AppleInsider Staff
Two middle-aged women and a host of insects star in the latest ads for Microsoft's Windows 10, demonstrating some of that operating system's most prominent features while holding spiders and talking trash about the Mac.
The self-styled "bug chicks" — who Microsoft insists are "real people" — chat about Windows 10 features that have become helpful in the duo's insect education business. Kristie seems to represent the Mac with her outdoorsy outfit, while the more buttoned-up Jess makes up the Windows half.
The four spots variously focus on Cortana, Inking (that is, drawing on a touchscreen-enabled laptop), and Hello, Microsoft's implementation of facial recognition for authentication.
In each ad, Jess shows off a feature that Kristie then admires wistfully, admitting her Mac is incapable of such a feat. "She's so helpful, she's like an assistant!" Jess says cheerfully of Cortana's ability to find photos of treehoppers.
"Even on the new Macs they don't have that," Kristie longingly replies.
"I don't have a touchscreen on my Mac," she opines in one spot.
Kristie appears to have been less than thrilled with the Hello feature, though, repeating the line about new Macs once more.
Each ad ends with the tag "Windows 10 PCs do more. Just like you." The strategy echoes Apple's long-discontinued "I'm a Mac" ads, and comes as competitors more brazenly attack Apple thanks to the Cupertino company's continued growth in nearly every market.
Samsung has employed the direct comparison strategy for years. Microsoft is no stranger either, often going after the MacBook Air in ads for the Surface line.
Malcolm Owen
Wesley Hilliard
Marko Zivkovic
Christine McKee
70 Comments
Yeah, when you can't beat your competitor fair and square, lie about them; tear them down.
Just like a school-yard bully.
Rrreeeaaallll Grown Up, there Microsoft!
Apple's had their (brilliant, award-winning) Mac vs. PC campaign, so fair enough.
Reality, however:
http://www.macrumors.com/2015/12/02/macbooks-top-consumer-reports-reliability/
http://appleinsider.com/articles/15/05/29/apple-tops-consumer-reports-satisfaction-survey-for-computer-technical-support
And for well over a decade now:
http://www.theacsi.org/index.php?option=com_content&view=article&id=147&catid=&Itemid=212&i=Personal+Computers
You can do all the marketing and dress-up you want, but the product must eventually create its own dialogue on its own merits.
So, Windows 10 has bugs. Got it.
I Switched last November. MS needs to actually do something about its OS problems instead of just pumping more money into advertising. Again.
Reminds me of a 'Get a Mac' ad...
That's because on a Mac we don't all have to buy a brand new computer just to get a touch screen. Apple solved that problem years ago with the TouchPad.
I don't know about you, but using my sleeve to clean my iPhone now and then is one thing, I certainly can't do THAT with my shirtsleeve if my Mac was touch screen. That's called "The BurgerKing Affect".
Have you ever seen those touch screens at BurgerKing (or any other fast food restaurant)? Yikes! It's a breeding ground for infection. Talk about "bugs and kids". They're would be plenty of "bugs" for those bug chicks to play with. Unfortunately they're not the cute ones rolling around on their hands. They're the bad ones you can only see with a microscope. I do not want their 21" unmovable computer screen going touchscreen anytime soon at their school where God knows if they're ever cleaned. It's bad enough what they "bring home" without sharing that bed of infection. At least with their iPad it's THEIR iPad and rarely touched by others. But I'm sure that "ad" wouldn't be as cute and fuzzy. <GRIN>