Over the weekend, Microsoft launched a new ad for the Surface Pro 4, continuing its marketing strategy of comparing the tablet computer to Apple’s products, this time the 13-inch MacBook Air. The ad is the newest in Microsoft’s anti-Apple theme of commercials, previously comparing the iPad Pro with the Surface Pro 4, the MacBook Pro with the Surface Book, and OS X with Windows 10. Just a few weeks ago, the MacBook Air was the focus of another Surface Pro 4 ad.
Simple titled “Get the Surface Pro,” the new ad has a focus on the tablet’s ability to write and doodle on the screen with the included stylus. Using the same musical accompaniment of the previous MacBook Air comparison spot, the singer in the new ad tells potential customers that “if you try to write on a plain old Mac, the difference can be seen. It doesn’t work.” Other advantages highlighted in the ad include the detachable keyboard, and the ending tagline states, “Surface does more. Just like you.” Microsoft positions the Surface Pro 4 as a true combination tablet and personal computer, leading to ads comparing it to both an iPad Pro and MacBook. In the previous iPad Pro commercial, Microsoft’s personal assistant Cortana let customers, and Siri, know that the iPad lacks an Intel Core i7 processor, full access to Microsoft Office beyond the mobile app versions, a trackpad, and external port options, making Microsoft’s tablet more of a computer than Apple’s 12.9-inch tablet.
The 12.3-inch Surface Pro 4 starts at $899 for 128GB of internal storage and 4GB of RAM, and goes up to as much as $1,799 for 256GB of internal storage and 16GB of RAM. Comparatively, the 11-inch MacBook Air starts at $899, with 128GB of storage and 4GB of RAM, increasing to $1099 for 256GB of storage and 8GB of RAM, while the 13-inch model starts at $999 for 128GB of storage and 8GB of RAM, and rising to $1199 for 256GB of storage.