Is Cortana Enough to Sway the Apple-first Consumer?

Was Microsoft's first attempt at pitting Windows tablets against iPads successful? I guess that remains in the eye of the beholder. Microsoft seems to believe so. But, purely from an industry and consumer perspective, Microsoft's original missiles landed with a dull thud. iPad sales remained steady and the public continues to hunger for more Apple devices. Said best by a random consumer on the street in a recent iTime spoof on the Jimmy Kimmel Live show: "I would pretty much buy anything from Apple."

So, how do you fight an Apple-first mentality (and, yes, that's a take on Microsoft's Mobile-first/Cloud-first mantra)? Microsoft believes they have the answer in Apple's Siri competitor, Cortana. Enough so, that they're willing to try again.

In the latest "Us vs. Them" commercial, Microsoft shows the power of their digital assistant. It's true, Cortana is more powerful and more feature-rich than Siri, but will it be enough to sway the Apple-first public?

I don't believe this will make the slightest bit of difference, but we'll have to wait and see.