Microsoft is out today with a humorous new ad for the company’s Windows 8 tablet platform. The ad pits an ASUS tablet (the 10.1-inch VivoTab Smart) against the fourth generation iPad and uses Apple’s Siri digital assistant to highlight the more advanced capabilities of the Windows platform.
In order, Siri informs the viewer that the iPad can’t “update like that,” showcasing Windows’ live tiles on the Start Screen; can only “do one thing at a time,” referring to Windows’ ability to run two apps side-by-side; and can’t run PowerPoint, a shot at what is perceived to be a lack of quality office productivity applications on iOS.
The ad ends with Siri dejectedly asking if the two tablets could “just play Chopsticks,” an allusion to an iPad commercial from late 2012 (embedded below).
Microsoft’s ad also prominently highlights the price difference between the two devices, showing that a 64GB Wi-Fi iPad costs $699 while the 64GB VivoTab Smart costs only $449. The ad fails to mention, however, that the full-sized iPad starts at $499 for a 16GB model, while the iPad mini starts at $329. While capacity is an important factor for comparisons, it’s likely that many purchasers deciding between the platforms will consider it as secondary to functionality and user experience.
Apple’s current generation of iPad was released in November 2012. A major update to the product is expected for this fall, and will bring a slimmer and lighter design alongside the usual performance improvements. Windows tablets launched with the release of Windows 8 last October. They are offered in both ARM-based “RT” and x86-based “Windows 8” configurations. Microsoft is scheduled to release Windows 8.1 (codenamed “Blue”) later this year, which will bring improved support for smaller tablet devices.
