14 DAY TRIAL // Microsoft has kicked off a new advertising campaign for Windows 10 that’s supposed not only to highlight the best features of its new operating system but also to emphasize that Apple’s Macs are lagging behind when it comes to specific capabilities.
Called “The Bug Chicks,” the new campaign includes a series of videos ads that present the advantages of Windows 10 laptops over MacBooks, including touchscreens, Cortana, and the biometric authentication feature Windows Hello.
“I don’t have a touchscreen on my Mac,” one of the bug chicks says in the video, clearly suggesting that Windows 10 is the better option, especially when coupled with a Surface, be it a Pro or the Book.
This isn’t the first time when Microsoft takes on the MacBook with such ads, and previous Surface campaigns were even more directly aimed against Apple’s device.
Surface vs. Macbooks, part 2
Back in 2014, when it introduced the Surface Pro 3, Microsoft advertised its 2-in-1 device as the perfect MacBook replacement, with Panos Panay, the man in charge of the Surface division at that time, highlighting the advantages of its product over Apple’s during the unveiling.
But at the same time, Microsoft is also aiming at faster Windows 10 adoption, as the company has a goal of bringing the new operating system on 1 billion devices by the end of this year.
The latest figures released by the company were provided in January, when Windows 10 was running on 200 million devices. With the end of the free Windows 10 upgrade offering approaching (in July this year), Microsoft is clearly trying to become a little bit more aggressive.
At this point, it’s not yet clear if the company intends to continue providing Windows 10 as a free upgrade beyond July, but people close to the matter claim that such a plan is at least considered within the company.
