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Microsoft And Apple Cosy Up For Christmas
Christmas may well be the season to be merry, but that usually isn’t case when it comes to the rivalry between Microsoft and Apple. That doesn’t look to be the case this year, however, with Microsoft sending out the holly branch of festive friendship in the shape of a heart-warming new commercial.

In previous years Microsoft has waged war with their rivals leading up to the Christmas period, be it by showing off the benefits of the Surface Pro 3 over the MacBook in 2014 or their creation of mock website “Scroogled” to parody Google in 2012. That doesn’t look like being the case this year, though, after Microsoft used the message of spreading harmony as the theme of their festive marketing campaign.

The new advert features Microsoft staff walking from the company’s New York City store to Apple’s signature cube just around the corner. Accompanied by a local children’s choir, the Microsoft employees serenaded their Apple counterparts with “Let There be Peace on Earth” as they left the store, with more than a few holiday hugs taking place between the two groups. 

Kathleen Hall, corporate vice president of global advertising at Microsoft, has admitted the campaign is about “setting differences aside and coming together,” – a particularly fitting message at a time when large parts of the world are suffering from real strife.
Having been bitter competitors over the years, the new ad is a potential glimpse at a much more cordial relationship between the two heading into the future – although there are some who feel normal service will resume come the January sales. It’ll be interesting to see if Apple now try to out-Christmas their rivals as a response, maybe going as far as buying individual selection boxes for each Microsoft employee or even placing a mini Bill Gates at the top of their office tree.

Microsoft recently ended Apple’s lengthy run at the top of the tree when their new Surface 3 outsold the latest iPad during October. It’s now going to be fascinating to see who comes out of Christmas as the number-one selling tablet, especially with the Microsoft’s Surface Pro 4 and Apple’s iPad Pro now also on sale.

And while it’s unlikely this apparent truce between Microsoft and Apple will be anything other than a fleeting one, it’s nice to see the Christmas spirit being entered in to by two of the biggest brands in the world – albeit with more than a faint whiff of marketing about it.