And that's what Microsoft's new ad is all about. Making you aware that Windows can do more and cost less. The Redmond, Wash.-based firm is hoping that translates into increased sales. Then again, we haven't heard from Apple yet. We're less than three weeks away from Apple's 2013 Developers Conference where we should learn what its next moves will be. You can be sure that Apple is not just going to sit back and take this new assault from from Microsoft. I hope that ads from both sides continue to take the high road. Apple's new campaign is a delight. The company must be commended for avoiding ads capable of alienating large portions of the world's user base. Remember Apple's mean-spirited Mac vs. PC commercials from the past (the young, cool Mac guy versus the fumbling, portly Windows guy)? Hopefully, we won't be subjected to anything like that again soon. By the way, Microsoft didn't attack Google ( GOOG) or the large number of Android-based tablets it's responsible for. Not yet, anyway. Android devices are another major force Microsoft will have to deal with to achieve world dominance. --Written by Gary Krakow in New York. >To submit a news tip, send an email to: firstname.lastname@example.org.