14 DAY TRIAL // Apple took the wraps off a new iPad Pro model earlier this month at WWDC, and now the company has started the marketing offensive, trying to show the world that its new device is a productivity monster that does the same things as a Windows PC.
Last weekend, the company rolled out another 15-second ad with a message that’s first of all aimed at Microsoft users: the iPad Pro is a powerful computer, despite the fact that it runs iOS.
Apple uses the video to highlight the productivity side of the iPad Pro and to show that it also offers advanced gaming, even though critics would say that its capabilities are limited by the fact that it’s powered by a mobile operating system and not by a full desktop platform like Windows or macOS.
Microsoft and Apple in the 2-in-1 marketing
Apple’s increased focus on the 2-in-1 market comes following the success that Microsoft experienced with the first Surface models, and the two companies have now become two of the fiercest rivals with their Surface Pro and iPad Pro models.
The latest 10.5-inch iPad Pro is considered to be a direct competitor to Microsoft’s Surface Pro, though at first glance the device created by the software giant seems more capable.
The iPad Pro features a 10.5-inch display with 4GB RAM, A10X CPU and up to 512GB of storage, while the Surface Pro boasts a 12.3-inch screen, up to Intel Core i7, 16GB RAM, and 1TB storage. Of course, there’s also a huge difference in price, and though Apple products are typically more expensive, this is not the case with the iPad Pro.
The new Apple 2-in-1 model costs $1,079, while the most powerful Surface Pro can reach $2,699 with the best hardware that’s currently available. Of course, the Surface Pro runs the full version of Windows 10, while the iPad Pro is only powered by iOS.
