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Microsoft rehashes old arguments in latest anti-iPad Surface ad

post #1 of 130
Thread Starter 
Microsoft continued to bash the iPad in its latest Surface RT commercial, this time digging up and re-airing old arguments against the Apple tablet, like a lack of keyboard and higher price point.

Surface Ad


Unlike Microsoft's first ad in its anti-iPad campaign, Wednesday's commercial doesn't rely on Siri to point out the perceived shortcomings of Apple's tablet. Instead, the two devices are pitted against each other in multiple side-by-side comparisons, most being favorable to the Surface RT.

The spot, aptly titled "Surface RT vs. iPad," begins with physical measurements, which shows both tablets as being 0.37 inches thick. The fourth-generation iPad comes in somewhat lighter at 1.44 pounds, compared to 1.5 pounds for the Surface, but immediately following that specification is a notation for screen size.

Apple's iPad uses a 9.7-inch Retina display with a 4:3 aspect ratio, while the Surface RT is equipped with a 10.6-inch panel in a 16:9 ratio. The commercial fails to mention resolution, which on the iPad is 2,048-by-1,536 pixels, or 264 pixels per inch, substantially more dense than the RT's 148 ppi, 1,366-by-768 pixel display.

Next, the ad touts the Surface RT's built-in kickstand and attachable keyboard, two features missing on the iPad. Microsoft mentions in small print that the keyboard is sold separately, but fails to reveal the add-on's $100 price tag.

On the software side, the iPad is shown to come standard with the Quick Look document viewer, while the RT comes with Microsoft Office. Rumors regarding an MS Office app for iOS have been circulating since 2011, but only recently has Redmond released a companion app for iPhone. Multitasking is another feature that RT holds over the iPad, with multiscreen viewing currently unavailable in iOS.

Hitting on the same old notes, the RT's built-in USB port was highlighted in the latest spot as a USB flash drive was plugged into the tablet's side. The iPad had to use Apple's USB to Lightning adapter.

Finally, as with all of Microsoft's recent Surface vs. iPad ads, a price comparison was made between the $499 Apple tablet and the $349 RT. Microsoft was forced to slash the Surface RT's price by $150 in July due to presumably slow sales, bringing the tablet down to $349.



Although no hard shipment numbers have been revealed, Microsoft's 10-K filing with the U.S. Securities and Exchange Commission last week showed Surface revenue at $853 million since the device launched in October 2012. If an average sales price of $500 ? the original price of the Surface RT ? is factored into the revenue total, it would mean roughly 1.7 million Surface units were sold in the eight months leading up to the SEC filing.

When considering the $900 million write down for unsold units, as well as $898 million in advertising earmarked for Windows 8 and Surface, Microsoft's tablet experiment is deep in the red.
post #2 of 130
The multi taking is not Microsoft problem. It's that their touchscreen ux is dull and ugly. The apps are weird looking and have no design look to them.
post #3 of 130
pathetic last gasps of another doomed MS effort
post #4 of 130
Quote:
Originally Posted by Alfiejr View Post

pathetic last gasps of another doomed MS effort

I have to agree with you.

post #5 of 130
MS are upto the same games as before, Surface RT 32GB? you mean 16GB of usable storage & less than 1% of the apps available compared to the iPad.
post #6 of 130
"One app at a time"...? Poor Microsoft. Still can't figure out how to turn on the "Multitasking Gestures" feature...
Edited by tribalogical - 8/7/13 at 4:37pm
post #7 of 130
Did the new TV commercial of Microsoft comparing iPad to Surface RT tout their price reduction, did the Siri-like voice say, "The iPad is a hot seller, I don't have to do that!"
Edited by Rot'nApple - 8/7/13 at 3:43pm

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post #8 of 130

Here we go again with radically inaccurate size comparison. 

 

This is what the comparison should look like (the actual screen size minus the bezel)



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post #9 of 130
Not sure why a company as large as MS still finger points like a child....Surely a company as big as MS can build a tablet that every Windoze user would chop off their Kinect right arm to buy...no?
So why are sales in the dump...zero decent apps outside of supplied ones. Is it fun....Nope.
Does it take 45 swipes to reach something simple like an address in your contacts...Yup. Is the screen blocky in comparison...Yup.

No the issue as I see it is that MS is caught in a stranglehold of clone branches they can no longer bargain their way out of. Unique consumer worthy products people actually use and love are designed with people first, not antiquated software business systems that no longer are the pivot decision making point for purchasing. There was a time a full home MS Office license was included with a new system, but no longer. Stripped down Office apps designed to lock you into a document centric ecosystem no longer excites us. Drop the excess baggage MS and focus on your strengths. Open your doors to new companies that you can create apps for. Imagine if Office was included on every IOS device (with license fees naturally) but they were put to Apple's software testing and design rules so they would work perfectly on IOS devices. MS could be rolling in the moola on licensing fees alone and never ever need to produce another physical media box again. Happy IOS users would be happier that their favourite computing tools just worked at the office as easily as they did at home.

A thought. Sometimes being friends pays off.
post #10 of 130
So Balmer is bashing apple for higher price tablet but his is being sold probably discounted down to a loss.... The one bash commercial that was ludicrous was the user trying to pinch to zoom the iPad main screen with all the icons.....how naive does he think the public is...
post #11 of 130
Surface is slowly but steadily going the way of Zune. The more they compare Surface with the iPad the more they lose. I hope Microsoft will consider a different strategy in their ad by focusing on the positive peculiarities of Surface apart from the iPad.
post #12 of 130

Somebody needs to tell MS that iPads can use keyboards. The original iPad had a keyboard dock as an option and many 3rd party manufacturers continue to make them. A simple Google (or Bing, if you're desperate) will give many, many results. Also, any iOS device can use any Bluetooth keyboard. And it doesn't even have to be attached! Microsoft keeps harping on this and it makes it look like a keyboard is REQUIRED to use a Surface tablet.

 

That, and if you need a kick-stand, Apple sells a nice MAGNETICALLY attached screen cover that folds into a stand. (Gee, I wonder where MS got the idea of magnetically attaching things to the Surface?!?)

 

Go ahead MS ask Surface's SIRIesk feature about that! Oh, wait, Windows 8 doesn't do that...

post #13 of 130

I mentioned this before and I'll say it again.

 

Microsoft should have waited until this year to launch Surface devices running Windows 8.1.  A Basic model, using Intel's brand new Bay Trail architecture and a Pro model, using fanless Haswell (Y-Series).  This way, the devices can be lightweight, offer a long battery life as well as the performance needed for a full version of Windows 8.1.


The push on Windows RT was destined for failure. ARM inside a tablet is a losing battle, X86 is here.

As a result, the Surface RT had a nice build, but horrible performance and a useless version of Windows. Plagued by the Tegra 3 hardware it lacked what you would expect from a flagship product.

Meanwhile, the Surface Pro was one step forward, and two steps back. The device was plenty powerful, but it managed to forget it was a tablet, ie. the kind of device made for mobile versatility.

post #14 of 130
It's becoming extremely old how MS is constantly bashing the iPad. Why are they so bent on comparing their product with a well proven device (which they are so far from matching) when they should be pulling market share from Samsung/Android devices. Perhaps their marketing department needs a refresh or just a good slap in the face (which may come once they realize the aurface is a complete failure)

It's ads like these that turn me even more sour towards a company trying to fight their way to success. Rather than the bashing, show consumers the usefulness of the product, specifically what it can do better and how it may improve a specific persons life. Negative ads that bash scream desperation (which we know they are, being at the bottom) ... Perhaps that's why they continually are losing the uphill battle.
post #15 of 130
What the hell is article even about? Far as I can tell, it's a scene-by-scene breakdown of Microsoft's latest Surface commercial followed by a reminder Surface sales figures. Well done, AI. Well done.
post #16 of 130
Quote:
Originally Posted by LAKings33 View Post

The push on Windows RT was destined for failure. ARM inside a tablet is a losing battle, X86 is here.
 

I think the idea is to have more closely related builds for your phone and your tablet hence ARM. I know nothing about Surface tablets but with current iPad and iPhone, there does not seem to be any underpowered performance problems. I doubt Apple will switch to X86 especially since they are now tweaking the CPU to their own specifications, something that is not possible with an Intel chip.

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post #17 of 130
Quote:
Originally Posted by nkalu View Post

Surface is slowly but steadily going the way of Zune. The more they compare Surface with the iPad the more they lose. I hope Microsoft will consider a different strategy in their ad by focusing on the positive peculiarities of Surface apart from the iPad.

I wouldn't say 'slowly' … 'steadily' and I'd add 'happily', for sure.
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From Apple ][ - to new Mac Pro I've used them all.
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post #18 of 130
Umm.. and how many iPads have sold compared to the Surface since introduction of the Surface?
post #19 of 130
Why would anyone buy a Surface now? A fire sale is just around the corner. The old Playbook sales tactic. We've sold out of Playbooks (selling them for a loss at $99)!
post #20 of 130
Zzzzzzzzzz...
post #21 of 130
Quote:
Originally Posted by Creep View Post

What the hell is article even about? Far as I can tell, it's a scene-by-scene breakdown of Microsoft's latest Surface commercial followed by a reminder Surface sales figures. Well done, AI. Well done.

mmmm … why are you commenting if you don't understand anti-Apple ads piss off Apple users? Hence it is relevant on AI. Can I say 'piss off' in America? It's not deemed all that bad in the UK 1biggrin.gif
From Apple ][ - to new Mac Pro I've used them all.
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"Google doesn't sell you anything, they just sell you!"
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From Apple ][ - to new Mac Pro I've used them all.
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"Google doesn't sell you anything, they just sell you!"
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post #22 of 130

It seems they've actually corrected some of the misleading parts of the last few adverts, but its still very misleading.  

 

The part about the keyboard and kickstand is just shameless.  

If you're going to include separately sold extras for one product they should do it for both. 

post #23 of 130
Yawn
post #24 of 130
It's the three "B's" again...Baggage, baggage and Ballmer. Sad. Really sad.
post #25 of 130
Quote:
Originally Posted by LAKings33 View Post

I mentioned this before and I'll say it again.

Microsoft should have waited until this year to launch Surface devices running Windows 8.1.  
A Basic model, using Intel's brand new Bay Trail architecture and a Pro model, using fanless Haswell (Y-Series).  This way, the devices can be lightweight, offer a long battery life as well as the performance needed for a full version of Windows 8.1.



The push on Windows RT was destined for failure. ARM inside a tablet is a losing battle, X86 is here.


As a result, the Surface RT had a nice build, but horrible performance and a useless version of Windows. Plagued by the Tegra 3 hardware it lacked what you would expect from a flagship product.



Meanwhile, the Surface Pro was one step forward, and two steps back. The device was plenty powerful, but it managed to forget it was a tablet, ie. the kind of device made for mobile 
versatility
.

ARM seems to be working in a Tablet find for Apple. I think Microsoft's problem was partially marketing. It should not have referred to the tablet, especially the RT version, as Windows. First, many people merely use Windows because that is what is used at work. Second, RT didn't run regular Windows apps, which had to confuse the public.
post #26 of 130
They're playing the fucking USB port angle? Really? Didn't that argument fail with consumers the last 26,291 times it was made? Well, why not try once more just for luck!
post #27 of 130

It's also psychologically telling to me that each of these "bashing" ads always put the iPad first. Are they TRYING to create "underdog status" for the Surface?

 

If it's my product, I put my product first. e.g. "Surface RT vs iPad".

 

If you say "iPad vs Surface RT" in a Surface ad, you're just giving the iPad another leg up that it already has

 

Stupid is as stupid does, I guess.

post #28 of 130
At least they finally stopped using the Siri voice, extreme tacky

A non tech's thoughts on Apple stuff 

(She's family so I'm a little biased)

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A non tech's thoughts on Apple stuff 

(She's family so I'm a little biased)

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post #29 of 130

wait.. you can plug in a USB stick into the iPad via a cable?  Thanks Microsoft.. I did not know that.  can someone confirm it will work?

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post #30 of 130
Quote:
Originally Posted by mstone View Post

I think the idea is to have more closely related builds for your phone and your tablet hence ARM. I know nothing about Surface tablets but with current iPad and iPhone, there does not seem to be any underpowered performance problems. I doubt Apple will switch to X86 especially since they are now tweaking the CPU to their own specifications, something that is not possible with an Intel chip.

It's one thing to have iOS or Android on a tablet, but neither of them can compete with the X86 version of Windows 8.1.

 

Starting later this year and on into 2014, companies such as Intel, AMD, and NVIDIA are all starting to bring their flagship hardware to the mobile/tablet market.

 

If Apple want's to compete (and not just from a sales perspective), they'll need to bring OS X to tablet form.

post #31 of 130
Go away already Microsoft.😎
post #32 of 130
Quote:
Originally Posted by LAKings33 View Post

It's one thing to have iOS or Android on a tablet, but neither of them can compete with the X86 version of Windows 8.1.

Starting later this year and on into 2014, companies such as Intel, AMD, and NVIDIA are all starting to bring their flagship hardware to the mobile/tablet market.


If Apple want's to compete (and not just from a sales perspective), they'll need to bring OS X to tablet form.

Why is it that vaporware always beats shipping products?
post #33 of 130
Quote:
Originally Posted by snova View Post

wait.. you can plug in a USB stick into the iPad via a cable?  Thanks Microsoft.. I did not know that.  can someone confirm it will work?

You know I just went to the Apple online store and I only see the 30 pin camera adapter / SD card reader.

 

They also sell a Lightning to USB Camera Adapter which perhaps will work with a memory stick.

 

I wonder why there is no Lightning SD card reader.

 

Not sure, good question.

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post #34 of 130

I don't care about any of the comparisons MS is making for the Surface. I buy Apple iPad's for these reasons, and they miss the boat on all of them.

 

High Screen Resolution, Retina: coupled with Apple's doubling solution equals super sharp, clear, and easy to read text

Application Availability and Variety: simply put, dev's are hardly willing code for 2-platforms (Apple & Google) much less 4 (+ Microsoft & Blackberry)

Overall Performance and stability

Battery Life and heat

Accessory variety and availability

post #35 of 130
Quote:
Originally Posted by LAKings33 View Post

If Apple want's to compete (and not just from a sales perspective), they'll need to bring OS X to tablet form.

I think they did that already. It is called iOS. It is OS X optimized for touch interface with enhanced security.

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post #36 of 130
Quote:
Originally Posted by LAKings33 View Post

It's one thing to have iOS or Android on a tablet, but neither of them can compete with the X86 version of Windows 8.1.

Yeah, they can. Already do, in fact. To ludicrous success.
Quote:
If Apple want's to compete (and not just from a sales perspective), they'll need to bring OS X to tablet form.

They did that in 2010.
post #37 of 130
Quote:
Originally Posted by snova View Post

wait.. you can plug in a USB stick into the iPad via a cable?  Thanks Microsoft.. I did not know that.  can someone confirm it will work?

Apple makes a short little adaptor dongle. Apple is of the mind that extreme portability and ease of use means rethinking how you use the device. Airplay and iCloud are better ways of communicating, plus, you don't lag your devices by having the CPU check each cycle to see if there's anything plugged into the ports. 

 

Microsoft cannot imagine a device without wires, dongles, and keyboards dangling off of it on each side. Nor can they imagine a device being used in portrait and landscape mode, or being useful at different viewing angles. Stupid is as stupid does.

"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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post #38 of 130

Apple could make an excellent response ad, but the problem is that by the time it airs Surface will be no more.

 

 

 

Quote:

Originally Posted by digitalclips View Post


Can I say 'piss off' in America? 

 

Your nightclub bouncers piss off cricketers, and the cricketers piss on bouncers 

post #39 of 130
Quote:
Originally Posted by Kelly Nowell View Post

I don't care about any of the comparisons MS is making for the Surface. I buy Apple iPad's for these reasons, and they miss the boat on all of them.

 

High Screen Resolution, Retina: coupled with Apple's doubling solution equals super sharp, clear, and easy to read text

Application Availability and Variety: simply put, dev's are hardly willing code for 2-platforms (Apple & Google) much less 4 (+ Microsoft & Blackberry)

Overall Performance and stability

Battery Life and heat

Accessory variety and availability

 

You overlooked that to write for Microsoft products one needs to write for four platforms: Non-touch (mouse-based) Windows computers (with a large user base), Touch-aware Windows 8 computers that use the traditional height and width ratios, Surface Pro computers with a wide-format touch screen and no mouse, and Surface Windows RT computers (with a teensy install base). Only the last one has a decent life away from a wall outlet... but a short life until being Zuned.

"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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post #40 of 130
Quote:
Originally Posted by Tallest Skil View Post

Yeah, they can. Already do, in fact. To ludicrous success.
They did that in 2010.

Sorry for the confusion, I'm not talking about sales. I'm referencing their lack of ability to function as a complete operating system like Windows or OS X.

 

Quote:
Originally Posted by jungmark View Post


Why is it that vaporware always beats shipping products?

Since when has Windows been vaporware?

 

Quote:
Originally Posted by mstone View Post

I think they did that already. It is called iOS. It is OS X optimized for touch interface with enhanced security.

iOS cannot even do half the things OS X can. For that matter, iOS is limited to ARM hardware and an OpenGL ES 2.0 API.

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