Microsoft Surface Studio tries to out-Apple Apple

There’s rarely been a better time to bash Apple as the giant struggles to persuade the world it needs a new iPhone and its once-bulging new product drawer looks decidedly empty.

Microsoft, by comparison, seems to be thriving in its post-Steve Ballmer era and it’s just unveiled what it clearly regards as the ultimate Apple desktop basher, the Surface Studio.

It boasts various claimed first like the thinnest screen etc but what’s really notable is the air of confidence about the whole exercise.

IPG’s McCann produces most Microsoft creative and it’s done a good job here.

The music’s a cover of Fiona Apple’s version of Pure Imagination for Chipotle. There’s a joke in there somewhere.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.