Trust me when I say the world is screwed up. Here are some recent examples. Samsung’s latest TV commercial slams the iPhone because it needs to be plugged in to charge, while a Galaxy S6 needs to be laid down on a wireless charger. Looks to be about the same amount of effort, but kudos to Samsung for making charging a bit easier (mostly because Samsung’s flagship Galaxy smartphones need to be charged a few times a day).
Here’s another one. Microsoft’s Surface notebook tablet hybrid device is a hot seller and considered to be one of the company’s few and new successes. Surely you’ve seen the commercials which disparage both Mac and iPad Air for not being able to do what the Surface can do. Run full on Photoshop on a tablet.
Here’s the problem. Apple’s Watch has been called a dud but Apple sold more Watch models and made more money in the first three months of the devices existence than Microsoft did with the new Surface line. What’s wrong with that picture.
Here’s something else that’s wrong with the comparisons. The Surface is not a tablet. It’s a notebook. Microsoft may want to call it a tablet notebook hybrid, but as a tablet, it mostly sucks (say those who tried to use it as a tablet), but as a notebook, Surface actually is decent. Windows 10 on Surface 3 has a tablet mode, ostensibly to make using menus and buttons easier to touch. Fair enough. So, why does James Kendrick have three good reasons to disable tablet mode? Because it runs better, and with the needed keyboard add on, it turns Surface 3 into a respectable and affordable mid-range notebook. Why? Because, as a tablet, the Surface 3 experience is crummy for everything except movie watching and presentations.
Apple’s MacBook line remains the most powerful class of notebook devices (which can run almost everything) while the iPad Air line is the de facto standard for premium tablets; each with strengths the other does not have. Microsoft’s Surface tries to bridge the gap between the two and large fails in every aspect except television. A full-fledged desktop operating system does not fare well on a touchscreen tablet device.
Admittedly, the Surface 3 television commercials look great. Similarly, Samsung’s commercials are humorous. What’s the problem? Neither are accurate and a growing percentage of the buying public can tell when they’re being bamboozled by adspeak and marketing jargon, which only further taints the Microsoft and Samsung brands, which only serves to make their next round of product promotions even more suspect.
As a business methodology, under promise and over deliver is dying.