The last week or two I've noticed a number of television adverts from Microsoft promoting the Surface Pro 4. They all push Microsoft's hybrid device as a highly portable, versatile, full computer. There's also another not-so-subtle message in the script of each advert.
"I could never do that with a Mac."
Microsoft is targeting one of the areas where Redmond has a significant advantage over the Cupertino-based competition. Apart from the introduction of the thinner MacBook last year, Apple's desk-bound laptops have not seen a major design change for a number of years. While the hardware specifications have risen each year, the rest of the industry has caught up with the original 'monster' specs to the point where high-end devices like the Surface Pro 4 have overtaken the MacBook Airs and Pros of the world.
Although Apple is at its strongest in mobile apps for the iPhone and iPad, OSX's software base is still lacking. Windows 10 may have its faults, but the strong catalogue of third-party applications is one of its biggest benefits. Throw in backwards compatibility to applications that in many cases originated on Windows XP, and you have a modern device that genuinely can run pretty much anything you throw at it.
Going back to the adverts, the advanced nature of the Surface Pro 4 is emphasised before the key phrase is snuck into the script. That could be the removable keyboard, the highly portable nature of the tablet, or the use of the stylus. Each of these features are going to be beyond the reach of any MacBook - and while there are leaks around the new hardware capabilities of Apple's hardware, these three advantages look set to remain during the festive period.
Just to make things more interesting, the campaign comes on top of Microsoft's attack at the other end of the tablet spectrum. By doing a direct comparison of the Surface Pro 4 against the iPad Pro, once more the perception of the Surface Pro 4 as a 'full computer' compared to a weaker solution from Apple.
I'm not sure that Microsoft can have it both ways - especially when even the niche iPad Pro 12.9 inch is outselling the Surface Pro 4. The Pro 4 runs Windows 10 and while that offers the software advantage that Redmond is relying on in this marketing, the legacy of Windows does limit the ease of use. The focus on mouse and keyboard is still there and while the user experience works around it, you can't escape feeling that the Pro 4 really needs a keyboard. The third-party apps for the iPad Pro are all written for iOS with portability in mind - which is rarely the case for Windows 10 apps.
In the laptop comparison Microsoft has pushed the boat out on technical ingenuity on the Surface Pro 4 (and especially so with the Surface Book) while MacBook designs have hibernated. Apple is expected to relaunch the MacBook Pro range later this year and while the screen is unlikely to detach, innovations in trackpad design and the potential inclusion of a programmable touch-strip above the Qwerty keyboard will present its own advantages.
Microsoft is making a pre-emptive strike here by positioning the Surface Pro 4 as the natural conqueror of the MacBook range. When the MacBook range is updated, the stage is already set for the media to do a direct comparison of Apple's new hardware with Microsoft's existing flagships - and it's already a win-win for the Surface family. Either the Surface Pro 4 retains the lead in specification and utility, or Apple's MacBook range is portrayed as finally overtaking an 18-month old design that is likely going to be updated early next year.
The Surface family does not have many trump cards, but those cards have been played with finesse. The Surface hardware is now seen by many as genuine contenders, even if the sales figures are not ready to directly challenge Apple's incumbent position.
