Microsoft Doesn’t Care that Siri and Bing are BFFs Now: New Ad Matches Dell Tablet Against Siri

Screenshot of Microsoft Dell Tablet Ad - Pinch-to-zoom

Even though Siri and Bing are apparently friends now (Siri in iOS 7 will use Bing as its search co-pilot), Microsoft is not yet ready to call a truce with Apple’s personal assistant. Microsoft has released its second tablet ad, once again using Siri’s voice to trash talk the iPad’s limited capabilities. This ad, though, may not be as jaw-dropping as Microsoft’s first.

Dell Tablet vs. iPad

In its first ad, Microsoft shames the iPad for missing key features like an updating homescreen, multitasking capabilities, and the ability to edit PowerPoint presentations. Who doesn’t want these features on their tablet? It’s funny that Microsoft itself is the reason iPad users cannot edit Microsoft Office documents on their devices, and it seems Microsoft wants to keep it that way. Though the company has just released Office for the iPhone as part of Office 365 subscriptions, editing capabilities are still unavailable on the iPad.

In this second ad attack, Microsoft touts some less-than-important features their tablets offer that the iPad does not. The ability to pinch to zoom on your homescreen, and insert an SD into your tablet: are these features worth crying over? Microsoft thinks so, and they’re hoping that these added features, along with a lower price tag, will convince you to buy a Windows 8 tablet instead of an iPad. But will these features sway the average consumer? Probably not.

In these ads, Microsofts brags about the productivity of its tablets and their relative low cost, but the reality is no one cares. When the average consumer purchases a tablet, they are aiming for a portable entertainment machine they can show off to their friends – not a power machine they can work on. For these consumers, a tablet is not an essential purchase and is therefore a product they are willing to splurge on. For the average tablet buyer, the iPad offers the simplest user experience in the most brilliant package – and they don’t care about the high price tag. They know that the iPad is a pleasure to interact with and that it will inspire envy in their friends. So Windows 8 tablets’ pinch-to-zoom features, SD card slots, and multitasking do not fit into users’ entertainment needs. Windows tablets do not attract the average consumer. To effectively market its tablets, Microsoft needs to either sell the entertainment value of their devices or stop wasting money by addressing a general audience, and focus instead on business clients.

Have you seen any sadly entertaining Microsoft ads recently?

Charles Slang
I thought the ad was funny and chuckled many times! I can see where an Apple fanatic would not like it, but I don't like M$ or CrApple, so as an impartial observer I loved it! Plus I think Android tablets can kick both their asses!
Sandor Benko
I'm sorry, a negative campaign agains competitors makes the product more desirable in what way? Not cool.
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