Some people are so used iPads that switching to another tablet is impossible. CNN commentators covering the 2014 US mid-term elections were photographed using Microsoft Surface Pro 3 tablets as iPad stands. Microsoft had provided CNN with Surface tablets to help reporters with the election coverage. Seems like the reporters slid back to what they were comfortable using.
Of course there’s no doubt the Surface Pro 3 is beautiful and utilitarian. I want one myself.
But Microsoft’s marketing may have thought that the habits and expectations of an iPad user will not be a problem when that user is given a tablet that looks and behaves differently. Of course, Microsoft has better luck with paid placements when there’s a script to follow, as seen in this clip from the TV series Arrow.
Or when dancers are involved: