MICROSOFT has taken a leaf out of Samsung's book and has gone after Apple in its latest advert, pitting its Cortana digital voice assistant against Siri.
Called "Happy Anniversary" the 30-second advert below compares Cortana running on a Nokia Lumia 635 against Siri running on an iPhone 5S.
The clip sees a helpless husband asking asking the digital assistants to help him get through his wedding anniversary, with Microsoft looking to show that its offering trumps Apple's at performing contextually-aware tasks.
First off, the narrator looks to Cortana, asking Microsoft's digital assistant to remind him to tell his wife "Happy Anniversary" the next time she calls him. Unsurprisingly, Cortana obliges - but when the same question is put to Siri, it says it is unable to help.
Next, proving he is more useless, the narrator barks at Cortana, "Oh, and remind me to get roses when I'm near a flower shop." Once again, Cortana obliges with the request, while Siri demures, "Sorry, I can not do that."
Finally, Cortana automatically gives a traffic reminder, prompting the narrator to leave before traffic delays, as Siri finishes by saying, "Now that is a smart phone."
This isn't the first time Microsoft has made fun of Apple in a television advert, having last year smacked down the iPad Air in a commercial for its Surface 2 tablet.
It isn't the first time Cortana has proven its worth against Siri, either, with Microsoft's digital voice assisant having correctly predicted the scores of more World Cup matches than Apple's virtual assistant.
Microsoft's Cortana will tip up in the UK in "late 2014". µ