New Surface Pro 4 ad pokes fun of the Mac because it doesn’t have a touchscreen

By , Sep 12, 2016

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Microsoft over the weekend fired another ad salvo at Apple’s tablet/computer strategy with a new (somewhat) amusing commercial. Simple titled “Get the Surface Pro,” the 30-second ad highlights Microsoft’s Surface Pro 4 hybrid device which includes a stylus and comes with a detachable keyboard and an Intel chip allowing it to be transformed into a computer that runs Windows, Office and other real desktop applications.

Using the same singer from the previous commercial, the new video informs us that “If you try to write on a plain old Mac, the difference can be seen. It doesn’t work.”

“With a pen that lets you write on the screen, a detachable keyboard, and tunes like this, Surface Pro 4 is the easy choice,” says Microsoft.

And here’s the new Surface ad.

Microsoft’s anti-Apple campaign for the Surface Pro includes other stingy commercials, one calling the MacBook Air “less useful, like a hat for your cat” and the others boasting about such Surface Pro 4 features as Intel Core processor, detachable keyboard with real keys and a trackpad, pen, touchscreen, full Office and external ports.

Microsoft Surface Pro 4 ad MAcBook Air like hat for cat 001

“Everything else is just late to the party,” argues Microsoft in another dig at Apple and its latest iPad Pro ads which attempt to position the device as a computer replacement.

What was your first impression after seeing this new Surface ad?

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  • Dany Quirion

    Isnt the surface a tabelet?

    • Yup.

      • Dany Quirion

        so why making phone of it? its competitor is the ipad not mac XD

      • Umut Topuz

        no its not due to its operating system. its much like a ultrabook with optinal keyboard. A bit weird but it is

    • George

      It’s a hybrid.

  • Srv Rungta

    so we’re comparing apples with oranges now! …hmm… great!! (NOT)

    • Julio Hernandez

      Well Surface Pro is better than iPad or MacBooks in my opinion

    • smtp25

      Well Apple is trying to say iPad pro is laptop replacement, so fair enuff that the pit the surface against the iPad. iPad is cool, I have 2 but they are no laptop or surface – different tool for different jobs.

  • paul_krupa

    If the only tool you have is a hammer, everything looks like a nail.
    You can’t run MacOS on a Windows machine so I’m not your likely convert back to Windows. Why would I want to use Windows?
    Not so many surfaces sold compared to iPads or MacBooks.
    Surface has some nice elements to it but at the end of the day it’s a Windows machine. I only use those when I have to.
    Oh, the ad was okay. Sort of like Trump without the vulgarity.

    • Umut Topuz

      I was using dual os. windows 10 and macos on my surface pro 3

      • paul_krupa

        I’ve seen where MacOS can run on other platforms but I can’t get a legal way to do that.
        Further, it’s a big ask to buy into what I consider a lot of Windows baggage (not being derogatory just stating that I don’t want to get too involved in another OS, especially all the registry stuff) in order to run my preferred platform.
        Further still, I am not a touch screen advocate for laptops and prefer the trackpad.
        So in my case I prefer running fusion when I need windows. And Fusion allows me to manage my VM’s on my home server without having to run the windows app (except for a few tasks).

  • :D

    The real joke is Windows

    • gary

      You mean the most widely-distributed operating system in the world?
      I am not advocating one side of this argument over the other, I just think this comment is dumb.

      • :D

        The real joke is that such a crappy OS is the most widely-distributed OS in the world.

        Happy?

      • gary

        You didn’t happen to stop and think that you might be in the extremely small minority on that one and that you’re not really clever?

      • :D

        Is that so? I’m not clever? If you had any idea of the things I’ve accomplished then you would be eating those words. I look down at you.

      • gary

        LMAO

      • Jm

        Android is the most widely-distributed OS in the world by nearly 5 times of Windows, so not sure why you’re bringing Android into the discussion. But even iOS/OS X has more usage than Windows in 2016, so your delusional bias against OS X is not only stupid based on its own merits, but it’s factually incorrect. Try again.

      • gary

        I think there are two things you missed:
        1) this conversation is clearly about desktop operating systems given the context of the article and both his and my comments. Also, android is not distributed five times as much as Windows, that is simply wrong and ludicrous.
        2) I think you also missed the part where I said I’m not advocating for either side, so this “delusional bias against OS X” doesn’t exist. I use both operating systems and like each for what they are good at. I know where your ‘delusional bias’ sits though.

  • Gabriel Anaya

    Hey guys,make sure to upgrade to MacOS Sierra ASAP, or Apple will charge you $100 bucks to upgrade after the first year.

    Okay not really but how stupid would that be?

    • Umut Topuz

      its a bit weird but apple was forcing people to pay $10 for ios 1 to 2 upgrade 🙂

      • :D

        OS X updates used to be charged for too – Apple Just decided to make updates free.

        The thing is that MS made Windows 10 free for anyone who updates in the first year. Anyone who updates after a year has to pay. Maybe it’s just their way of improving adoption rates but it’s still pretty stupid imo.

      • Umut Topuz

        dont understand why it had too much intention. they just let people to go for an upgrade for free. maybe they are moving to that way just like apple did? What if they put a price without letting you upgrade in a year? 🙂

    • George

      You’re already paying for software you just don’t see it. Paying over $1200 for a laptop is buying into the ecosystem.

      • Jeffrey

        Well you can sell your 1200 dollar macbook 3 years later for 900 dollars and you can sell your 1200 dollar windows laptop (with payed OS) 3 years later for 150 dollars… What do you choose?

      • George

        I know that, I’m a Mac user. I’m just saying windows PCs are cheaply priced which is why they can get away with separately charging you for a big software release.

      • Jeffrey

        Well, yeah, if you look at the short term Windows desktops do in fact sound cheaper, even when you count the software costs, I agree.

        But when you’re smart, you think about the long term 🙂

      • I see where you were headed with this comment but you are forgetting that windows labtops can cost this much too…

      • George

        And also Microsoft is a software company, you don’t think it’s silly for a software company to be giving away free software? They wouldn’t be here today.

  • Agneev Mukherjee

    Are we running short on crazy? This Surface proves nothing less.

  • Agneev Mukherjee

    The cat looks absurd. I like Cookie Monster better.

  • Agneev Mukherjee

    Hover your cursor over the blank area between here You’ve found it! and here.

  • Agneev Mukherjee

    var foo = 'bar';

    alert('foo');

  • Mike M. Powell

    Am I the only that that Actually doesn’t care that Mac doesn’t allow fingerprint?

  • You know why the Mac doesn’t have a touchscreen? Because it’s not a freaking tablet! That’s what iPads are for. These ads makes me mad.

    • Umut Topuz

      ipads are just big touchscreen gaming device for me. it doesnt have a fully functional operating system, not even a usb port? so due its hardware specs and type of things it do, equivalent is macbook

      • anon

        Weird, since iOS 10 my iPad took over and I only use my PC for games occasionally.

      • Umut Topuz

        it is just a nearby couch device for me, even i use it with jailbreak, i just dont find it useful enough to pay that price for an ipad besides a surface

      • smtp25

        totally agree – its great for games, videos, web browsing.. ahh that’s all I used it for.. even serious web browsing I find easier and quick on the laptop with mouse

    • smtp25

      Because lots of newer laptops have touch screens now, and because of tablets people have a higher expectation to be able to touch the screen to do something and be disappointed when they remember they can’t

  • ravinigga

    Somebody just hack or put macos on iPad Pro with touch capabilities. Then we talk.
    Btw love both

  • Alberto Espinal

    I’ve never had this product but I’m gonna quote someone that had one and this is what he said:

    “It doesn’t really matter if it’s a tablet in form, and features a touchscreen etc.. When you have next to none “touch optimised” apps and user experiences to offer. All the “apps” in the Windows Store are plain horrible and lacklustre. The amount of apps offered are really low, and the ones being offered often costs money for no apparent reason and they don’t really offer anything. The whole tablet / touch ecosystem is non-existent”

  • anon

    Of course the keyboard comes off when you sell it separately

  • Joseph Apodaca

    Wow. Now I’m going to get a surface pro solely for a touchscreen display. *sarcasm

    • smtp25

      I’m not getting one because its probably not powerful enough graphics wise to play games high end PC games, so big price tag small result

      • Umut Topuz

        so you are expecting to play high end games on a laptop priced as a surface by not having a console or desktop. very genius act, go for it 🙂

      • smtp25

        what are you on about? Surface 4 i5/8GB/256GB is NZD$2349 or i7 $2899. I can get a laptop for $2300/2800 that will play high end games. Console, well they suck because I like using a mouse for FPS. And a desktop obviously sucks as its not portable.

      • Umut Topuz

        allright, play “high end” fps games on a laptop with mid range gpu with your mouse for an hour of portability which may fit your needs. what are you up to? Its your waste and i dont care

      • smtp25

        Aww Umut you do care

  • Fede

    all microsoft products suck !!! starting with windows, they are losing the battleground because they were a monopoly of computers for some time, now they are gone !!!