updated 01:33 pm EST, Mon November 25, 2013
Nokia pokes fun at Apple's new iPad in new tablet ads
Nokia is pulling no punches in its first ad for the recently released Lumia 2520, taking direct aim at Apple's new iPad Air. The Finnish firm, which recently sold its hardware arm to Microsoft, pokes fun at Apple's thin and light tablet in a new video ad before touting the Lumia 2520's capabilities as a productivity device. The new Windows RT tablet, Nokia says, also bests the iPad Air in a number of other features, including battery life.
The ad follows an iPad Air owner through the course of a day as he touts the device's design elements, alluding to Apple's own ads in pointing out that it is "thin as a pencil" and that it has "even been to space."
The main thrust of the commercial is a criticism that has often been leveled at Apple's iPads since their introduction: that they are predominantly content consumption devices and are ill-suited for productivity. Nokia drives the point home by showing a Lumia 2520 user working on content generation even as the iPad Air owner struggles to type on his device's touchscreen.
Nokia also pokes at the Lumia's battery life advantage over the iPad Air. The Windows RT-powered slate on its own boasts battery life comparable to Apple's thin new tablet. Paired with the Power Keyboard cover, though, the device can get up to 15 hours of battery life.
The Lumia 2520 is Nokia's first entry into the tablet segment since Apple's iPad jumpstarted the category three years ago. It runs Windows RT, Microsoft's operating system built for power-sipping ARM chipsets, meaning that it will not be able to run legacy Windows apps. It does, though, have access to an array of Nokia-built apps, as well as an RT-specific version of Microsoft's Office productivity suite.
The new ad isn't the first time Nokia has taken to poking fun at Apple, though it may be the most direct. Previous ads for the company's Lumia smartphones have ribbed Apple and Samsung fans for their devotion, even while Nokia's devices supposedly deliver better photos.