It has been many years since Apple’s famous Get A Mac commercials highlighted the differences between using a Mac vs. using a traditional personal computer. “I’m a Mac. I’m a PC.” Apple was kind enough not to mention Microsoft by name.
That was a classy approach to a product comparison. How do Apple’s competitors handle such compare and contrast opportunities? Microsoft, for example, heads straight to the gutter with misleading ads wherever possible.
How so? Microsoft pits an anemic Surface tablet against a Mac and highlights the latter’s inability to handle simple touchscreen functions. Microsoft then pits a Surface notebook against an iPad and highlights the latter’s inability to be a full fledged computer.
Microsoft loves to live in the gutter and sewer while bashing Apple. The latest, from Tom Warren:
Microsoft loves bashing the iPad for its Surface commercials. It first started back in 2013 in the days of Windows 8 tablets, and revived its efforts a couple of years ago to focus on the iPad Pro. Even Macs haven’t escaped the attention of Microsoft’s quirky ads. While Apple is spreading heartwarming holiday charm this year and Microsoft’s official holiday ad focuses on inclusivity, a new Surface holiday ad allows Microsoft to more subtly bash the iPad.
Quirky? How about misleading? How about a reality distortion field? How about a deliberate lack of comparison context?
Big dreams need a real computer, like the Surface Go, to help make them come true. This holiday season, discover all the possibilities with the Surface Go. Portable, powerful and starts at $399.
Microsoft fails to mention that the $399 tablet– it does not come with a keyboard– won’t run professional level Windows applications, and as a tablet, Apple’s iPad runs rings around it with a faster CPU, better graphics, and a much larger library of applications (yes, iPad has more apps available on iOS than Windows for PCs).
Distorted reality, meet reality.
Notice that the Windows maker fails to point out that iPad Pro also runs rings around some of the company’s most powerful Surface PCs, regardless of price. Look. I get it. Microsoft’s commercial is cute and hammers home the much debated topic of what defines a real computer. In the same sense, a Surface Go is not a real computer because it cannot do what more powerful computers– Windows 10, macOS, or Linux PCs– can do.
Trust me, folks. A Microsoft Surface Go, sans keyboard, is is a lousy tablet, and about as anemic a personal computer you can buy (except a Chromebook).
The question I ask is simple.
Why does Microsoft feel the need to distort reality, live in the gutter and wallow in the sewer? Perhaps for the same reason Samsung uses professional stock photos to highlight the Galaxy smartphone’s camera instead of real photos from the camera.
The conclusion I make is simple.
Technology companies that distort reality so obviously and so blatantly should be called out for what they are. Lame gutter dwellers and sewer swilling shills without regard for their customer’s intelligence.