• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Despite a $500 million net worth, Shaq just finished his fourth degree. He warns graduates: 'Your character will take you further than your resume'

2

Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year

3

Bolt CEO says he let go of his entire HR team for creating problems that didn’t exist: ‘Those problems disappeared when I let them go’ 

1

Despite a $500 million net worth, Shaq just finished his fourth degree. He warns graduates: 'Your character will take you further than your resume'

2

Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year

3

Bolt CEO says he let go of his entire HR team for creating problems that didn’t exist: ‘Those problems disappeared when I let them go’ 
TechThe Mobile Executive

Microsoft Targets Apple’s iPad Pro Computer Claims in a New Ad

By
Don Reisinger
Don Reisinger
Down Arrow Button Icon
By
Don Reisinger
Don Reisinger
Down Arrow Button Icon
August 17, 2016, 4:10 PM ET
Apple 9.7-inch iPad Pro
Apple's 9.7-inch iPad Pro shown in a demo area after its March 21 special event. Jason Cipriani

The ad war between Microsoft and Apple hasn’t ended, after all.

Microsoft has taken issue with Apple’s claims in several recent ads that its iPad Pro is a computer. In a new ad published on Tuesday, Microsoft (MSFT) compares the features in its Surface Pro 4 to the iPad Pro and uses Apple’s virtual personal assistant Siri to poke fun at the things Apple’s device can (and cannot) do.

The ad, which is called “What’s a computer? Just ask Cortana,” ends with a simple message: “Surface does more. Just like you.”

Microsoft’s shot at Apple (AAPL) comes after the iPhone maker has been making the pitch to consumers and business users that its iPad Pro, which launched last year, could actually be a suitable computer. In a series of ads it’s run over the last week, Apple has illustrated how its iPad Pro, with help from its cover accessory that doubles as a physical keyboard, can perform all the functions a computer can.

Get Data Sheet, Fortune’s technology newsletter

“Just when you think you know what a computer is, you see a keyboard that can just get out of the way. And a screen you can touch—and even write on,” says one of Apple’s ad narrator as the iPad Pro is shown in-use. “When you see a computer that can do all that, it might just make you wonder, ‘Hey, what else could it do?’”

Apple’s ad ends with “Imagine what your computer could do if your computer was an iPad Pro.”

Some followers on Twitter (TWTR) and forum sites have criticized Apple for making the comparison, decrying that the iPad Pro is a tablet running a mobile operating system. They also noted that the iPad Pro can’t convert into a computer-like device with a screen and keyboard without the additional accessory. It’s perhaps also worth noting that Apple itself lumps iPad Pro sales into its iPad category on its financial statements.

http://www.youtube.com/watch?v=o_QWuyX8U18

Still, the Surface Pro 4 isn’t all that different from the iPad Pro, boasting a cover that doubles as a keyboard as well as a touchscreen. Microsoft is quick to note, though, that its tablet runs Windows—a desktop operating system—and comes with some traditional ports.

Regardless, the line between what is a computer and what’s not is blurring. Two-in-one hybrids, for instance, have become extremely popular in the computing market, and they, too, come with touchscreens and detachable keyboards.

Either way, Microsoft seems intent on proving that its tablet can do more than Apple’s—and proving the iPad Pro isn’t really a computer.

For more about Apple’s iPad Pro, watch:


Apple did not immediately respond to a request for comment.

About the Author
By Don Reisinger
See full bioRight Arrow Button Icon

Latest in Tech

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Tech

IBM CEO Arvind Krishna (right) and U.S. President Donald Trump in the White House on December 10, 2025 in Washington, D.C. (Photo: Alex Wong/Getty Images)
NewslettersFortune Tech
U.S. will award $2 billion in grants to nine quantum computing companies—and take equity stakes
By Andrew NuscaMay 22, 2026
14 minutes ago
himanshu
CommentaryLayoffs
I’ve led companies through every major tech disruption. AI washing is the same mistake, every time
By Himanshu PalsuleMay 22, 2026
2 hours ago
cowen
Future of Workdisruption
Top economist Tyler Cowen on the biggest problem of the AI age: not mass unemployment but adjusting to a new reality
By Nick LichtenbergMay 22, 2026
4 hours ago
‘It’s crazy’: SpaceX could set records as the least shareholder-friendly public company of all time
Investingfinances
‘It’s crazy’: SpaceX could set records as the least shareholder-friendly public company of all time
By Shawn TullyMay 22, 2026
4 hours ago
dario
Startups & VentureAnthropic
Inside the fraud-ripe feeding frenzy to snag Anthropic shares while the company remains private
By Allie GarfinkleMay 22, 2026
4 hours ago
Elon Musk puts one hand to his chin and he looks up. He is in front of a blue "World Economic Forum" background.
InvestingSpaceX
‘SpaceX is his new baby at the expense of Tesla’: Elon Musk’s IPO could be bad news for his EV maker, investors warns
By Sasha RogelbergMay 21, 2026
13 hours ago

Most Popular

Despite a $500 million net worth, Shaq just finished his fourth degree. He warns graduates: 'Your character will take you further than your resume'
Success
Despite a $500 million net worth, Shaq just finished his fourth degree. He warns graduates: 'Your character will take you further than your resume'
By Preston ForeMay 20, 2026
2 days ago
Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year
Success
Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year
By Preston ForeMay 21, 2026
19 hours ago
Bolt CEO says he let go of his entire HR team for creating problems that didn’t exist: ‘Those problems disappeared when I let them go’ 
Workplace Culture
Bolt CEO says he let go of his entire HR team for creating problems that didn’t exist: ‘Those problems disappeared when I let them go’ 
By Preston ForeMay 19, 2026
3 days ago
Pay transparency is exposing a bigger problem: Most companies can't explain why they pay what they pay
Workplace Culture
Pay transparency is exposing a bigger problem: Most companies can't explain why they pay what they pay
By Sydney LakeMay 20, 2026
2 days ago
A 'proudly autistic' workplace expert says putting neurodivergent employees in a typical office is like dropping a polar bear in Austin, Texas
Conferences
A 'proudly autistic' workplace expert says putting neurodivergent employees in a typical office is like dropping a polar bear in Austin, Texas
By Tristan BoveMay 20, 2026
2 days ago
Meet a 21-year-old community college student who's going to China as the first American woman welder in the trades Olympics
Future of Work
Meet a 21-year-old community college student who's going to China as the first American woman welder in the trades Olympics
By Mike Householder and The Associated PressMay 17, 2026
5 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.