Microsoft takes a dig at Macs in new Windows 10 ads: Report

Ahead of the Academy Awards today, Microsoft released a series of ads which focused primarily on Windows 10, gross bugs (literally) along with softly pointing out a few features, which lack in Apple’s Mac. The ads were airing during E!’s coverage of the Oscars’ red carpet. According to a report by The Verge, each ad by Microsoft takes a moment, and points out a few things, which are the Mac does not have, or something it cannot do. One lady in the video is also quoted saying, “I don’t have a touchscreen on my Mac. I’m jealous of that.” In addition, them most commonly used line in the videos is, “Even on the new Macs, they don’t have that.”

The main idea of the ads are that they focus on features which Windows machines have, and Apple’s Mac do not have. They highlight some prominent features such as Cortana, touchscreens, and Windows Hello in the videos. The The video ends wit the tagline, “Windows 10 PCs do more.” The report points out that it’s a small but clear signal that Microsoft is getting more aggressive about advertising Windows 10, straying from the heartwarming tone its launch ads channeled.