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Microsoft highlights what Macs can’t do in new Windows 10 ads

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Ahead of the Oscars, Microsoft has started airing a series of ads that focus on Windows 10, gross bugs, and the features Windows machines have that Macs don't. The spots all feature a pair of women discussing how Windows 10 helps their business — they highlight Cortana, touchscreens, and Windows Hello. But the real point of the ads is that Apple doesn't offer equivalents to any of these things on the desktop. "I don't have a touchscreen on my Mac. I'm jealous of that," one woman says. In another, "[Cortana's] so helpful ... Even on the new Macs, they don't have that."

Each ad takes a moment to call out something the Mac doesn't have or can't do. The spots end with the tagline, "Windows 10 PCs do more." It's a small but clear signal that Microsoft is getting more aggressive about advertising Windows 10, straying from the heartwarming tone its launch ads channeled. Microsoft has been hoping that the launch of its new operating system can stem the years-long decline in PC sales. That hasn't happened yet, but it looks like Microsoft will be putting Windows 10 in front of a lot more eyes tonight. So far, the ads have been airing over and over during E!'s coverage of the Oscars' red carpet.