Microsoft held an event Tuesday in New York City to introduce a bunch of new products and show off new demos for already announced stuff. There was a new Surface tablet, dubbed the Surface Pro 4. There was a handful of new Windows 10 phones from Microsoft’s Lumia division. There was a new demo of Microsoft’s “mixed reality” headset, HoloLens. And there was a brand new laptop, the first Microsoft’s ever created, called the “Surface Book.”
In the midst of all that announcing, Microsoft dropped a subtle burn on Apple that you might’ve missed. Here, let’s watch it together and see if you spot it:
Did you see it?
So, if not, you definitely saw what looks like a 3D model of a toaster built into a refrigerator. Huh? That’s the burn. Seriously!
It’s a reference to an Apple quote from 2012. Apple CEO Tim Cook said, during an investor call, “You can converge a toaster and a refrigerator, but you know those things are not going to be probably be pleasing to the user.” Again: huh?!
That was Cook’s answer to the question of whether Apple would converge its distinct laptop and tablet product categories — the MacBook and iPad lines — into a single, convertible device. Something akin to Microsoft’s Surface Pro tablet, in so many words, which was first introduced back in 2012 (when Cook made the statement). Cook was not-so-subtly jabbing Microsoft in his response.
And today, when Microsoft was showing off its new Surface Pro 4, it quickly referenced the quote with a 3D model. So, why now?
Because of the iPad Pro — Apple’s MacBook/iPad device announced recently. This guy:
Looks familiar, no? Like, maybe this?
Touché, Microsoft. Touché.
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