The truth about Apple's new iPad ads, Microsoft Surface and Windows

Apple is poised to refresh its not-as-popular-as-they-used-to-be iPad tablets.

Decreased popularity notwithstanding, there's no arguing that Apple has made many technologies introduced by other companies into commercial successes. For instance, Microsoft beat Apple to market with a smartphone platform, but Apple beat Microsoft's mobile efforts to a pulp with the success of the iPhone. Early Windows tablets preceded Apple's 2010 iPad to market by years. However, Apple more than made up for its late entry, as the iPad defined the tablet computer for both consumers and businesses, and year after year outsold most other tablet manufacturers.

In 2017 the iPad is still successful but declining share and consumers' choices of alternative devices indicate that its influence is not what it used to be. A barrage of recently-released iPad ads ahead of the tablets spring refresh suggests that Cupertino recognizes the threat its competition poses. Apple is, therefore, trying to position the iPad as a superior choice to Microsoft's evolving vision for mobility and the PC.

Unlike the Mac-versus-PC ads of years past, however, this attempt by Apple may not be as impactful as the company hopes.

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