Microsoft does not mince its words in Apple bashing new Surface Pro 4 advert
MICROSOFT has debuted a new advert for its popular Surface Pro 4 that takes aim at Apple and its iPad Pro.
Microsoft Surface Pro 4 ad - "What’s a computer? Just ask Cortana"
Microsoft's advert uses the voices of the virtual assistants from each platform to spar
Microsoft has launched a new advertisement for the Surface Pro 4.
And it's not pulling any punches.
In a similar vein to Apple's Get A Mac television campaign – which featured the iconic "I'm a Mac, I'm a PC" comparisons with David Mitchell and Robert Webb – the latest Surface advert places the iPad Pro next to the Surface Pro 4 and directly compares a number of features on each device.
Microsoft uses the voices of the virtual assistants bundled with each platform, Cortana on Windows 10 and Siri on iOS.
The Redmond technology firm bashes the iPad Pro, which has an external keyboard, but does not have a trackpad, the ability to run desktop apps, or external ports.
"I just got a keyboard," Siri announces in the advert, "I'm a computer now, like you."
Microsoft mocks the lack of Intel processor in the iPad Pro, or inability to run traditional desktop versions of apps, like Office.
It's an argument we have seen Microsoft make many times before, starting back in 2013 with the first run of Windows 8 commercials.
The new ad ends with the tagline – "Surface does more, just like you."
There are undoubtedly similarities between the Surface Pro 4 and the iPad Pro, but they are also very different devices.
Microsoft has crammed the power of a traditional laptop into a tablet and keyboard form-factor, while Apple has stepped up its mobile software and app ecosystem so its tablet can stand toe-to-toe with traditional PCs.
Express.co.uk was impressed with both devices, and their contrasting approach to the same problem.
Surface Pro 4 has the ability to run full-scale desktop applications
But if this advert is any indication, the tablet wars between Microsoft and Apple are not over yet.
The news comes as renown Microsoft author and pundit Paul Thurrott said the popularity and new capabilities built into iOS and Android could spell the end for Microsoft and Windows 10.
Thurrott said Microsoft was currently facing "a potential extinction moment."