14 DAY TRIAL // Apple has rolled out a new ad for the iPad Pro that questions the definition of a traditional computer, proving the world (and Microsoft) that its tablet can also replace a PC.
The battle for building devices that can attract PC switchers was pretty much started by Microsoft in 2012 when it launched the original Surface tablet. Called Surface RT, the device turned out to be more of a flop, mostly because of Windows RT, the operating system that was powering it and which was limited to Windows Store apps.
At that time, Apple itself made fun of Microsoft for trying to put a keyboard on a tablet, calling the Surface “a mix of a toaster and a refrigerator.” After several Surface generations, the device finally became successful, and adoption of the 2-in-1 form factor basically exploded, with Apple itself launching the iPad Pro with support for the Pencil and a detachable keyboard.
Surface offers full Windows 10 power, iPad Pro sticks with iOS
Now both Microsoft and Apple are fighting for the same category of buyers, though in the case of the iPad Pro, the iOS operating system obviously comes with limitations as to the software that can be installed by users. The Microsoft Surface runs full Windows 10 and works just like a laptop when a keyboard is attached.
Apple’s new ad is clearly aimed to show that the iPad Pro itself can be used as a replacement to a traditional PC, though that remains pretty much a subjective choice which depends on the tasks a user typically runs on their computer.
The ad also puts the emphasis on iOS 11 features, and shows Microsoft’s Office apps being used with a pen, while also highlighting other new features such as annotating photos and sharing them with contacts.
It remains to be seen how many users actually give up on their PCs and go for an iPad Pro, but the video is still worth a watch.
