on a 9 cell 17in core 2 duo laptop. Windows 7 power saver mode of course.

1 hour? I can play a game for more than that on this laptop.

You must have an amazing laptop. Every PC laptop I've dealt with gets crap for battery life, and many of them were top notch otherwise.

Shadrack said,
An hour? At best. Maybe if it had a 9 cell battery. The 6 cell battery on my brand new Thinkpad lasts maybe 2 hours... 2.5 hours if all I am doing is document writing.

That seems to be a pretty common Lenovo thing unless you spend an arm and a leg on the T400 series. I've got a two year old Acer with the jumbo battery, and I'm still getting near 5 hours with light duties (web browing with flashblock, RDP, SSH, etc). The LED backlit screen, low power Core 2 P8400, DDR3 memory and ATI video chipset work wonders together.

Now this is AWESOME! Microsoft have ad making skills! I can't wait for this to show on UK TV! Much better than any of Apple's adverts.

Well it's fun... I wonder how many Laptops would actually last trough the whole film on blu-ray though, very few. Most laptops would barely make it tough avatar on DVD, a macbook pro would probably play trough it twice on DVD though.

I do not have a single Mac btw so no need to play the fanboy card

Leonick said,
Well it's fun... I wonder how many Laptops would actually last trough the whole film on blu-ray though, very few. Most laptops would barely make it tough avatar on DVD, a macbook pro would probably play trough it twice on DVD though.

I do not have a single Mac btw so no need to play the fanboy card

You do realize Macbooks use the same platform that most Windows machines use, right? Windows 7 easily bests Mac for battery life + performance.

Leonick said,
Well it's fun... I wonder how many Laptops would actually last trough the whole film on blu-ray though, very few. Most laptops would barely make it tough avatar on DVD, a macbook pro would probably play trough it twice on DVD though.

I do not have a single Mac btw so no need to play the fanboy card

It comes down to a couple of factors, how the BluRay content is cached by the OS and how much processing is handed over to the GPU. It is far more efficient for the GPU to natively decode the video format than to shove the decoding process through the CPU.

With regard to Windows7 vs OS X, these two factors give Win7 an advantage when conserving battery due to how video decoding is handed to the GPU and how the OS manages optical drive caching.

However, we may not ever have a real answer if Apple doesn't offer BluRay.

vaximily said,

You do realize Macbooks use the same platform that most Windows machines use, right? Windows 7 easily bests Mac for battery life + performance.


To bad you won't get a notification of some kind and ever read this

Oh really? Well it just happens to be a fact that OS X handles battery usage quite a lot better than windows and i have a great review backing that up...

"Apple claims 10 hours of battery life for the MBP13 when running OS X, and Anand hit pretty close to that mark when testing it out with his light web browsing test. Now, we've shown before that OS X is more optimized for mobile power consumption than all versions of Windows, so going into this test the expectations were a fair bit lower.

And for good reason; the MBP13 showed fairly similar battery life to some of the older Core 2-based systems. With it's 63.5 Wh lithium polymer battery, the MBP hits 5.5 hours on our ideal-case battery test, and exactly 5 hours on the web browsing test. While this is decent for the average Core 2 notebook, it's pretty woeful compared to the OS X battery life of the MBP."
source: http://www.anandtech.com/show/...pro-13-as-windows7-laptop/6

satanist said,
Contradiction in your actions, same old Microsoft.
http://gizmodo.com/5645716/microsoft-blu+ray-is-going-to-be-passed-by-as-a-format

How is anything related to the 360 a contradiction to the PC having a BD drive and Windows playing it out of the box? Why are you mixing two different prodcuts together? Digital distro is the future, look at how big netflix has gotten, and other services now like hulu etc. BD isn't going to last as long as DVD did or VHS before it, MS not adding a BD drive to the 360 has nothing to do with the ad.

Jolo said,
Very funny Microsoft... What about putting a BluRay drive in the Xbox 360?

The end.

And raise the cost of the 360 at retail? For what? MS didn't put the Zune marketplace on the 360 so it could turn around and give you the option to just use BD movies instead.

haha, like the any laptop would be able to play the whole of Avatar from Blu-ray without running out of battery power. In fact if Avatar was available from iTunes as a HD download I recon the Mac would last long enough.

LetsSurf said,
haha, like the any laptop would be able to play the whole of Avatar from Blu-ray without running out of battery power. In fact if Avatar was available from iTunes as a HD download I recon the Mac would last long enough.

Have you actually purchased a laptop in the last 3-5 years? Battery life is greatly improved, and most Windows Laptops easily outlast Macbooks these days.

LetsSurf said,
haha, like the any laptop would be able to play the whole of Avatar from Blu-ray without running out of battery power. In fact if Avatar was available from iTunes as a HD download I recon the Mac would last long enough.

My Hp has no problem playing full blu-movie incuding Avatar!

This posted from a Dell Streak I am going to finish wathing Avatar now.

LetsSurf said,
haha, like the any laptop would be able to play the whole of Avatar from Blu-ray without running out of battery power. In fact if Avatar was available from iTunes as a HD download I recon the Mac would last long enough.

I'd expect almost any laptop with a bluray player to be able to play at least 3 or 4 or more hours of a full charge.

Interesting, Apple was in the consortium of companies that promoted the Blu-ray format and donated the AVC codec, Microsoft opposed it at the time for the inferior HD-DVD. Apple has had the tech to include blu-ray for a long time waiting in the wings, but are shelving it to promote digital downloads vs. physical media. Perhaps this ad will help change their minds.
And it doesn't say "No Macs were used", it says "This was made on a PC." Big difference. (I bet the music was recorded on a Mac for example.)

heroinsmoker said,
Interesting, Apple was in the consortium of companies that promoted the Blu-ray format and donated the AVC codec, Microsoft opposed it at the time for the inferior HD-DVD. Apple has had the tech to include blu-ray for a long time waiting in the wings, but are shelving it to promote digital downloads vs. physical media. Perhaps this ad will help change their minds.
And it doesn't say "No Macs were used", it says "This was made on a PC." Big difference. (I bet the music was recorded on a Mac for example.)

Um look at 1.04...it clearly says "No macs were used in the making of this video"

heroinsmoker said,
And it doesn't say "No Macs were used", it says "This was made on a PC." Big difference. (I bet the music was recorded on a Mac for example.)
It says both. Look at 1:02... "This film is rated PC. No Macs were used in the making of this video." Then at 1:11 "This video was made on a PC."

heroinsmoker said,
Interesting, Apple was in the consortium of companies that promoted the Blu-ray format and donated the AVC codec, Microsoft opposed it at the time for the inferior HD-DVD. Apple has had the tech to include blu-ray for a long time waiting in the wings, but are shelving it to promote digital downloads vs. physical media. Perhaps this ad will help change their minds.
And it doesn't say "No Macs were used", it says "This was made on a PC." Big difference. (I bet the music was recorded on a Mac for example.)

and microsoft pretty much also donated the entire VC-1 code . your point being? pretty much every player for and against bluray had stakes in both

heroinsmoker said,
(I bet the music was recorded on a Mac for example.)

Why would this be an obvious expectation?

The audio capabilities between Windows Win7 and OS X are fairly massive, with Win7 having a large lead in terms of generational features and low level processing abilities.

For high quailty music production there are some major problems with OS X's Core Audio. The first one that comes to mind is the way different sample rates are corverted, creating a fairly high level of distortion. The reason it comes to mind is Vista had a minor level of distortion in the sample conversions with the new audio stack. It was a topic of discussion and important that the Win7 audio engineers address this issue. So Win7 has no sample rate conversion distortions, which applies to both internal audio conversions and hardware output rendering.

Watched it on another website pretty funny, second funniest thing i saw today next to the ps3 move commercial with the baby head guy.

Biglo said,
Watched it on another website pretty funny, second funniest thing i saw today next to the ps3 move commercial with the baby head guy.

whats that ps3 add???

yeah this one is pretty funny.

Leonick said,

Yea, to bad most of their users don't work as good together

These are probably the last comment made by an adults in this kind of trends because the rest are just kinder garden fights about PC and Mac.....I love the Ad even though I hated Avatar.