14 DAY TRIAL // Microsoft has once again compared its own successful Surface Book with Apple’s products in a brand new ad, as the company has made it a hobby to highlight the things that the MacBook can’t do in its videos.
This time, Microsoft’s ad is supposed to show how students at the University of Washington are using the Surface Book to build a Formula 1 style race car from scratch using only the laptop created by the Redmond software giant.
Only that, at one point, one of the students suddenly starts talking about Apple’s Macs, explaining that what they are doing right now on the Surface Book wouldn’t be possible on devices powered by macOS.
“We really can’t use Macs from an issue of compatibility. They’re really not the right device for the job that we’re doing,” the student states.
Is this relevant in any way to the Microsoft Surface Book ad? No. Can this convince more potential buyers to purchase the Surface Book and not a MacBook? We highly doubt it.
The Apple obsession
As we’ve said before, even though Microsoft has become more of a gentleman-ish company and it no longer launches campaigns aimed at its rivals (just think of Scroogled), the firm should still focus more on what its products can do and not necessarily on what its competitors can’t.
The latest Surface ads have been mostly about comparing Microsoft and Apple devices and, as you can see, every little video contains a reference to the MacBook, which in some cases, such as today, makes absolutely no sense.
The Surface Book indeed comes with features that aren’t available on the MacBook, such as the touchscreen and the detachable keyboard, but Microsoft wants to make this very clear with every single ad. On the other hand, Apple has already said that it’s not interested in building a MacBook with a touchscreen or a detachable keyboard, as it wants to stick with a more traditional approach.
