NEW YORK (TheStreet) -- I'll be clear upfront: I'm not a fan of the Surface 2 tablet and the Lumia phone. I don't like the feel of the Lumia, and I don't like the operating system on the tablet. I tried! I honestly did.
But I'm not everyone, and my preferences don't really matter.
Sure, call me an Apple (AAPL) "fanboy" because I prefer the size and feel, look and operating system of its products. Before that, I was a BlackBerry (BBRY) user and I'll be honest, I loved my setup at the time.
But other people seem to like the Surface 2 tablet, especially people who use Windows computers. Different strokes, I guess.
But this is why Microsoft has its advertising cannon pointed at the wrong company: Apple.
The marketing campaign would have you believe that Apple's iPad is grossly overpriced while the Surface 2 is much cheaper.
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For the 16-gigabyte iPad Air Wi-Fi, the base model, consumers pay $499. The 32-gigabyte base model of the Surface 2 is priced at $449.
I'll admit that the 32-gigabyte iPad Air has a loftier price of $599.
But it's not like the Surface is that much cheaper, especially for the base models. What's more, the Surface Pro 2 model starts at $899 for the 64-gigabyte model, vs. Apple's only $699 iPad Air 64-gig model.
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I would rethink who is buying the Surface 2. I don't think many consumers weigh the iPad vs. the Surface 2.
Why? Well, mostly because Apple has created an ecosystem that many of its customers stay loyal to. Most don't own an iPhone and a Surface. Or a Mac and a Surface. Most probably don't own a Samsung Galaxy and an iPad either.
Going out on a limb, I'm going to assume most people who are buying the Surface are not users of the iPhone and other Apple devices. They are more than likely using Android-based smartphones. Again, not all, but many.
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So I think Microsoft should refocus its marketing efforts against Google (GOOG), Samsung, and Amazon (AMZN).
Instead of making head-to-head commercials against Apple, why not show a similar comparison to all the other tablets?
You don't have to be the top player in the industry to still rake in a sizable portion of cash. The Surface will sell, regardless of whether it's hailed as the top tablet or not.
But as TheStreet's Rocco Pendola recently wrote, the "top tablet" will be the iPad this holiday season.
Here's an appropriate sports analogy: A quarterback looking to be drafted into the National Football League or vying for a roster spot from free agency doesn't need to claim he's better than the Denver Broncos' Peyton Manning or the New England Patriots' Tom Brady.
No, he just needs to prove that he's better than most of his competition -- that he can still win against the vast majority of other players and still compete as a serious contender. That's all.
So instead of launching these vendetta-like ad campaigns trying to make the iPad look dull and foolish -- which, we all know is not true -- Microsoft should be attacking the rest of the competition.
At the time of publication, Kenwell owned shares of AAPL.
-- Written by Bret Kenwell in Petoskey, Mich.