New Surface Pro 4 Ad Takes on Apple's 'What's a Computer?' iPad Pro Campaign

[Michael Goff]

Let's look at the points of the ad, shall we?

1) The power of the i7: Most ultrabooka likely don't have over an i5 anyway. And very few tablets are going with Core I processors after Core M came out. Thin, light, no fan. But all professionals need the heater that is the Core i7.
2) Not real office: This one is basically Microsoft crapping on their own work. Seriously. They're saying their mobile offerings are bad. I'm sorry, Microsoft, the fact that the iPad doesn't have Office as good as the desktop is your fault.
3) Ports: If ports are needed in large amounts, you're not getting a Surface or an iPad. You're likely getting a laptop. You can, for roughly the same price as a Surface, get a laptop with multiple USB 3 ports.

 

[rowspaxe]

Guess what, regular ultrabooks still outsell the SP4.

Guess what? Ultrabooks outsell Macbook Pros. Are Macbook Pros niche?
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1) The power of the i7: Most ultrabooka likely don't have over an i5 anyway. And very few tablets are going with Core I processors after Core M came out. Thin, light, no fan. But all professionals need the heater that is the Core i7.

I do. and surface comes in a variety of processor configs

2) Not real office: This one is basically Microsoft crapping on their own work. Seriously. They're saying their mobile offerings are bad. I'm sorry, Microsoft, the fact that the iPad doesn't have Office as good as the desktop is your fault.

ios Office is a cut down app version of a more powerful x86 application. thats never happened before, right?

3) Ports: If ports are needed in large amounts, you're not getting a Surface or an iPad. You're likely getting a laptop.

Surface hub provides 4 usb, video and power to the surface mag power port. Plug and play, unplug, away.

You can, for roughly the same price as a Surface, get a laptop with multiple USB 3 ports.

Oops, what about the whole tablet/digital canvas thing that is the major rational for the product?

 

[Michael Goff]

Guess what? Ultrabooks outsell Macbook Pros. Are Macbook Pros niche?
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I do. and surface comes in a variety of processor configs


ios Office is a cut down app version of a more powerful x86 application. thats never happened before, right?


Surface hub provides 4 usb, video and power to the surface mag power port. Plug and play, unplug, away.



Oops, what about the whole tablet/digital canvas thing that is the major rational for the product?

1) Are MacBook Pros niche? I think you mean MacBooks Pro, and yes. They are niche.
2) Different configs: That's a good selling point, but they didn't bring that up as the strength of the Pro 4.
3) Yeah, it happens a lot. That doesn't make it right and that doesn't make it a failing of the platform that the people making the app can't be bothered to do it right.
4) "Want more ports? Hand over 200$" Doesn't have such a good ring to it, does it?
5) Digital canvas: Buy a Wacom tablet?

https://www.amazon.com/Mytrix-Compl...13309&sr=1-3&keywords=Windows+10+Wacom+tablet

You can buy a USB hub for that, and it already had HDMI. It has a Core M, sure, so that's a negative. You're welcome, I just found a Windows 10 art tablet for you that can run full office, have a lot of ports, is lighter than the Surface Pro, and a lot cheaper than even the Core M3 model.

 

[John Mcgregor]

But for idiots, "nonetheless" is an actual word.



Michael

Not on danish keyboard it's not.

 

[moxin]

i know that i have never said that but "MS is right this time"
These ads are like "sega does what nintendon't"

 

[AlexisV]

closer than you think
http://mspoweruser.com/despite-sell...es-apple-takes-lead-in-hybrid-product-market/

That's iPad Pro v all Surface products. iPad Air and iPad Mini aren't included.

 

[cbrec]

Pro Tools on SP4 vs Garageband on iPad Pro? Not even worth entertaining that question.

Cubasis is the best DAW for iOS, I'll use that instead.

Pro Tools on SP4 vs Cubasis on iPad Pro? Nah, still not worth entertaining that question either.

Microsoft got it right with this ad in regard to DAWs.

I'll hand it to Apple though, it sure is easy for my computer-illeterate grandfather to browse the internet and check email on an iPad.

 

[dumastudetto]

Ah Microsoft - the company that staged mock iPhone funerals years ago, trumpeting Windows Phone as the dawn of a new era in mobile computing.

I do sometimes miss using my iPhones, it was a fun time for a brief while after all. But when I reflect back at what an iPhone was back in those days when they still existed - the technology was all so antiquated in comparison to the incredibly powerful new Windows devices all of us use today.

It was inevitable Microsoft was going to takeover the market and dominant the way they have. Apple never stood a chance.

 

[rowspaxe]

That's iPad Pro v all Surface products. iPad Air and iPad Mini aren't included.

Should they be? SP is at a different price point and market niche than those products. Its sort
an MB air, MB pro, IPP competitor. And MS has been in hardware for 4 years now. Look, they have a ways to go, but its not a bad start.
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Pro Tools on SP4 vs Garageband on iPad Pro? Not even worth entertaining that question.

Cubasis is the best DAW for iOS, I'll use that instead.

Pro Tools on SP4 vs Cubasis on iPad Pro? Nah, still not worth entertaining that question either.

Microsoft got it right with this ad in regard to DAWs.

MR posters would argue that the apps your disparaging are touch apps while you would want to use
ProTools with a mouse or track pad. I say audio production is not a great use of touch and this shows
the strength of the hybrid concept.

I might make an exception for garageBand: its a pretty cool app. But, do I really want to sequence
tracks in GB? No. But its free and fun to play with

 

[polyh3dron]

The problem is that the vast majority of Windows software is not optimized for a touch interface, whereas everything on the iPad Pro is built for a touch interface from the ground up. I had the "pleasure" of setting up Pro Tools to run on my boss's Surface Pro the other day. What a joy it was when we discovered its UI didn't scale properly in the surface and everything was microscopic, not to mention it was basically W7 windows within a W10 window. We tried experimenting with the touch interface in it and it was hilariously bad. The iPad Pro may not have the wealth of professional software for it that a Surface has access to, but the software that can be used on an iPad Pro works so much better for the hardware it's running on, and that is huge.

 

[pika2000]

Guess what? Ultrabooks outsell Macbook Pros. Are Macbook Pros niche?

Are you the same as mi7chy?
Follow the conversation and you might be able to respond more relevantly.
mi7chy claimed that SP4 made Macbook Pros obsolete. I said Macbook Pro, which is a laptop, is as "obsolete" as any other Windows laptop, which still outsells the SP4.
Now, how was your respond relevant to that conversation?

 

[niun]

Not only it doesn't offer great tablet experience

Why?

 

[rowspaxe]

3) Yeah, it happens a lot. That doesn't make it right and that doesn't make it a failing of the platform that the people

The issue here is application devs making cut down versions of their apps for ios. Its not a question of them "doing it right", it is about what elements of the application are translatable to touch at what cost. The ios version is almost certainly a los leader.

4) "Want more ports? Hand over 200$" Doesn't have such a good ring to it, does it?
5) Digital canvas: Buy a Wacom tablet?

The Surface is priced to create marketing space for follow on windows oems. Its not a bargain device, so --like apple--be prepared to pay. It does have a more premium build and elegant design than market follow ons--excepting the Viao Canvas.

Finally, yes surface hub with one port mag connection for power, video and usb ports is worth $200. This functionality will be widely copied when usb-c gets implemented.

 

[pika2000]

Why?

Have you used Windows 10 as a tablet?

 

[niun]

Have you used Windows 10 as a tablet?

Of course, in tablet mode.

I'm not the one making blanket statements. I'll ask again... Why?

 

[pika2000]

Of course, in tablet mode.

Tell me how is it, using it fully as tablet only device for your productivity, day in day out, without keyboard/mouse.
And tell me if a person on the street would consider that for his/her daily usage vs an iPad.

(PS, I do have the SP4)

 

[Tiger8]

If you're planning to use the Surface Pro as a laptop, which is what it is with crappy tablet capability and only a few tablet optimized apps.

That was the case 4 years ago, now more apps, most importantly more web sites are optimized for touch. Windows 10 offers great tablet experience.

 

[pika2000]

Windows 10 offers great tablet experience.

Have you used one? Purely as a tablet day-in-day-out without mouse nor keyboard?
Tell me how it is.
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Of course, in tablet mode.

I'm not the one making blanket statements. I'll ask again... Why?

If you actually have used a Windows 10 tablet as a tablet only, day in day out with no keyboard nor mouse, you will know why. I have (while waiting for the keyboard for my SP4 to arrive).
Another test would be to ask your friends or family members to choose between a Windows 10 tablet (no keyboard/mouse) or an iPad.

Yes, I made a blanket statement because that's the reality of Windows as a tablet for the general consumer. Just count how many Windows 10 tablet devices out there, that are sold as a tablet, not a 2-in-1. Practically none other than specific usages for projects in enterprise. Even Microsoft was aware of that, always showing the SP4 with its keyboard attached in their ads and switched their marketing strategy into pitting the SP4 against the Macbook, until this ad.

 

[niun]

Tell me how is it, using it fully as tablet only device for your productivity, day in day out, without keyboard/mouse.
And tell me if a person on the street would consider that for his/her daily usage vs an iPad.

(PS, I do have the SP4)

Ok.. I asked why you and many other people think it's a terrible tablet - going by that blanket statement with no back up at all and now I have to give my reasons why I think it's not.. Interesting debate.

Back again to the person on the street.. I'm not that person hence why I broke away from Apple and iOS.. It didn't provide what I needed and after years of waiting it's obvious it never will.

Now, I can't use my Surface for work unfortunately. The company I work for would't allow that.
But for consumption use outside of work - Netflix, mail, web, Office, comics, Guardian etc.. You know, what 90% of people use their iPad for, I can use my Surface without issue and with decent battery.

If the person on the street didn't want to tote around a laptop and iPad I'd recommend a Surface.
If the person on the street is totally happy locked into iOS and doesn't need anything more than an iPad I'd recommend an Air - not a Pro.

 

[kazmac]

Well played, Microsoft.

 

[Amazing Iceman]

Coming late to this party, but I'd say that Apple is both right and wrong with its new ad—the one calling the iPad pro a "computer." The wrong is that, just as we see, it can and will be taken literally. Which gives Microsoft a chance to mock Apple. Because, unlike the Surface, the iPad Pro is not "literally" a laptop. So, Apple may have a hard sell on that score because people tend to take things literally. Why can't they do what they do on their laptops on the iPad if it's supposed to be a computer?

Apple actually doesn't mean it "literally." The thing is, most people don't need full laptops anymore—and in fact aren't buying them. Most people can get by on their tablet—from games, to entertainment, to work, to art, music, academics, etc. Apple is trying to get those who are thinking of ditching their laptop and going only with their tablet to buy an iPad Pro. They're trying to say to them "you won't feel the lack of that laptop." This is different (too subtle I've no doubt) from saying "Here's a tablet that can literally morph into a laptop, trackpad and everything." With the iPad Pro, Apple is trying to say, the user can forget about how the laptop did things.

This message, however, isn't coming across. Apple needs to find a way to sell the pro as a tablet that can replace most laptops, not as a laptop/tablet hybrid.

iOS users get to experience quirks unique to iOS and Apple. I guess Apple quirks are better.

True, it's not perfect. But at least it does what no Windows device has been able to do for me:
1) Turn ON and work when I needed.
2) Don't quit on me while I'm using it.

 

[Bubba Satori]

SP pen is niche because you and 2 friends say it is? If its so niche, why did apple make a pencil?

Because instead of including it with the iPad Pro Apple could charge $99 for it.

 

[DevNull0]

I really don't think you understand his mindset when saying this. He meant for everyday people. And a lot of us agree. If I wasn't a developer, I wouldn't buy a laptop. Period. My iPad Pro is more than enough for my needs and the needs of a lot of people. He is specifically talking about a market of people who have basic needs and are choosing which is the best device for them. A laptop or a tablet. Which will win out for them? Have people bought laptops in situations where a tablet would have actually made them happier, but because they overestimated their needs, they stuck with what they already knew and stuck with a laptop?

There are big things to think about here

It's impossible for either of us to guess his mindset. He is speaking on behalf of the company and his words are clear. He is showing he's a low class, trashy person and making fun of a huge segment of Apple's market for buying the Apple product that better suits their needs (not a tablet). His words are clear, his mindset is not. And if I had to guess, I'd say his mindset is to trick people into buying a higher margin closed and limited device so Apple can make more money on accessories.

If an iPad can replace a computer 90% of the time for 90% of the people, it's still not a suitable replacement because what are those people supposed to do the other 10% of the time?

 

[gnipgnop]

Cubasis is the best DAW for iOS, I'll use that instead.

Wavemachine Auria Pro is probably the best these days by a fairly wide margin.

 

[RedOrchestra]

Because instead of including it with the iPad Pro Apple could charge $99 for it.

NO ONE does add-ons like Apple and Porsche.