Microsoft is once again comparing its own successful Surface Book to Apple products in a brand new ad, as the company has made it a hobby to highlight the things the Macbook can't do in its videos.
This time, Microsoft's ad supposedly shows how students at the University of Washington use the Surface Book to build the style of a Formula 1 race car from scratch, using only the laptop created by Redmond.
Except at one point, one of the students suddenly starts talking about Mac computers, explaining that what they're currently doing on the Surface Book wouldn't be possible on MacOS.
"We really can't use Macs because of a compatibility issue. It's not the right device for the work we do," the student stressed.
[su_youtube url=”https://www.youtube.com/watch?v=tA5LKPOdDIQ” width=”640″ height=”380″]https://www.youtube.com/watch?v=B7o0qA4L4So[/su_youtube]
Is this in any way related to the Microsoft Surface Book ad? No. Could this convince more potential buyers to buy the Surface Book instead of a MacBook? We highly doubt it.
As we've said, even if Microsoft has now become a company that launches its campaigns targeting its rivals (just think of Scroogled), the company should focus even more on what its products can do and not necessarily focus on what its competitors can't do.
The latest Surface ads are mostly about comparing Microsoft and Apple, each short video contains a reference to the Macbook which in some cases like this time makes absolutely no sense.
The Surface Book clearly comes with features not available on the Macbook, like a touchscreen and a detachable keyboard, but Microsoft wants to make that very clear with every single ad. On the other hand, Apple has already stated that it is not interested in making a Macbook with a touchscreen or a detachable keyboard, as it wants to continue with a more traditional approach.
