Microsoft is focusing on Apple’s Siri digital assistant in one of the first Windows Phone 8.1 commercials. It’s another return to the Mac vs. PC war, as Microsoft chooses to mock Siri in an effort to showcase Cortana for the first time. The new commercial sees an iPhone 5S pitted against a low-end Lumia 635, with Cortana handling people- and location-based reminders, along with traffic alerts for meetings. Siri is unable to complete similar tasks.
"Now that is a smartphone," admits Siri as the comparison ends, and the Lumia 635 is pushed on its low pricing. Microsoft has previously used Siri to bash the iPad in its initial Windows 8 tablet commercials, and this latest effort is an odd comparison point for a low-end Lumia 635 vs. a premium iPhone 5S. Instead of showcasing Cortana on its own, Microsoft’s comparison approach feels a little dated for a Windows Phone 8.1 update that includes some significant improvements across the board.