Microsoft launched an advertisement today that directly compares the Surface Pro 7 with Apple’s iPad Pro. This is also a continuation of the Surface Pro 7 and MacBook advertising campaigns launched in January. The ad focused on the tripod of the Surface Pro 7, pointing out that the iPad does not have a built-in tripod, and saying that the keyboard of the iPad Pro is “a lot heavier” than the Surface.
From the interface point of view, Microsoft pointed out that the iPad Pro has only one USB-C interface, while the Surface Pro 7 has multiple available interfaces. “Do you want to be this person?” said the actor in the ad, holding up the iPad connected to the docking station.
“The iPad Pro is just a tablet,” the actor added, “A surface is a complete machine and a tablet.” The advertisement finally pointed out the price of the iPad Pro smart keyboard. The price of the 12.9-inch model is $1,348 (999 USD + 349 USD keyboard). Microsoft’s Surface Pro 7 starts at $750, and Microsoft said the version used in the ad is $880, which includes the cost of the keyboard.
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Microsoft’s previous Surface Pro 7 advertisements compared this tablet with the MacBook Pro, compared the touch screen with the Touch Bar, and called the Surface Pro a “better gaming device than the MacBook Pro”.
Microsoft often likes to position its Surface series as a tablet/computer experience that Apple can’t compete with. Intel has also been claiming in its ongoing anti-Mac advertising campaigns that transformable computers based on touch screens are better than Apple’s M1 Mac.
Apple executives have always stated that they have no plans to combine the Mac and iPad product lines. Apple’s engineering director Craig Federighi said in November that Apple did not launch a touch-screen Mac. plan.
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