Apple Inc. has started to lose market share to Microsoft in the tablet and laptop markets all thanks to the impressive innovation that birthed the Surface Pro tablets and the Surface Book laptop. On Tuesday, Microsoft released a new video ad in which the Surface Pro 4 is branded as the “ultimate laptop” while throwing shades at Apple’s Macbook Air. Microsoft is rubbing its newfound innovative spell in Apple’s face. Of a truth, Apple has practically lost its innovative touch since the demise of Steve Jobs.
New ad pits Surface Pro 4 against Macbook Air
“This one’s got detachable keys. It comes with a pen so you can write as you please. This Mac doesn’t have any of that. It’s less useful, like a hat for your cat. Surface has touch and a beautiful screen. You can see things like they’ve never been seen. This Mac doesn’t quite compare. It’s slower, heavy and a bit square. Fold it in half. Hello when you start. Lighter than air. You can doodle a heart. Yes it’s plain to see. The Surface Pro 4 is made for me.”The words above are the transcript of Microsoft’s new ad comparing the Surface Pro 4 to the Macbook Air. The ad speaks for itself; the Surface Pro 4 is everything that the Macbook Air is not. Microsoft is touting the Surface Pro 4 as the tablet that can replace your laptop and this is not an empty claim as the specs show.
To start with, the Surface Pro is powered by a sixth-gen Intel core processor compared to a fifth-gen core that powers the Macbook Air. The Surface Pro has a 1TB of storage space compared to 512GB in the Macbook Air. Of course, the Surface Pro 4’s 16GB of RAM is twice the 8GB RAM in the MacBook Air. The surface Book is also equipped with a microSD card reader, Mini DisplayPort, and USB 3.0 port.
Apple might lose market share to Microsoft in the professional market
Apple’s Macbooks are usually considered better computers for professional use that the usual run of the mill Windows PCs. However, the Macbook Air is not quite suitable for professionals because it runs Apple iOS. Apple iOS is the same OS that iPhone and iPad runs; hence, the Macbook air can’t work with desktop apps and software.
On the contrary, the Surface Pro 4 runs Windows 10 Pro. With Windows 10 Pro, the Surface Pro 4 can run all desktop programs and still run mobile apps with its continuum mode. Microsoft is not only trying to steal market share from Apple, it is also trying to keep PC users loyal to the Windows ecosystem.
Interestingly, Microsoft’s efforts have started paying dividends while Apple has been losing revenue and market share. For instance, the sales of Apple’s iPad have dropped year-over-year consistently in the last six quarters. In fact, the firm saw a 23% drop in revenue to $4.5B in last quarter. On the other hand, Microsoft’s revenue has more than doubled from its surface line from $400M in Q1 2014 to $888M in Q1 2015.