Microsoft Goes After The Ubiquitous MacBook To Boost Surface Brand Recognition


TechCrunch

Microsoft billed the Surface Pro 3 as the device that can replace multiple pieces of Apple kit, including the MacBook and the iPad. Its latest ad spots for its Windows 8 marquee device target the MacBook directly, invoking the classic Apple Mac vs. PC ads with their visual style but focusing more on specs. Two of them feature just two guys chatting with each other naturally (read: not at all naturally) about their respective computers, while the last is a head-to-head specs comparison montage set to EDM.

These ads, unfortunately, feel neither clever nor funny, unlike their Apple predecessors, and they really serve only to underline the problems Microsoft continues to have with positioning its new, unusual device to consumers. The fine print in one even notes that the physical keyboard is sold separately, which has been another common complaint about the tablet and its suitability to replace laptops, especially…

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