Correction applied Tuesday, July 29
One of Apple’s first effective assaults on Microsoft’s tech empire was the Mac vs. PC ad campaign, which cast Windows computers as devices for schlubby nerds and Macs as tools for cool creatives. The battlefield has now shifted from desktops to smartphones, but Microsoft is taking a cue from Apple’s old campaign with a put-down ad of its own.
In a new pitch for Cortana, Microsoft’s digital personal assistant, the company pits a Windows Phone boasting the software against an iPhone with Siri. As Cortana effortlessly answers a user’s questions, Siri fumbles its responses and is eventually forced to admit, “Now that is a smart phone.”
The ad, which features a Lumia 635 Windows Phone, mainly shows off Cortana’s contextualization abilities. The assistant can use geofences to issue reminders when users arrive at a specific location or automatically serve up messages when a specific person calls. Some reviewers have still found Siri to be a more helpful assistant overall, so it’s likely this new version of “Mac vs. PC” will continue to be hotly debated.
Correction: The original version of this story misstated the feature set of Siri. The software does use geofencing to set location-based reminders.