by Thomas Brady

Incredible editing job here.

It was clear they were using the Apple presentation as a blueprint, but this shows just how closely they stuck to it.

That’s not criticism. There’s no good reason for them not to have used Apple’s demonstrably effective pitch techniques.

The places where they deviate, though, show that mimicking a presentation is likely just lipstick. Not offering specific pricing information or a release date, for instance, speaks to the unavoidable differences between Apple and Microsoft.