Microsoft’s decision to go on the offensive is perhaps understandable: while Apple can run a MacBook Air ad simply observing that it’s “the notebook people love,” poor sales of the Surface despite high marketing costs have so far resulted in Microsoft losing $1.7B on the device …
The ads claim the Surface is as powerful as a MacBook Air while championing the the Surface’s touchscreen, pen and detachable keyboard that allow it to be both a tablet and a laptop – the very ‘worst of both worlds’ experience that resulted in such poor reviews.
The poor sales performance of the Surface led Microsoft to abandon its plans to make a Surface Mini, a decision resulting in some embarrassment when observers pointed out that the company had made several references to the smaller model in the Surface 3 user guide.
Microsoft’s ad campaigns for the Surface have been almost entirely negative, attacking not only Apple but Samsung too. The two other MBA-dissing ads can be seen below.