The truth about Apple's new iPad ads, Microsoft Surface and Windows

Decreased popularity notwithstanding, there's no arguing that Apple has made many technologies introduced by other companies into commercial successes. For instance, Microsoft beat Apple to market with a smartphone platform, but Apple beat Microsoft's mobile efforts to a pulp with the success of the iPhone. Early Windows tablets preceded Apple's 2010 iPad to market by years. However, Apple more than made up for its late entry, as the iPad defined the tablet computer for both consumers and businesses, and year after year outsold most other tablet manufacturers.

In 2017 the iPad is still successful but declining share and consumers' choices of alternative devices indicate that its influence is not what it used to be. A barrage of recently-released iPad ads ahead of the tablets spring refresh suggests that Cupertino recognizes the threat its competition poses. Apple is, therefore, trying to position the iPad as a superior choice to Microsoft's evolving vision for mobility and the PC.

Unlike the Mac-versus-PC ads of years past, however, this attempt by Apple may not be as impactful as the company hopes.

You see, Microsoft is cool now. Windows 10 has an appealing set of evolving features such as Paint 3D, Windows Holographic and Xbox game streaming.

Furthermore, the Surface Studio with the Creators Update (seen in the video above) appeals to Apple's previous target audience: creatives. And Surface inspired 2-in-1s from partners including HP, Lenovo, Dell and Samsung are simply amazing devices that are saturating the market.

Is the iPad untouchable?

Even the blockbuster success of Cupertino's hallowed hardware can't remain untouched by the progress of technology and consumer behavior. As the smartphone got bigger and more powerful, consumers began moving activity previously relegated to their tablets over to their increasingly capable and always connected smartphones, or "phablets." The iPad started taking a hit. Even Apple's own iPhone Plus is guilty of cannibalizing iPad sales.

Competition and innovation offered another blow to Apple's tablet. The sleeping giant that was Microsoft seems to have shaken off the dust and some of the lethargy that has kept it a step behind others in recent years. After two failed attempts, the Surface Pro 3 finally changed the game for Microsoft as well as the concept of a tablet for the industry. Today's 2-in-1s have been embraced by Microsoft partners, and more importantly consumers, and have therefore been emulated by its rivals.

Apple execs who previously scoffed at the idea of a tablet that is also a laptop have not only embraced the idea but have introduced their take on it as if it's an original thought. But that's what Apple (and honestly most companies) does. Apple's success in smartphones and initial success in tablets was the result of its consistently applied strategy of taking what others have pioneered, refining it, marketing it to the max, and thereby winning mindshare and the market.

Apple now sees the value in emulating 2-in-1s.

With the evolution of the tablet toward 2-in-1s and greater productivity, thanks to Microsoft, Apple has seen the need to recast the iPad's image away from a strictly slate-shaped consumption device to a productivity device where a keyboard, an eraser-less pencil and Microsoft services such as Office are increasingly important.

Let's take a look at the defensive positioning of the iPad as Apple executes a proactive, ad-driven offensive against Windows 10 2-in-1s and the ARM-based cellular PCs coming later this year.

No PC viruses on iPad, but other dangers may lurk

This first ad highlights the fact that the iPad, which is not a PC, does not get PC viruses. The claim states the obvious but is also somewhat misleading. The spirit of the message is that the iPad Pro is safe from external threats such as malicious code. Given the sandboxed nature of iOS, the system is admittedly very secure, but history reveals that even its walled garden is prone to unwanted weeds.

In 2015 300 apps were purged from the App Store due to an infection that allowed hackers to send fake alerts and steal passwords. Though iOS is relatively secure this was not the only compromise the platform suffered during the years. No, iOS does not get PC viruses, but consumers should still be wary of potential threats that may compromise their systems.

No PC viruses but compromised apps have been an issue.

Furthermore, consumers should be aware of Microsoft's current strategy to make Windows even more secure. Redmond's Universal Windows Platform (UWP) strategy allows developers to convert existing x86 Win32 programs to full UWP Store apps via project Centennial. Developers are also encouraged to convert iOS and web apps to Store apps via the other app Bridges and to bring new apps directly to the UWP. Like iOS apps, Store apps are inherently more secure and sandboxed against malicious code.

Finally, Windows 10 Cloud, a version of Windows which will likely be found on many tablets and 2-in-1s, will allow users to permit only the more secure Store apps, excluding Win32 apps (unless converted to UWP via Project Centennial) from the OS.

Better than a computer? Really?

In the new iPad ad, the narrator responds that the iPad Pro isn't a computer when the consumer claims that the iPad isn't even close to being a computer. The narrator proceeds to claim that the iPad Pro is better than a computer. These are odd assertions given that just six months ago, in August 2016, Apple released the following ad claiming the iPad Pro is indeed a computer:

The narrator states:

"Just when you think you know what a computer is, you see a keyboard that can just get out of the way. And a screen you can touch and even write on. When you see a computer that can do all that, it might just make you wonder, 'Hey, what else can it do?'

Clearly, Apple has pivoted regarding its iPad Pro computer claims. Frankly, in response to the question, the ad's narrator leaves us with, the "it's-a-computer" claims are easily challenged, as seen in this rebuttal from Microsoft:

Make up your mind Apple. Is it a computer or not?

Apple's original "it's-a-computer" messaging left too much room for comparisons to actual computers where the iPad ultimately fell short. For instance, the iPad Pro does not have micro-SD expansion slots or USB ports. These are two basic features consumers are accustomed to having as part of their computers.

Surface did it first, and Surface does it better

Furthermore, though iOS now has split screen capabilities, the extent to which one can use multiple Windows simultaneously as one can on a Windows computer cannot be facilitated on an iPad Pro. Additionally, this tablet-that-used-to-be-called-a-computer doesn't even support a mouse or trackpad.

Moreover, the 2016 iPad Pro ad touting a keyboard that gets out of the way and a screen that can be touched and written on, debuted in the wake of the successful fourth-generation Surface, a four-year-old line of Microsoft 2-in-1s Apple is clearly emulating. The Surface, which introduced all of those features four years earlier, actually succeeded in inspiring a market deluge of 2-in-1s. Apple clearly wants the iPad to benefit from the success of this Microsoft-inspired category.

Finally, though Apple bragged about the ability to write on the iPad's screen, inking is a deeply integrated feature of Windows 10. Users can write on sticky notes and an assortment of other apps and workspaces, and even on web pages. Unlike the $99 Apple Pencil (opens in new tab), the Surface Pen has an eraser and (valued at $59) is included with the Surface.

Don't hunt for Wi-Fi, cellular PCs cometh

The above ad highlights the iPad Pro's very convenient, always connected LTE feature (on the higher priced model). Though infrequently implemented, integrated LTE connectivity is not without precedence in Windows PCs and tablets (though attaching high-speed peripherals is also an option). That's about to change. Microsoft recently announced that full Windows 10 is coming to ARM-based Qualcomm processors. This innovation sets the stage for always-connected, lightweight, power-efficient cellular PCs in the form of laptops, tablets and 2-in-1s.

Its manufacturing partners will begin bringing these devices to market later this year. Consumers will be able to purchase cellular data for these devices directly from the Microsoft Store.

Apple, which is certainly aware of this potential market deluge of cellular PCs, saw a need to highlight the LTE connectivity in the higher-end iPad Pro. You can't blame the company. Cellular PCs are a threat to the iPad Pro. Windows Chief Terry Myerson elaborates in the video below:

Cellular PCs will have the full power and versatility of Windows 10 PCs. Microsoft demonstrated Windows on ARM's ability to support intensive processes such as gaming, full Office and Photoshop. Moreover, Qualcomm's Executive Vice President Christiano Armon foresees high-performance and high-efficiency, all-day computing with these new devices. Rich multimedia, GB-level LTE 5G speeds, and best-in-class Wi-Fi are also expected on these highly portable, fanless devices per Armon.

Established smartphone ecosystems can be leveraged to benefit cellular PC investments.

When he addressed the manufacturers at WinHEC 2016 Armon advised them that the ecosystems they've established in smartphones could be leveraged to benefit cellular PC investments. He further expressed that Qualcomm's and Microsoft's cellular PC goals are to redefine computing devices. Given that statement, it will be interesting to see if these partnerships eventually lead to telephony-enabled ultramobile PCs.

If not, consumers looking for an always connected productivity tablet should still be aware that the full power and versatility of Windows PCs will be arriving on lightweight, power-efficient ARM-based devices later this year.

They needn't settle for the tablet-that-used-to-be-called-a-computer. But if they want to, Microsoft has a presence on iOS.

Do more with Word

The above ad highlights the fact that Word and Microsoft Office are the industry's standards for productivity. The consumer in this ad, like most consumers, wants Microsoft Office regardless of the platform they use. Apple conceded this point by not highlighting its iWorks productivity suite in the ad nor during the introduction of the iPad Pro on stage in 2015.

Corporate Vice President for Microsoft Office Kirk Koenigsbaur was actually called on stage at that Apple event to demonstrate Office on the iPad, as seen in the video below:

Of course, Windows PCs have both the Mobile versions of Office, as well as the full-feature version. Moreover, just as with the iPad version, users can draw on Word on a PC. In line with Microsoft CEO Satya Nadella's "best on Windows" vision, Microsoft's Devices Chief Panos Panay said, in relation to the Surface Pro 4, "There's no product on the planet that runs Office and OneNote as well as this product."

Microsoft is bringing Office to the UWP.

In a long-awaited step to "modernizing" its Office Suite, Microsoft is expected to convert the Office Suite to Store apps this year. This will bring with it the benefits inherent to Universal Windows apps.

Speaking of apps, I would be disingenuous if I didn't mention the advantage the iPad has in this area.

Tim Cook stated, "The iPad is the clearest expression of our vision for the future of personal computing. A simple multi-touch piece of glass that instantly transforms into virtually anything that you want it to be." That's a great vision, and the App Store has the apps to support it. The Windows Store has about 600,000 touch-friendly apps. The App Store has more than twice that number.

Still, per Microsoft's Panay, UWP has the critical support from developers of apps such as Lightroom, Photoshop, Illustrator, DrawBoard, Bitwig and StaffPad (among others), as he expounds on in the video below:

Microsoft Surface, 2-in-1s have iPad on the defensive

It's clear from Apple's new ads that the company is marketing the device-that-used-to-market-itself, from a defensive position. This uncharacteristic approach contrasts Cupertino's more recent campaigns that focus on what an Apple product is or does rather than taking subtle digs at the competition through thinly-veiled comparisons.

If Apple were pitting itself against the old stodgy Microsoft, these ads might have a greater impact.

But this is the Microsoft that puts the power to create and manipulate 3D objects in the hands of children and adults.

This is the Microsoft that is leading the industry in mixed reality with its Windows Holographic platform and HoloLens.

This is the Microsoft that brought streaming Xbox gaming to PCs and VR.

This is no longer the Microsoft of boring, beige desktop PCs. This is the Microsoft that gave the world the category-defining Surface, Surface Book and Surface Studio. The Surface Book video below still gets me. It's just so cool.

Maybe Apple would have been better served not to take digs at Microsoft and Windows PCs in its new iPad ads. Everybody knows (or should know) it's not a good idea to pick a fight with the cool kid.

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Jason L Ward is a columnist at Windows Central. He provides unique big picture analysis of the complex world of Microsoft. Jason takes the small clues and gives you an insightful big picture perspective through storytelling that you won't find *anywhere* else. Seriously, this dude thinks outside the box. Follow him on Twitter at @JLTechWord. He's doing the "write" thing!

145 Comments
  • Thanks for reading folks! We can't argue with Apple impact in defining both the consumer smartphone or the tablet space. Microsoft though it's "phone" efforts leave much to ne desired, their "retaliation" in the tablet space has led to much be be admired as even competitors a re mimic9 thier category-defining🙂 Apple's new iPad pro ads, I feel take shots at the PC and Windows which doesn't take into account the transformation Microsoft has undergone and the change that Windows 10 and the Surface has brought to the industry that Microsoft partners have taken advantage of. As this piece points out, there a many very visible holes in Apple's iPad ad barrage. Apple may have been wiser to remain consistent with a marketing approach that focused on the iPad and iOS rather than making comparisons that may be outdated, inaccurate or clearly misleading. If you folks know of anyone trying to decide between an iPad or PC, or just anyone you feel could benefit from this information in as a counterbalance to Apple's marketing machine, share this piece liberally. So what are your thoughts folks? LET'S TALK!!!
  • I don't know anyone trying to decide between an iPad and a PC or Mac. They don't have the same use case, especially in business. It is like comparing a Ford Ranger to an F250. They are not cross shopped. If you are looking at F250s, the Ranger isn't a consideration. Even if Ford made a Ranger Pro, it still wouldn't be comparable, it would still be a Ranger with slightly more utility. The iPad Pro isn't a professional device no matter what Apple thinks. It does not compete with the Surface or Macs. As you mention in the article, it competes more with the iPhone+ and other phablets. Maybe someday in the future it will become a PC replacement, but I don't see it today.
  • If Apple really wanted to try and get a "PC Replacement" they lack a serious part. You cannot upgrade Macs with state of the art hardware to do a major thing Windows can.....Hardcore Gaming.
  • Agreed, however Apple seems to be or seemed to be selling their iPad Pro as a desktop replacement hoping the sheep will come.
  • The Ranger/F250 cross-shopping analogy is on point. I wish I could upvote your post even more.     
  • Quite solid indeed, however wouldn't the F250/Chevy S-10 or Chevy Colorado work better in this case?  You know, different companies?
  • Yeah, I don't know that Ford even makes the Ranger anymore.
  • Not currently. Coming back for MY19.
  • They absolutely still make the Ford Ranger. Just not sold in the US.  
  • Ford doesn't want to lose that F150 #1 selling pickup in US by cannibalizing sales with a new Ranger.
  • They stopped selling the Ranger because the small pickup market dried up. GM brought the Colorado and Canyon out and the sales have been doing quite well. Ford is bringing back the Ranger next year to get a product in the market to compete with GM, Toyota, and Nissan.
  • Nice analogy.
  • I know people who will ONLY buy Apple, so the iPad Pro is a professional device for them.
  • I know those people as well. They have MacBook Pros and their iPad is for simple tasks like surfing or media consumption.
  • I'm feeling this too. No one is deciding between an iPad or a full laptop. The comparison doesn't work. Sure an iPad Pro can do some of the things a full PC can... but it's not a full PC. It never will be without ports, memory card readers, a proper file system and the ability to multitask more than a tiny stripe of a select app along the corner of the screen etc. Apple can position the iPad as a PC device however they want but it's incredibly misleading. If anything this just highlights the fact that Microsoft has probably made the right decision by traveling the hard parth earlier, profiting by ending up on the superior path down the line. By pushing Windows Phone to the side and focusing on making Windows 10 universal everywhere (then making it compatible with ARM) they've positioned themselves to conquer multiple formats... and it finally works. The vision is slowly coming together.   Unless Apple is able to create an environment that can match Windows same-but-different versatility across multiple form factors they're going to find themselves playing the unfortunate game of catch-up for several years to come. As Microsoft's shown this path takes years to travel, not months. Even Google is at least taking the threat seriously and working on Fuschia as future alternative. Apple is reacting like a stick in the mud. I love my iPhone, and I honestly feel it's the one thing Apple has got just right, but time is going to pass it by. Sooner rather than later from the looks of it :(
  • It hasn't been proven that an all-in-one OS is the best approach. Microsoft is betting on that idea and Google has been working toward a similar future, but it isn't a guaranteed success. There is an argument to be made for targeted systems.
  • I think in Microsoft's vision of one OS the idea of a targeted system is thrown out of the window (pun intended), in this vision it wouldn't matter if you were looking at any size screen or no screen at all, touch or non, the OS would fit that space and your needs. The only limit would effectively be how you use your devices. for example, if you still think that your phone is only supposed to make phone calls and text messages (that's all you'll use it for), and if you only use your tablet to watch some videos and read books (that's all you'll use it for) but in Microsoft vision there is no phone, tablet or PC... there is just a 5in - ∞ space to work, play and communicate.
  • Spot on.
  • I was expecting a toaster/refrigerator part
  • I actually thought about adding that line. 🙂
  • I love your articles Jason
  • Agreed, probably my favorite writer on WC.
  • Thanks for the support Dradzk!😎👍🏿
  • Thanks Hacer!😎
  • In response to an earlier article I saw someone comment that all of Jason Ward's articles beat the same drum. I dismissed it. Now I can't. They really are all variations on a theme. Two things stand out as odd in the first half of the article: "Microsoft is cool now" Huh? Since when? Perhaps to you but I would guage "cool" as perceived by the youth of today and they certainly are not flocking to the hallowed halls of Microsoft. iOS and Android have them locked up (I've polled the teenagers and twentysomethings I worked with) and in a way that must unsettle Microsoft. The portable OSes are locking these future adults into a Google-Apple universe. People on iPhones are invested in the iOS ecosystem. Messages, files, photos, contacts, everything is seamlessly transferred between iOS devices. Google is working on creating a similar experience for Android. Microsoft has lost that entire demographic, and, it's going to take something more than a touch screen running Windows to fix that. 2. "Apple's success in smartphones and initial success in tablets was the result of its consistently applied strategy of taking what others have pioneered, refining it, marketing it to the max, and thereby winning mindshare and the market" Yes, they are masters of taking ideas and bringing them to market, but, it's not their marketing that's key. Its the usability of the devices that they produce that make the difference. iPhone became a hit because it worked. It "just worked". Charge the battery. Insert the SIM card. Turn it on. Take pictures, make phone calls, run applications on a portable screen. No special training required. In fact, it was so simple, no instructions were necessary. The simplicity was what made it revolutionary. I now am largely a Windows user, yet, I still see the difference that Apple's approach to user interfaces makes. Their focus is on simple power. That's what Apple's market niche has been. They've also cultivated a premium reputation--that is marketing, yes (insofar as you can call a pricing strategy marketing). But, it's not the reason iPad and iPhone succeeded. They succeeded on the strength of what they offered and what the competition did not offer. PS I must commend Jason for writing clickbait. He's good at it.
  • "[Apple's] focus is on simple power" They look at what people need to do 90% of the time and make sure that the best defaults and best behaviours are chosen. For the remaining 10% they focus their efforts on providing access to the most useful of the obscure features, or, provide a way to access the obscurity. Microsoft's approach has been subtly different. They focus their efforts on giving people access to 95% of what they do but don't particularly worry about choosing the best defaults or giving the best software experience. And, they completely drop the ball on the remaining 5%. Now, that's how I would sum up their historical approach to OS (paradoxically they were perceived as giving users lots of flexibility in their software when they actually made it very hard to make useful changes while Apple was perceived as the mickey mouse OS (I'm talking 2000-2010) but in fact Apple's OS allowed users to make any change they wanted). Microsoft has been changing gears, but, largely because they're now on the defensive after having botched Windows 8. Their reputation was heavily damaged by their introduction of a good tablet OS for the wrong paradigm. Now, with Windows 10 they've done the opposite (it's like they can't learn from past mistakes). Now they've taken the desktop OS and put it on the tablet. In many ways Apple has been wise to keep their tablet OS separate from the desktop OS. The paradigms are profoundly different. What's interesting about all of this that Apple still is the dominant tablet OS, despite the fact that they're not a software company. Their $$$ come from hardware sales, not software sales. Though, it's also interesting to see Microsoft enter the hardware market. They lost lots of $$$ on XBox, the Zune was a compete flop. Even the Surface wasn't particularly hot. Hopefully this all keeps going. No one manufacturer should own the roost. What I'd love to see is Windows lose more marketshare to Apple (or to another desktop OS) but I don't see that happening. The desktop paradigm has had its day and future developments will come from the mobile sphere and luckily there is no one dominant player in that sphere anymore.
  •   From a user persective the debate is completelydifernet from the tech or enterprise user 1. pricing. Apple is looking at the high-end user and the dick who wants to spend money he/she doesn't have to tech he/she doesn't need. You would be hard pressed to find an Android device that can't do the same as a iphone for half the cash. WP made the mistake of not targeting their devices correctly. I have used the three, and as a phone WP is still the best experience. Live tiles is a killer. The notification systems on iphone and Android are horrible and the constant update on Android drives me crazy. They still haven't got beyond the win3.11 screen icon system! 2. Usability. The walled-garden obssession will ultimately be Apple's downfall. They won't be able attract people outsde their bubble by the refusal to engage with existing tech. The average joe wants to use what he has now, the idea of having to buy bluetooth headphones when he can't use the supermarket ones he has now is a bummer. Apple dispise him. He is not their avatar. USBsticks, sd cards, etc. Apple: "What are they?" 3. Data: Most people have small data plans because data is still expensive. Apple's strategy is you be online saving and storing on the cloud, which costs data. Pictures and apps are ever larger. Unless there is a leap in the memory capactiy on Apple devices, people will fill up their storage very quickly. Have a look at how many iphones/ipads are the 16gb version. It will ultimately drive them to a system that offers them external storage upgrades, probably Android. 4. Sales. A simple internet search debunks the dominate sales pitch. https://www.statista.com/statistics/276635/market-share-held-by-tablet-v... http://www.iclarified.com/images/news/54990/262162/262162-640.jpg There are thousands of examples. The computer space today is not thanks to Apple, but to companies like MS or Google who have looked at the average consumer, not one with more money than sense. Bill Gates said, he wanted to see a PC in every house and make computers systems the grandad could use.  That was never Apple's idea.
  • Hi Ed to your first point,
    1. The accusation in the other piece was that I write about Windows phone and the strategy around that too much. To which I supplied this link: www.windowscentral.com/author/jason-ward where you will find an assortment of articles cover topics from Quantum computing. Hardware strategies, Cortana, AI and bots, interviews with MS employees and much more.
    2. To your second point you pasted an excerpt from what I wrote, "Apple's success in mobile and initial success in tablets was a result of its consistently applied strategy of taking what other companies pioneered, **refining it**, marketing it to the max and thereby winning mindshare and the market."
    You then focus your commentary on one clause of the entire phrase that I wrote to which I attributed their success "marketing it to the max." To be fair you copied and pasted much more than that single clause, so it seems you either missed that each clause in that statement had value as to what I considered to be strengths Apple brought to the table that engendered thier success:
    1. Copying,
    2. Refining
    3. Marketing
    Or you had a particular perspective you hoped to push forward and intentionally ignored the full context of what I put forth. I'm inclined to believe it was the former and not the latter.🙂
    1. I feel that Apple's allowing others to pioneer and make the mistakes, something I've stated in another article is a strong part of their strategy. It saves them resources AND negative press and market perception because they don't make the public missteps' more pioneering company's endure.
    2. They then ***refine***, the part you overlooked, where they take the technology and tailor it for the market. You described in detail what I surmised in that statement. So we do not disagree. Maybe you read past that part so fast you didn't catch the gist of what I was saying.🙂
    3. Then of course they market what they've copied(not in all instances but for the sake of this discussion), and refined.
    To your accusation that I write clickbait, you couldn't be more wrong. An author of clickbait articles has little or no concern as to the content of what he submits to readers, it's not thoughtful, insightful and offers no alternative view to what may be the prevailing or popular perspective because he/she is simply seeking clicks.
    You may not agree with my thesis, but I think any objective and honest reader would be hard pressed to claim my work is not thoughtful, or insightful or does not offer original perspective that may not be consistent with what most others write. I write with a sincere passion and integrity to communicate a perspective. Reread each word of this and other articles, look at the content and claims, the choice and placement of each picture, video, gif and quote.
    If I cared only for the click, I would not spend the time, energy and effort to present not only waht I assert is thoughtful content, but the presentation of that content would not be thoughtfully laid out.
    I challenge you to do a search on "new iPad ads" in Bing or Google and compare how I have covered and analyzed the subject compared to others. How many others went beyond simple commentary on the videos and challenged Apple's claims in the depth I did and then went beyond and brought in the larger context of cellular PCs, Microsoft's innovative investments that make it a more compelling company than it was years ago. How many incorporated the implications of the UWP and Window 10 Cloud, and more.
    When you find that few or any covered it in the depth in which I did nor articulated nor presented in the scope and manner in which I did you may not come back and admit that my work is not clickbait, but internally I believe you will, if you're honest, acknowledge that it clearly is not. Thanks for remaining a reader.
    So before you go and do the "new iPad ads" search read this again so this article is fresh in your mind as you compare it to what you find. 🙂
  • A reputation for well thought out content = click bait that works! Keep it up Jason.
  • Jason, WC would not be my primary source for my favorite platform without your well-thought and carefully researched articles. Loved the series you did on Windows Phone is not dead, the visionary articles on Microsoft's plans for the next several years, and articles like this that remind us why we love Windows. Thank you so much
  • Thanks dalydose and Zachary🙂
  • Apple is good at separation of money from stupid people. They are good at selling expensive things that break easy and making anyone stupid enough to buy their products have to spend more money on apps (which is where Apple now makes most of it's money) after buying their over priced phones. Kids don't know anymore what is cool, they have to be told. What made Apple cool back when was the use of their computers by pros. Back when you needed a recording program Apple was the one to go to, but now it's not so. If you are recording music or art Apple is the last thing you need. It's artist that defined cool and that who Microsoft is now going after. Apple is trying to build a flock.
  • This is true. Most of the smaller film makers that I know have switched to Windows based products. With business, Microsoft has a lock on legacy companies as they will want their data to be transferred with the least fuss as and when they change OS, Server etc.
  • Double Post
  • Hey Jason! Great article, I really liked it. I've been following this site a lot recently. In fact your article got me to register in order to share my thoughts. I agree with A LOT of what you wrote...but I really wanted to share something. Surface products aren't great. I had a Surface Book with the Nvidia 940m GPU for about a year. Here is why the prodcut didn't satisfy me: The screen. Ok, yes...it is a beautiful and perfectly functional screen don't get me wrong. But it is SO REFLECTIVE I could use it as a bathroom mirror (Just like the Surface Studio screen). The colors are just beyond what most LCD panels offer...but be it at airports or any place other outdoors the experience was terrible because of its reflectivity. The aspect ratio. It's AMAZING, seriously...3:2 is just incredibly useful and makes it for me the best one for laptops. Yes it had the problem of inbalance because of how top heavy this makes it but while annoying I didn't mind it much. The problem with it for me was that it made any gaming experience terrible. Ok maybe it was the driver's fault...but for the full year the thing would crash from trying to play games like Bastion or Binding of Isaac...not exactly demanding titles. And most other games like Overwatch would always have some problem with how they display the image, it just didn't like right. The exterior design. For the most part perfect, brilliant selection of ports. Except...why would you put the headphone jack on the top right corner of the screen instead of the bottom. Makes NO SENSE, you end up with your headphones' cord getting in the way BIG TIME, try to picture it. How can a product be under development by such a prominent company yet get something so baffingly simple WRONG? Software. Lots of trouble often with how the resolution of 3000 x 2000 scales programs. I don't think any excuse can be valid here given the great job Apple has done here with its retina Macbooks in MacOS. But I have to admit, Windows 10 gets A LOT right. I don't think I have to elaborate on that in this site :) . Often enough you would get into a mess when trying to use it as a tablet. Not exactly Microsoft's fault since Hearthstone isn't a UWP app but proves that it is a terrible tablet when out of that ecosystem. Surface Pen. I don't get it...why is it acclaimed by some? It's terrible, it just never felt great to me. To the point past the first week I took the battery out of the pen and store it in the box. Other issues. There were 2 occasions when the Surface overheated to the point it hurt to the touch. The worrisome part is I was doing NOTHING in both accasions, I simply found it burning hot in the morning when pulling it out of my backpack. Other good things. The battery life was amazing, on par or beyond any Macbook. When I could game without facing crashes or image oddities it did a fairly decent job at it. Windows 10 is much better than I credit it, I know I already touched on this but I'm doubling on it here, it is GOOOOOOOD <3 In the end...I thought it was a "kinda good" device. The thing is...you deserve a GREAT device when paying $1,900.00 . I think most people are much better off getting any iPad (if they want a tablet) and/or whatever regular laptop they prefer as I never got any enjoyment out of the Surface Book's tablet experience. I'm sorry for writing a rant review...but I wanted to explain in detail why I think Surface devices aren't great