CNET también está disponible en español.

Ir a español

Don't show this again

Culture

Microsoft vs. Apple: The two videos that show the difference

Technically Incorrect: Last week, both had shows. One, though, showed more imagination. A video produced by each company demonstrates it clearly.

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.


Microsoft is all about the feeling.

Microsoft/YouTube screenshot by Chris Matyszczyk/CNET

The reviews have been written.

Many believe Microsoft soared and Apple bored.

In a week in which both launched new machines, Microsoft's looked like something new and Apple's resembled something familiar with a few bells and emojis added.

This doesn't mean that everyone will immediately leap from Apple's computers to Microsoft's. It does, though, suggest that Microsoft finally understands that it must inspire in order to attract.

Most real humans, however, don't watch tech company product events. They really do have better things to do.

If they happen to hear that something was launched, they might go to YouTube and catch up with whatever fuss was generated.

So a look at Microsoft's and Apple's new product videos offer a certain atmosphere from which to compare the two.

Apple followed its formula. Jony Ive's voice accompanied love-shots of the product. It's seconds before you hear him say: "Uncompromising performance."

At heart, though, it's all very mellow. As if even Ive is thinking: "We know you won't be terribly excited by this, but I'm doing the best job I can to make this sound reassuring."

He really does, at one point, talk about "greater efficiency." Which has all the inspiration of a warm grapefruit for breakfast.

Apple selling greater efficiency is like Microsoft going all arty.

Talking of which, this is what Microsoft attempted. Yes, the images went for the usual dramatic close-ups.

But instead of a narrative, there was music from "Charlie And The Chocolate Factory." Instead of "uncompromising performance," one of the first words you heard was "imagination."

Instead of a voiceover pointing out all the product points with meticulous precision, Microsoft was saying: "Hey, just look at this."

It's so odd to see Microsoft wanting people to feel something, while Apple plods on with the same (sorta) old, same (sorta) old infomercial.

I fancy that it's Redmond's video that will inspire most, even if Apple will surely sell vast numbers of its MacBook Pro.

But you're only moved by data, aren't you?

Currently, the Apple video has been viewed almost 3 million times on YouTube, while the Microsoft video has enjoyed almost 8 million views.

Talking of which, Redmond's video actually leaped for drama.