Why consumers are switching from Apple Macs to Microsoft Surfaces

A surprising trend that has become noticeable during the holiday season is the consumer’s decision to switch from using Apple Macs to Microsoft Surface laptops. Both brands released new laptops this past fall — Microsoft launched its updated Surface Book while Apple finished its 2016 MacBook Pro. While the usually well-performing MacBook has been selling strongly, issues with the new model include less battery capacity, no SD card slot, and such a thin structure that the laptop’s stability is compromised.

So many complaints over the new upgrade emerged that Apple’s marketing vice president, Phil Schiller, even addressed the problems, saying, “Many things have impressed people about it, and some have caused some controversy…It is a really big step forward and an example of how much we continue to invest in the Mac.”

In response to some of Apple’s controversial changes, Microsoft has geared its own marketing toward promoting benefits of a switch to its own product. A Microsoft webpage reads that the new Surface model, including up to a 16-hour battery life, works well with iPhones and common Apple apps. “We know moving these memories and learning new software can be nerve-wracking,” the page shares. “We designed this site to make it as easy as possible.”

Image Source: Microsoft.

So, what else has Microsoft done to convince Apple users that the Surface might be a better fit?   Firstly, Microsoft announced in October 2016 that it would offer up to $650 for anyone choosing to “trade up” a MacBook Pro or Air for a Surface Book or Pro. “Our trade-in program for MacBooks was our best ever, and the combination of excitement for the innovation of Surface coupled with the disappointment of the new MacBook Pro … is leading more and more people to make the switch to Surface,” the company remarked. In the same CNET report, Microsoft having touchscreens was seen as an advantage over Apple, which has called featuring touchscreens in its own computers “unlikely.”

Microsoft has also gone above and beyond in its tutorials on moving personal files like photos and music from a Mac to the Surface. Providing tips for longtime Mac users and instructions on using Windows 10, the “Switch to Surface” movement has proven to be successful with those disgruntled by Apple’s changes. While both brands still offer reliable laptop options, Microsoft’s clever advertising and interactive features may ultimately make it the company with a winning profit this year.

Sources: Microsoft, Apple, Digital Trends 1, Digital Trends 2, CNET, CNET 2, Windows Blog, BGR