On August 1, Apple published a video advertisement on YouTube titled “iPad Pro — What’s a Computer?” The video focuses on you can do with the iPad Pro, such as flipping out the keyboard when you need it, hiding it when you don’t, and writing notes on the screen with the stylus. It also asks an interesting question: what else could your computer do if your computer was an iPad Pro?
But, for many tech fans, a more important question pops up: is Apple’s new ad taking a dig at Microsoft’s Surface Pro?
Some people that it is a subtle dig. The ad shows Word, Excel and PowerPoint apps — which, as we all know, are developed by Microsoft — that display Office documents and running alongside other iOS apps. This can be taken to mean that the iPad Pro is powerful enough to run software that are developed by another company and that consumers don’t really have to purchase Microsoft hardware to enjoy their software products.
The ad itself shows features and functions that the Surface Pro shares with the iPad Pro. The keyboard, the touchscreen capability, the portability mixed with powerful performance — if we take away the branding, the video can easily be an advertisement for Microsoft’s 2-in-1 computer.
Of course, Apple doesn’t have to go out of their way to do these since the iPad Pro and the Surface Pro are highly similar. In fact, a lot of people have dubbed Apple’s product as a “Surface” wannabe. It’s important to note, though, that these two products are fighting different battles: the iPad Pro (as its video ad shows) wants to be known not just as an entertainment device but as a rival to personal computers. The Surface Pro, on the other hand, needs to break out of its self-made mode as an enterprise computer and attract younger people who are looking for versatile and entertaining devices.