Fake claims? Everyone knows politicians lie, but if all are lying, then where is the truth? Everyone knows advertisements stretch the truth, but if truth is stretched, isn’t that a lie? Microsoft has been found guilt of stretching the truth, and that leads to fake claims.
Success Is Bad News
Over the past couple of years Microsoft has advertised its new Surface PC wannabes and compared the various models to Apple’s iPad and MacBook Pro. As would be expected from Microsoft, a company with no past ties to truth telling or facts, the comparisons were really apples to Apple and pitted two different machines on the same plane.
This time Microsoft says its success with the Surface line of PCs and desktops– each one a hybrid PC-cum-tablet with touchscreen– with Apple’s MacBook Pro failings. Let’s take a walk through the land of marketing-speak with a few stops along techno-babble lane.
Our team gets so excited about meeting new Surface users and hearing their feedback, and we get to meet a lot more this holiday season! From Surface Pro, to Surface Book, to Surface Studio, to Surface Hub, we’re having our best holiday ever.
This is the holiday shopping season, that time of year in the space time continuum when its Apple that shows the world how to make money selling computing devices. And, come January, Apple, as it does every year, will tell us how many major products have been sold.
Microsoft? They’re just having their best holiday ever, which is a euphemism that last year was so bad, anything new is an improvement. Improvement? Critics love the new $3,000 Surface Studio 28-inch desktop tablet because desktops sell so well that nearly 80-percent of Apple’s Mac sales are notebooks.
Let’s view a few more fake claims; the kind without details worthy of consideration.
November was our best month ever for consumer Surface sales. The Best Buy-exclusive Surface bundle sold out on the first day. The momentum was seen worldwide. In the UK, we had the best single week for Surface ever and in Germany the Surface Pen became the best seller in PC Accessories on Amazon.com for over 12 hours.
Nothing there tells us how many Surface devices were sold, only that sales were better. Oh, and Microsoft had an inventory problem, and Amazon, itself a serial fake claims provider, sold a few in Germany.
More people are switching from Macs to Surface than ever before. 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 – especially among professionals – is leading more and more people to make the switch to Surface… It seems like a new review recommending Surface over MacBook comes out daily. This makes our team so proud, because it means we’re doing good work.
Again, fake claims. There’s no substance there, no base line comparison. Apple tells us how many Macs are sold each quarter while serial fact abusers Microsoft and Amazon apparently don’t know how to count. And there’s a new review that recommends Surface over a MacBook each day?
No. Where’s the list?
Of course, more and more Mac users are switching from Mac to Surface-whatevers, but we don’t have a baseline so we don’t know if it’s twenty-eleven each day, of if it’s seven.
Hey, come on. What’s wrong with real numbers? Every quarter Apple tells the world how many of its major products are sold. Macs, iPhones, iPads. Why won’t Microsoft use real numbers?
The demand we are seeing with Surface Hub far exceeds our expectations, even though we knew it was a game-changing product. By the end of 2016, nine months since our launch, we will have shipped Surface Hubs to over 2,000 customers in 24 markets. The average deal size we see in the pipeline is approximately 50 units, but we’ve seen orders as large as 1,500 units to a large car manufacturer. This makes our team so, so proud.*
I’m not sure how proud they should be if they can’t count, amirite?
2,000 customers but an average deal of 50 Surface Hubs. What does that even mean? Average deal? Is that a transaction? Is it per customer? If so, that means 50 times 2,000 which means 100,000 Surface Hub units? Why not say that? That’s a good number. At $9,000 to $22,000 each, that could mean well over $1-billion in annual sales, so why not say so? That’s a big number.
Microsoft is pulling an Amazon and using basic superlatives to compare Surface to Mac instead of using real world numbers. That tells me this. Sales have improved. But they’re not so good that Microsoft is willing to share the numbers.
Let’s see if we can get an idea of where Microsoft’s Surface really sits, relative to the Mac and the iPad, which are used as comparisons in Microsoft’s advertising. Jackdaw Research:
Over nearly the past four years Mac sales have grown and plateaued; just like iPad sales. And, pretty much like Surface sales, although 2016 looks pretty good for Microsoft, especially considering that the PC industry as a whole continues to drop. What’s interesting here, is that Surface– with sales around $4-billion annually– is considered a good business, while Apple’s Mac sales, at well over $20-billion annually, is considered weakened, and Watch sales, with estimates (Apple won’t say because it’s an accessory to the iPhone, not a comparative product) as high as $4-billion annually, is considered a flop.
2016 can’t end too soon. NO only do we have fake news, fake outrage, and fake perspective, to go along with fake votes, we have fake claims and fake numbers comparing one product to another.