New Surface 2 videos from Microsoft continue their anti-iPad campaign

On Monday, Nokia posted a new video that made some gentle pokes against Apple's iPad when compared to the Lumia 2520. Today, Microsoft gets back continued its own campaign against the iOS tablet with some new videos that show how the Surface 2 is better than the iPad.

One of the videos, as shown on the Surface blog, demonstrates how the Surface 2, combined with Microsoft's new Food and Drink app, helps people who want to learn to cook in the kitchen. The app has been designed to work with a camera so that it can be interacted with hand gestures so people don't have to touch the Surface 2's display when they are also cooking at the same time. The video shows that the iPad app doesn't have that capability and that its voice support won't work in a loud kitchen.

Microsoft's other video shows that the Surface 2 lets users create different account so that parents can set up the tablet for their kids. Each person can have his or her own account so they can see a different Start screen. Parents can also monitor their kids' activities on the Surface 2; the iPad has none of these kinds of features.

Other videos show how the Surface 2 has a USB port, versus none on the iPad and how using the original Surface with its included Office 2013 RT is a better work experience than the Samsung Galaxy Tab 10.1.

Source: Microsoft

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Don't have either, don't want either. Disposable lighters, disposable razors, disposable diapers, disposable phones, and now all these maniacal mechanical electrical mutants to go into the landfill. Enough is enough already...

I'm no lover of Apple but frankly there's no contest. Comparing the iPad to a surface (or any Metro UI OS for that matter) is like comparing a marble fa├žade to one made of poop.

iv'e currently got a surface pro 2 and an iPad... if i had to choose between the two, i'd take the iPad any day of the week!

"Negative ads" are ones that make your competitors' products look bad without showing how your product is better. These are ads are clearly not "negative ads". They showed exactly how the Surface is better.

What's wrong with pointing out that your product has a feature that the competitor's product doesn't? Instead of forcing would-be buyers to find out for themselves that the iPad is lacking features, do them a favor and tell them outright.

Is it somehow more honorable to put out lame-ass commercials like this one http://bit.ly/15cEVla that unabashedly tries to tug on heartstrings without saying anything specific about the product at all?

Nice and informative. I think a lot of people don't like these because they hurt (as the truth often does). But get used to it. Now that windows 8 runs on just about any tablet format, the full power of the windows ecosystem, that is its unmatched USB device and multi-user support will be common place in addition to the vast x86 ecosystem.

Kind of ads MS should be doing with Android/Google as well. Compare features, and explain why your product is better and show what it can do. THAT is marketing. Leave this misleading crap in the trash where it belongs.

Putting aside that the adverts are dull and the backing track annoying, the multiple account feature needs to stressed more (and should have been one of the first selling points).

Simple advert, Dad gives his non windows tablet to one of his kids to play with, Dad gets it back with all the icons missing. Cut to the Surface and Dad logging the kid into the device and getting it back as he got it and then looking at a report of what the kid's played with. Similar thing with kids corner on the Windows Phone.

With Christmas approaching, Microsoft could and should really go to town on the family features of their devices.

Yeah, I totally agree. For me, multiple accounts is huge.

It's even useful for 2 accounts for myself -- I use my Surface for both work and play; when I'm using it for work, I don't want my personal Favorites, games, and goofy apps to show up. When I'm using for play, I don't want shortcuts to work sites, demonstrations and PowerPoint presentations everywhere.

If your tablet needs a keyboard so you can get 'work done' is it really a tablet? I say no. Real post PC tablets don't need keyboards. The tablets in Star Trek don't have keyboards! If Microsoft says you need a keyboard and you jump on board with their 'tablet' products then you have been tricked and fooled. Click in and enjoy your experience!

Edited by derekaw, Nov 27 2013, 9:48am :

derekaw said,
If your tablet needs a keyboard so you can get 'work done' is it really a tablet? I say no. Real post PC tablets don't need keyboards. The tablets in Star Trek don't have keyboards! If Microsoft says you need a keyboard and you jump on board with their 'tablet' products then you have been tricked and fooled. Click in and enjoy your experience!

You can buy keyboards for your iPad, so its not a tablet, this is such a crazy post its unbelievable!!

Surface does not need a keyboard, you can buy one though and it works really well. Seeing as surface tablets come with office, enabling it to be used for actual work functions then a keyboard may help you do things faster (exactly the same as if you had an iPad and office on it, and wanted to do some serious word doc editing or excel sheet bashing, you would be greatly helped out by using a physical keyboard!)

What is wrong with some peoples minds that they have to twist logic to suit their original agenda/opinion!

Both tabelts (surface and iPad) DO NOT NEED KEYBOADRDS, both benefit from a keyboard when you are doing a lot of typing or key intensive tasks, surface has a keyboard/cover made for it that works really really well and feels wonderful, iPad has keyboards made by 3rd parties that are fine. Both do not need it, its a choice. MS push this aspect in advertising because its such a better keyboard/cover that the iPads options. This is very simple stuff and I cant believe I have to explain it to someone with the ability to use a computer (I.e. not a child aged 5)

Edited by duddit2, Nov 27 2013, 9:27am :

derekaw said,
If your tablet needs a keyboard so you can get 'work done' is it really a tablet? I say no. Real post PC tablets don't need keyboards. The tablets in Star Trek don't have keyboards! If Microsoft says you need a keyboard and you jump on board with their 'tablet' products then you have been tricked and fooled. Click in and enjoy your experience!

Surface works just fine without a physical keyboard. The touch keyboards are as good as or better than any other tablet. However, I challenge anyone to type at 60 words per minute using an onscreen keyboard, much less 100-120 words per minute.

In the same manner, I challenge anyone to do bookkeeping (or a serious spreadsheet) without a physical number pad, or do real design software like Photoshop, Illustrator, or AutoCAD without a physical mouse.

I guess you could rephrase my challenge as, you can't get "real" work done (serious content creation) on a just a touch interface.

derekaw said,
If your tablet needs a keyboard so you can get 'work done' is it really a tablet? I say no. Real post PC tablets don't need keyboards. The tablets in Star Trek don't have keyboards! If Microsoft says you need a keyboard and you jump on board with their 'tablet' products then you have been tricked and fooled. Click in and enjoy your experience!

and yet the most popular ipad accessory: keyboard. what does that say about your "post pc" world... ;p

derekaw said,
The tablets in Star Trek don't have keyboards!

The holo-deck in star trek is pretty awesome too. As are the replicators, oh and don't get me started on the Tri-corders.

But, just like the tablets in star trek, they are not real.

@neonspark, 'the most popular iPad accessory' is a keyboard? Really? I did not read about those stats. Where did you see that? Apple does not promote any iPad keyboards in their adverts and no longer even makes an iPad keyboard, thats really my point. No one says an iPad is near useless without a keyboard. Unlike the reviews about Windows tablets and Surface....The new NOKIA RT tablets were sent to reviewers and most had a hard time reviewing them because there is no keyboard available. 'Click in'

The iPad is 'post pc' because it does not run a PC operating system. Windows tablets are just a new form factor of the same OLD PC running the same old software.

I'll put myself in the shoes of a normal consumer for a very brief second.......I still see no reason to switch from my Nexus or iPad.

Cleaned. If a post violates our community rules in some fashion, please report it. It does not serve mature discussion when every other post in an article is one person accusing another of trolling.

iPad mini is really nice for things like web browsing and Netflix. It's an order of magnitude thinner and lighter than Surface. It's horrible for any type of content creation other than writing an email.

Now, not that I agree with wingliston, but there are a number of women who have told me they love their iPad mini because they can fit it into their purse

Personally, I see the Surface catching a lot of attention from females especially, simply for the basis that many often carry around a purse big enough to hold a Surface, which can easily be a laptop replacement. I carry mine in my binder though.

Adam1V said,
Just comes across desperate IMO

I think its needed, the majority of none techy people I know will respond to this simply as they feel (without anything to back it up with or knowing why they feel it) that the iPad is the best at everything. They even call it 'the best' without knowing why or realising that 'the best' is such a stupid terminology for a multifunctional device and the best for one is not the best for another.

This highlights to these people that the iPad that they would simply go and buy with no conscious decision process or looking at other devices might not actually be the best for them, as they did think.

The iPad phenomenon is unique (other than iPhone and ipod) in computing as they have managed to get into peoples heads that a tablet is an iPad, like hoover did with vacuum cleaners and tannoy did with PA systems, it requires a different approach to advertising as your not just trying to make your product look good, you have to try to chip away at the product that is perched at the top surrounded by impenetrable public opinion, you have to try to get into these peoples head that the iPad might not after all be the one device to rule them all and just because their mates have one doesn't mean they have to have one (yes we enter the realms of fashion as well with the iPad).

Why is that anti-ipad, all they did was show some surface 2 features and mention that you can't do it on the ipad. It's no anti-ipad, it's pro-surface.

John, you seem to be on more of an anti-Microsoft campaign than Microsoft is on an anti-ipad campaign.

A lot of people are deterred by this, but I don't see why. It's marketing. MS believes that their product is better than another company's products in certain areas, so they make videos to show that their product is better. But apparently this is mudslinging? Wasn't apple's PC vs Mac campaign was also mudslinging? except it was candy coated and clever.

I think the main thing you can fault MS for doing in these videos is not making them funny or clever.

Also, let's not bring in the scroogled campaign. This is a different campaign. I have different opinions about that, but this isn't the appropriate article to proclaim those opinions.

These anti iPad campaigns are negative,The Anti Google Scroogled campaigns are negative. Negative is not a good look. Its getting tired. Don't MS have something good and positive to say about their flagship products? If MS really had a good story about their Windows tablets then I expect the advertising would be very different. Going after the competition like this is not the strategy of a confident winner.

Edited by derekaw, Nov 27 2013, 9:44am :

I agree with you on this, iPad is the defacto in peoples minds for a tablet, to the point where they will not consider anything else unless they want a lower priced model, in which case they go with an android device.

This isn't negative, its clearly showing people that the automatic decision to buy an iPad might be the wrong one, by showcasing some usage scenarios where it is beaten by competition. Seriously I know plenty of people that just want an iPad 'because its an iPad' the only way to market to these people is to show them how its not the master of all

kidjenius said,
A lot of people are deterred by this, but I don't see why. It's marketing. MS believes that their product is better than another company's products in certain areas, so they make videos to show that their product is better. But apparently this is mudslinging? Wasn't apple's PC vs Mac campaign was also mudslinging? except it was candy coated and clever.

I think the main thing you can fault MS for doing in these videos is not making them funny or clever.

Also, let's not bring in the scroogled campaign. This is a different campaign. I have different opinions about that, but this isn't the appropriate article to proclaim those opinions.

And yet, the negative Apple ad campaigns were highly effective, as are negative political advertisements.

I personally dislike negative advertisements (although some might argue that they are not very negative), and I would like to think that they don't sway me, but the proof is clearly in the results -- dollar for dollar, sharp negative ads that contrast are more productive than positive ones that instruct or entertain.

Talys said,
And yet, the negative Apple ad campaigns were highly effective, as are negative political advertisements.

I personally dislike negative advertisements (although some might argue that they are not very negative), and I would like to think that they don't sway me, but the proof is clearly in the results -- dollar for dollar, sharp negative ads that contrast are more productive than positive ones that instruct or entertain.

Hey, people like to think a certain way here, without looking at numbers, so if they feel negative advertising is bad then who are you with your facts and all to say differently hey? Mr fancy pants factoid dude!

duddit2 said,

Hey, people like to think a certain way here, without looking at numbers, so if they feel negative advertising is bad then who are you with your facts and all to say differently hey? Mr fancy pants factoid dude!

Touche!

derekaw said,
These anti iPad campaigns are negative,The Anti Google Scroogled campaigns are negative. Negative is not a good look. Its getting tired. Don't MS have something good and positive to say about their flagship products? If MS really had a good story about their Windows tablets then I expect the advertising would be very different. Going after the competition like this is not the strategy of a confident winner.

It's called a "comparison ad". You compare you product to the competition. If not this, then how does MS compare their product, side by side, to others without being "negative"?

kidjenius said,
A lot of people are deterred by this, but I don't see why. It's marketing. MS believes that their product is better than another company's products in certain areas, so they make videos to show that their product is better. But apparently this is mudslinging? Wasn't apple's PC vs Mac campaign was also mudslinging? except it was candy coated and clever.

I think the main thing you can fault MS for doing in these videos is not making them funny or clever.

Also, let's not bring in the scroogled campaign. This is a different campaign. I have different opinions about that, but this isn't the appropriate article to proclaim those opinions.

Apple is the king of FUD, but never mind that. Give Apple a break, remember?

derekaw said,
These anti iPad campaigns are negative,The Anti Google Scroogled campaigns are negative. Negative is not a good look. Its getting tired. Don't MS have something good and positive to say about their flagship products? If MS really had a good story about their Windows tablets then I expect the advertising would be very different. Going after the competition like this is not the strategy of a confident winner.

I have no idea how you think this is a negative when its just stating fact, not fud.

There is nothing negative abut these commercials

derekaw said,
These anti iPad campaigns are negative,The Anti Google Scroogled campaigns are negative. Negative is not a good look. Its getting tired. Don't MS have something good and positive to say about their flagship products? If MS really had a good story about their Windows tablets then I expect the advertising would be very different. Going after the competition like this is not the strategy of a confident winner.

how is this campaign negative? they are saying "we have a USB port, they don't". This is not negative. this is a fact. Car makers do the same. Apple does the same. Google does the same. is it negative because you can't deal with it or because it is MSFT? maybe it is time to move on...

Talys said,
And yet, the negative Apple ad campaigns were highly effective, as are negative political advertisements.
They were bad just as these ads are bad. The reason they did somewhat good is because they came in at a time where people were frustrated with MS (Vista), otherwise they would have failed

@hagjohn Why do a comparison at all? If your product can stand on its own two feet and you have confidence in it then you would just show off how good it is. If Surface and Windows tablets were flying off the shelves instead of iPad then you can guarantee that desperate comparison adverts like this would not exist.

derekaw said,
@hagjohn Why do a comparison at all?

Maybe, like a lot in this this site, pan the Surface without even a first look. RT is awesome. It does everything, every other tablet can do, plus I have MS office, which means that I can work on it as well as play. No other tablet can claim that but people here, just seem to think it sucks without even giving it a try. That's why MS is doing comparison ads. They are tying to show how much better the Surface 2 is it's competition.