The Battle for Time - Week of October 23

November 1, 2016 Ophelie Zalcmanis-Lai, Content Editor

*Disclaimer: Microsoft is a client of The Tite Group. The agency, however, has not produced any content geared towards the Surface Studio. This is an original post.*


Ah, Microsoft vs. Apple. Or is it, Apple vs. Microsoft?

These two tech giants have been battling it out for people’s time for a good amount of time now.

It’s the general perception that Apple is the cool genius, equal parts laid-back yet light years ahead while Microsoft ends up being the dorky dad (Apple did a long-standing series of TV spots on this – you know the ones).

However, in light of slowing stocks for Apple after what lots of viewers called a disappointing iPhone 7 launch it looks like Microsoft may have found a window of opportunity to get in on the game.

It’s called the Surface Studio.

This is what captured our minutes this week.

Here’s why:

1. It’s changing content creation by blending real-world processes with augmented reality (which is kinda cool).

We’re not preaching the obsolescence of the sketch pad or good ‘ole ink. Yet Microsoft is elevating the basic ways of creating by literally having the drawings come to life on a screen while being designed.

With new software like Windows 10 Creators Edition, users can render objects 3D through newly added animation techniques.

From the commercial side of the tech industry, 3D imagery presents a whole new way to sell things. From a general innovation standpoint, anyone who can provide augmented reality or virtual reality experiences to audiences already have a leg up.



It’s expensive and not easy to do. Also taking the traditional experience and making it immersive wins the Battle for Time with audiences because it simply isn’t done often.

That kind of experience also gives people a stronger way to make more meaningful connections (read: will remember and come back to again). 

2. It was created with content creation in mind, not just consumption.  

Obviously, we’re sure that Microsoft would like a few people to buy the Surface Studio.

But, call us biased as a content agency, their approach of creation over consumption is refreshing.

Instead of “how can we add extra mega pixels and a slightly better camera to out do the competition?” it’s “how can we make the creation process better but still natural?”

The Surface Studio was made so that people could tilt the screen and lean on it, just like they would with a desk and pad. The Dial was made to be just like a virtual colour palette. It still feels natural and combines productivity with creativity in an all-in-one package.



What does this all accomplish? Making for an authentic product.

It’s every bit as cool as it is practical (though the price tag may not be so practical).

That’s what we call experience before bragging rights (which is pretty awesome).

Who knows how many will buy it. Some artists even shrugged the Surface Studio off. But Microsoft’s move to prioritize usability and think about it’s purpose as a tool over cramming all the fastest processes or highest graphic ratings into one device is pretty admirable.

At the end of the day, people engage with content by lending their minutes. Content is successful when its battery is fully charged with attention.

What will win this week?

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The Battle for Time - Week of October 23.