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Microsoft ad attacks the 'BackBook' that's definitely not a MacBook

Macbook Pro Touch Bar Hero
Macbook Pro Touch Bar Hero (Image credit: Windows Central)

What you need to know

  • A recent ad from Microsoft compares the Surface Pro and the MacBook.
  • The ad highlights the flexible 2-in-1 form factor of the Surface Pro.
  • The MacBook is called the "BackBook" within the ad.

We've seen a few ads calling out Apple's MacBooks over the last couple of weeks. Intel launched a video campaign and a dedicated website comparing Intel-powered PCs to Apple's M1 MacBooks. Now, Microsoft is getting in on the fun with an ad comparing the Surface Pro to the M̶a̶c̶B̶o̶o̶k̶ "BackBook."

Okay, so the ad technically is comparing the Surface Pro to the "BackBook," but it's clearly referring to a MacBook. The ad, which was shared on Twitter by Microsoft India, highlights how the Surface Pro can detach from its keyboard and be used flexibly while the MacBook cannot.

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This is a normal comparison between the Surface Pro and the MacBook, which, to be honest, don't directly compete with each other. While their target audiences might overlap some, the Surface Pro is a flexible 2-in-1 while the MacBook is a traditional clamshell laptop.

The Surface Laptop 3 vs MacBook Pro is a better comparison, as they're both clamshell laptops. Another apt comparison is the iPad Pro 2020 vs. Surface Pro 7 as both of them are 2-in-1s.

Sean Endicott is the news writer for Windows Central. If it runs Windows, is made by Microsoft, or has anything to do with either, he's on it. Sean's been with Windows Central since 2017 and is also our resident app expert. If you have a news tip or an app to review, hit him up at sean.endicott@futurenet.com.

4 Comments
  • Kind of a silly ad when you consider Microsoft followed up the Surface Pro with the Surface Book, which acts more like a laptop, then followed with the Surface Book, which is just a clamshell laptop that basically slaps the idea of Surface's innovation in the face to copy the Macbook form factor. In fact, the Surface Laptop's the only one to get AMD processors and it's generally had more hardware and design improvements, as opposed to the Surface Pro (and Book). I've never like the Surface Laptop, for the same reason the ad tries to discredit the Macbook (I wonder if they realize they're talking down to their own Surface Laptops with the ad). It backtracked from Microsoft's idea of being a market leader and showing OEMs the way of the future. The Surface Pen support seemed silly when it's a rigid clamshell that limits writing/drawing to the uncomfortable, upright angles of a laptop. I really wish MS would give the Surface Laptop a 360 degree hinge and get back to being a market leader with their devices, but they seem to prefer to live as a barely progressing luxury brand these days, at least with their Windows-based devices.
  • Hmm ok but the surface laptop is targeted to the exact opposite market... it's "low" price student school crowd that is suppose to buy that form factor not exactly the macbook pro market so the ad gets even more accurate in that view... that the macbook is old crap and we make one so people that can't afford or don't want the expensive cool stuff can buy.... Don't see how it makes the ad sully... quite the opposite in fact.
  • The UGLY-AS-HELL bezels on the Surface Pro 7 just make it look so not 2020 forward, it reminds me of Surface RT. I would never.
  • Good i find the round shape of apple ugly so i guess i'm fine with surface...