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New iPad ad campaign focuses on productivity, highlights Microsoft Office support

post #1 of 15
Thread Starter 
Apple on Monday pushed out a new email ad blitz focusing on the iPad's prowess in productivity, highlighting both first-party apps like Pages, Numbers and Keynote alongside Microsoft's Office for iPad.




Titled "Achieve big things," Apple's mailer pushes back against Microsoft's increasingly aggressive Surface Pro 3 campaign, which casts the Redmond, Wash. company's "tablet and a laptop" as true productivity tool.

Apple takes a different tack with its most recent ad, noting that the iPad is not a replacement for its MacBook lineup, but instead a portable hardware solution powered by powerful apps. Specifically, the ad says the App Store's titles "are designed to take advantage of the things only iPad can do."

Of the apps selected to highlight iPad's at-work acumen, Apple chose its own iWork suite, noting Pages, Numbers and Keynote come free with new tablet purchases. In addition to onboard creation and editing features, the apps connect with iCloud to take documents cross-platform, allowing users to start a project on iPad and finish on a Mac.

Along with iWork, Apple threw a spotlight on Microsoft Office for iPad, which debuted in March as a trio of "freemium" app offerings connected to the Office 365 subscription service. Anticipated for years, the collective Office for iPad app suite -- Word, Excel and Powerpoint -- quickly rocketed up the charts, netting 27 million downloads after 46 days of availability.

Apple has been pushing the productivity side of iOS as of late and most recently kicked off a limited time sale on 20 popular productivity, business and utility apps.
post #2 of 15
Talk about turning the other cheek..

Microsoft: Out tablet is more productive than Apple's laptop.

Apple: Our tablet is more powerful with Microsoft Office.
post #3 of 15
So glad I bought a MacBook Pro w Retina this year vs an iPad (after owning 3 of them). There is no competition for productivity between a laptop vs a tablet. I'm going for a Kindle HDX next time. Tablets just don't cut it for most anything other than reading or viewing.
Edited by pazuzu - 8/11/14 at 3:10pm
 
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Where's the new Apple TV?
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post #4 of 15
Meh, not a selling point for me. I'm not a slave to MS-Office any more.

"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
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"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
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post #5 of 15
Quote:
Originally Posted by pazuzu View Post

So glad I bought a MacBook Pro w Retina this year vs an iPad. There is no competition for productivity between a laptop vs a tablet. I'm going for a Kindle HDX next time. Tablets just don't cut it.
Seems to me these ads and emails are Apple saying "iPad is more than just a consumption device", not "replace your Mac with an iPad". Microsoft is trying to portray Surface as the ultimate device. One stop shop for everything you need. Apple is not doing that with iPad although they know a lot of people have ditched their laptop for iPad. This is reminding people there's a lot more you can do on your iPad besides watching movies, surfing the internet and playing games.
post #6 of 15
Quote:
Originally Posted by pazuzu View Post

So glad I bought a MacBook Pro w Retina this year vs an iPad (after owning 3 of them). There is no competition for productivity between a laptop vs a tablet. I'm going for a Kindle HDX next time. Tablets just don't cut it for most anything other than reading or viewing.

Just you talking about your own limits.

post #7 of 15
iPad running Office renders the Surface rather pointless.
post #8 of 15
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Originally Posted by BobSchlob View Post
 

Just you talking about your own limits.

 

Earth to Bobschlob...

 

Love my iPad retina tablet AND my MacBook Pro 15 retina.  Message and email away on a tablet all you like.  Write a bit of text too on one.  Read a book, a magazine or newspaper as well, but there's a reason why working people use computers.  You probably don't have a real job but if you did, you would know the meaning of productivity.

post #9 of 15
Just wait until MS intentionally keep Office for iPad version at least two years behind Office for Windows.
post #10 of 15
Quote:
Originally Posted by Rogifan View Post


Seems to me these ads and emails are Apple saying "iPad is more than just a consumption device", not "replace your Mac with an iPad". Microsoft is trying to portray Surface as the ultimate device. One stop shop for everything you need. Apple is not doing that with iPad although they know a lot of people have ditched their laptop for iPad. This is reminding people there's a lot more you can do on your iPad besides watching movies, surfing the internet and playing games.


"Seems to me these ads and emails are Apple saying "iPad is more than just a consumption device", not "replace your Mac with an iPad".

 

This sentence pretty much nails it.  On a side note, I do think the Surface Pro 3, specifically, is a great product.  And like phablets, I think 2-in-1's will gain in popularity, especially among the college and business crowd.

post #11 of 15
Quote:
Originally Posted by Quadra 610 View Post

iPad running Office renders the Surface rather pointless.

The Surface is surplus to requirements.
"If the young are not initiated into the village, they will burn it down just to feel its warmth."
- African proverb
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"If the young are not initiated into the village, they will burn it down just to feel its warmth."
- African proverb
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post #12 of 15
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Originally Posted by makeintosh View Post

Quote:
Originally Posted by BobSchlob View Post

 
Just you talking about your own limits.
Earth to Bobschlob...

Love my iPad retina tablet AND my MacBook Pro 15 retina.  Message and email away on a tablet all you like.  Write a bit of text too on one.  Read a book, a magazine or newspaper as well, but there's a reason why working people use computers.  You probably don't have a real job but if you did, you would know the meaning of productivity.

Please. You sound like Ballmer.
"If the young are not initiated into the village, they will burn it down just to feel its warmth."
- African proverb
Reply
"If the young are not initiated into the village, they will burn it down just to feel its warmth."
- African proverb
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post #13 of 15
Office and iWork both makes sense. Notebooks and Tablets makes sense as tools. There are enough space for Notebooks like the Air, Office Suits and an iPad.

Only the complex Surface makes no sense because you get many pieces of technology that can't position itself. The iPad is clearly positioned, the Air as well but what is the sum of keyboard, screen, kickstand, mouse, pen and power supply? I mean, who really wants a bunch of pieces to say it's more easy?

The surface says; "I can't decide. I a more complex. Not easy".
post #14 of 15
Quote:
Originally Posted by Benjamin Frost View Post


Please. You sound like Ballmer.

Time you moved out of your mum and dad's cellar.

post #15 of 15

I really don't understand Apple's reluctance to advertise more about the Mac's ability to run Windows natively. I'm pretty sure that most Mac owners know this; but I think there is a lot of non-techie WinPC users out there who don't know it, or think that it's still the old-style emulation. I doubt that Apple has any qualms about head-to-head comparisons between MacOS and Windows (and especially with Win 8).

 

If Microsoft wants to advertise, "Hey look! Surface can run full Office on full Windows 8.1!", then I think Apple should come back with, "Big deal. So can MacBook Air".

"You can't fall off the floor"   From 128k Mac to 8GB MBP

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"You can't fall off the floor"   From 128k Mac to 8GB MBP

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