Microsoft's Surface Book Ads Borrow Music From Apple to Focus on Things a Mac 'Just Can’t Do'

Discussion in ' News Discussion' started by MacRumors, Mar 9, 2016.

  1. MacRumors macrumors bot


    Apr 12, 2001

    Following the launch of a few ads focused around the advantages of Windows 10 PCs over Macs, this week Microsoft continued its campaign with new commercials showcasing the Microsoft Surface Book. The ads feature wildlife photographer Tim Flach describing the pros of the Surface Book, pointing out a few things that he "just can't do" on a Mac.

    The first video showcases Flach's "initial impressions of the Surface Book," with the photographer commenting on the detail provided by the two-in-one laptop/tablet device. Flach also detaches the top half of the Surface Book to directly edit and manipulate his photographs. He ends the video stating, "I can't do that on my Mac."

    The second ad delves deeper into the powers of the Surface Pen and its 1,024 levels of pressure sensitivity, with Flach comparing the experience he had with Microsoft's device to his time as a painter. Despite the touch-screen similarities the Surface Book shares with the iPad Pro, Microsoft keeps the comparison specifically to Apple's Mac line in each video.

    As pointed out by a reader of The Loop, the score for Microsoft's new ads skews close to a Retina MacBook Pro commercial from 2012. Both videos use variants of "Song" by Kidstreet, with Apple's ad playing the "String Version" of the tune and Microsoft's playing the "Reimagined" version.

    A third video posted to the company's YouTube channel echoes much of the sentiment of the first two. Microsoft sells the Surface Book starting at $1,499 and goes up all the way to $3,199 thanks to a boosted 1TB flash storage and Intel Core i7 processor. The company first introduced the Surface Book at an event last October, referring to the versatile computing device as "the fastest laptop ever made, anywhere, on any planet."

    Article Link: Microsoft's Surface Book Ads Borrow Music From Apple to Focus on Things a Mac 'Just Can't Do'
  2. Sirious macrumors 65816


    Jan 2, 2013
    United Kingdom
  3. MH01 Suspended


    Feb 11, 2008
  4. Xavier macrumors 68030

    Mar 23, 2006
    Wow, i must admit, I really liked these ads. It's something fresh from Microsoft that we haven't seen in awhile. Kinda selling me on a Surface book!
  5. Aldaris macrumors 68000


    Sep 7, 2004
    Salt Lake
    No Apple news... Better run those emergency Microsoft ads stories.

    ... With two weeks prior to the rumored March event I would expect to see media invite. Guess we will know in a few hours if it'll really be the week of the 21st.
  6. Nimrad macrumors 6502

    Jul 28, 2010
    Now, Apple, please borrow some inspiration from the surface book. Say what you want about MS or Apple, but the Surface Book is the first thing in years that have made me consider "switching".
  7. miniroll32 macrumors 65816


    Mar 28, 2010
    For the few times you would actually want to touch the screen, I still don't see the benefit(s) of having an OS optimised for multiple input.

    Also, plastering the screen with grease and fingerprints one minute and then using a trackpad the next is anything but professional.
  8. MasterRyu2011 macrumors 65816

    Aug 22, 2014
    Does it seem like Apple and Microsoft think that the only real work out there is that of the creative/media type? How will these ads draw in people who don't...uh draw for a living.
    --- Post Merged, Mar 9, 2016 ---
    Um, isn't that why there is a pen?
  9. thatanonymoususer macrumors regular


    Oct 12, 2015
    You see on the Mac, we have more than one instrument playing our inspirational music. You just can't do that on a PC. But seriously, Microsoft seems to have a lot of advertising centered around Apple. They don't seem to understand what makes people buy Macs though.
  10. quackers82 macrumors 6502

    Mar 13, 2014
    I think Microsoft need some decent designers, that Surface book looks UGLY.

    The hinge part is pure vileness. Looks like it came from the 1960s.
    Screen Shot 2016-03-09 at 17.12.36.png
  11. FieldingMellish Suspended

    Jun 20, 2010
  12. H2SO4 macrumors 601

    Nov 4, 2008
    It’s I’m a Mac, I’m a PC done all over again. Just as well too.

    Cleverly done. Very short and sweet deliberately aping the Apple ones just enough.
  13. SSD-GUY macrumors 6502a

    Sep 20, 2012
  14. oneMadRssn macrumors 601


    Sep 8, 2011
    New England
    Seems definitely useful for those use cases, I don't think anyone can debate that point. I just don't think there are that many use cases. According to government data, there are something like 1% of the working population that is an artist, photographer, or some kind of media creator that would benefit from those features. Meanwhile, the 30% of us that use Excel don't ever want to touch the screen nor use a pressure-sensitive pen.

    The thing that spoke to me about the older Mac ads was the message that it doesn't matter what task you use it for, it's better than Windows for that task. These ads are great and certainly I can see how the feature is useful for someone, but they don't speak to me at all because I'm not a photographer or artist.
  15. H2SO4 macrumors 601

    Nov 4, 2008
    Maybe. Personally I’d rather have the option.
    I don’t necessarily have a big family or hit the trails but it might not stop me buying an SUV that has qualities abilities that I’d never need or use.
  16. chipchen macrumors 6502a

    Oct 30, 2002
    Microsoft keeps doing this in their commercials... When are they going to realize that Macs are less of a thread to them than the Chromebooks?
  17. Mousse macrumors 68020


    Apr 7, 2008
    Flea Bottom, King's Landing
    The underlying message I'm receiving is: PC's have more programs than Mac. Well, duh.

    Anyhow, it's nice to see MS righting itself after Ballmer's reign of error.:cool: As a computer user, I like having access to more than one tool. Keep on rocking, MS.:cool:
  18. ike1707 macrumors 6502


    Jan 20, 2009
    Funny, but I don't want to put my fingers all over my screen anymore than I did five minutes ago.
  19. Marx55 macrumors 68000

    Jan 1, 2005
  20. bjet767 macrumors 6502a

    Oct 2, 2010

    $3 grand for a Windows product. Reminds me of the Sony Vaio days. Makes my 12" MB seem cheap.

    Agreed, we need a touch screen true OSX product.

    Bring it on Apple, stop the Pro iOS product and give us a true "Pro" product with OS X !!!!!

    Message typed from my iPad Air 2
  21. swajames macrumors regular

    Jan 29, 2003
    I'm a mac guy at heart, but I also have an i7/16gb/512gb SSD Surface Book. It's actually a fantastic laptop. The launch was rocky, I got mine on launch day and it was clearly released before it was quite ready, but updates since then have made a big difference. It's a fast and well built machine. I bought it instead of the MBP I was going to get and I don't regret the decision.
  22. modent macrumors newbie

    Mar 4, 2016
    Microsoft should have "accidentally" make it 100% hackintosh compatible.
  23. PowerBook-G5 macrumors 65816


    Jul 30, 2013
    The United States of America
  24. djcerla macrumors 68000


    Apr 23, 2015
    Try the switch.

    You'll be back fast, screaming!
  25. Kaibelf Suspended


    Apr 29, 2009
    Silicon Valley, CA
    Yeah I'd expect to do different things with a computer that costs up to 3x as much also.

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