Close
  • Latest News
  • Artificial Intelligence
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
Read Down
Sign in
Close
Welcome!Log into your account
Forgot your password?
Read Down
Password recovery
Recover your password
Close
Search
Logo
Logo
  • Latest News
  • Artificial Intelligence
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
More
    Home Applications
    • Applications
    • Mobile

    Microsoft Rekindles Rivalry With Anti-iPad Ad Featuring Siri

    By
    Pedro Hernandez
    -
    May 24, 2013
    Share
    Facebook
    Twitter
    Linkedin

      Microsoft has unleashed a new Windows 8 ad, and this time there’s no question about which big rival the company is gunning for.

      The spot, called “Windows 8: Less talking, more doing,” depicts Apple’s iPad and an Asus VivoTab Smart tablet running Windows 8. Immediately, the contrast between the iPad’s static, icon-packed screen and Windows 8’s self-updating Live Tiles is emphasized.

      Siri laments, “Sorry, I don’t update like that.”

      As the market leader in computing slates, Apple clearly makes a big target. However, Microsoft’s latest ad indicates that the company is beginning to heed the calls of analysts, many of whom have come away unimpressed with Windows 8’s impact on PC and mobile device sales.

      The ad is also notable for pitting a non-Windows RT tablet against the iPad. Asus’ VivoTab Smart tablet runs the full version of Windows 8 on a dual-core Intel Atom processor.

      IDC Research Director Tom Mainelli attributed Surface’s tepid sales to the Windows RT version that runs on chips based on ARM’s microarchitecture. “Microsoft’s decision to push two different tablet operating systems, Windows 8 and Windows RT, has yielded poor results in the market so far,” said Mainelli in a statement.

      “Consumers aren’t buying Windows RT’s value proposition, and long term we think Microsoft and its partners would be better served by focusing their attention on improving Windows 8,” added Mainelli.

      Microsoft’s ad clearly focuses on Windows 8 by drawing a sharper distinction between its operating system and Apple’s iOS. And it uses one of the iPad’s most recognizable features, Siri, to make its case.

      In a glaring knock against the iPad’s limited multitasking capabilities, Siri says, “I’m sorry, I can only do one thing at a time,” as the VivoTab Smart user “snaps” Outlook and drills down the contact list as a video runs alongside.

      Siri follows up by saying, “I guess PowerPoint isn’t one of those things.” Meanwhile, the user deftly manipulates PowerPoint on the Windows 8 tablet. Unsurprisingly, the iPad experience falls short. It should be noted that Microsoft has not released native Office apps for iOS, a $2.5 billion missed opportunity, according to Morgan Stanley analyst Adam Holt.

      Toward the end of the video, Siri gives up and suggests that the user join her in playing the beginner piano melody “Chopsticks,” a clear riff on an early iPad Mini commercial.

      Microsoft isn’t only relying on jabs and not-so-subtle humor to stick it to the iPad. The company is also competing on price.

      On May 7, Microsoft Chief Marketing Officer and Chief Financial Officer Tami Reller announced that her company had sold 100 million Windows 8 licenses. Asserting that the shift to mobile hadn’t caught Microsoft off-guard, she added that the company planned to keep the momentum going with lower-cost devices. “These new PCs are hitting the market now and into the back-to-school season, and they are more affordable than ever,” she said.

      Before the video ends, the 64GB Windows 8 tablet is shown to have a price tag of $449 versus $699 for a comparable iPad.

      Pedro Hernandez
      Pedro Hernandez is a contributor to eWEEK and the IT Business Edge Network, the network for technology professionals. Previously, he served as a managing editor for the Internet.com network of IT-related websites and as the Green IT curator for GigaOM Pro.
      Get the Free Newsletter!
      Subscribe to Daily Tech Insider for top news, trends & analysis
      This email address is invalid.
      Get the Free Newsletter!
      Subscribe to Daily Tech Insider for top news, trends & analysis
      This email address is invalid.

      MOST POPULAR ARTICLES

      Latest News

      Zeus Kerravala on Networking: Multicloud, 5G, and...

      James Maguire - December 16, 2022 0
      I spoke with Zeus Kerravala, industry analyst at ZK Research, about the rapid changes in enterprise networking, as tech advances and digital transformation prompt...
      Read more
      Applications

      Datadog President Amit Agarwal on Trends in...

      James Maguire - November 11, 2022 0
      I spoke with Amit Agarwal, President of Datadog, about infrastructure observability, from current trends to key challenges to the future of this rapidly growing...
      Read more
      Applications

      Kyndryl’s Nicolas Sekkaki on Handling AI and...

      James Maguire - November 9, 2022 0
      I spoke with Nicolas Sekkaki, Group Practice Leader for Applications, Data and AI at Kyndryl, about how companies can boost both their AI and...
      Read more
      Cloud

      IGEL CEO Jed Ayres on Edge and...

      James Maguire - June 14, 2022 0
      I spoke with Jed Ayres, CEO of IGEL, about the endpoint sector, and an open source OS for the cloud; we also spoke about...
      Read more
      IT Management

      Intuit’s Nhung Ho on AI for the...

      James Maguire - May 13, 2022 0
      I spoke with Nhung Ho, Vice President of AI at Intuit, about adoption of AI in the small and medium-sized business market, and how...
      Read more
      Logo

      eWeek has the latest technology news and analysis, buying guides, and product reviews for IT professionals and technology buyers. The site’s focus is on innovative solutions and covering in-depth technical content. eWeek stays on the cutting edge of technology news and IT trends through interviews and expert analysis. Gain insight from top innovators and thought leaders in the fields of IT, business, enterprise software, startups, and more.

      Facebook
      Linkedin
      RSS
      Twitter
      Youtube

      Advertisers

      Advertise with TechnologyAdvice on eWeek and our other IT-focused platforms.

      Advertise with Us

      Menu

      • About eWeek
      • Subscribe to our Newsletter
      • Latest News

      Our Brands

      • Privacy Policy
      • Terms
      • About
      • Contact
      • Advertise
      • Sitemap
      • California – Do Not Sell My Information

      Property of TechnologyAdvice.
      © 2022 TechnologyAdvice. All Rights Reserved

      Advertiser Disclosure: Some of the products that appear on this site are from companies from which TechnologyAdvice receives compensation. This compensation may impact how and where products appear on this site including, for example, the order in which they appear. TechnologyAdvice does not include all companies or all types of products available in the marketplace.

      ×