Microsoft vs Apple: The Battle Over AI-Powered Laptops and Performance Claims

The world of personal computing has always been defined by fierce competition, but few rivalries have endured quite like the ongoing saga between Microsoft and Apple. With every new product iteration, both companies seek to outshine the other—through bold technological innovation, market strategy, and, increasingly, in the sphere of public perception shaped by advertising campaigns and viral videos. The most recent chapter in this storied conflict unfolded when Microsoft published a new video promoting its Copilot+ PCs, claiming unequivocally that its best Windows laptops now outperform Apple’s MacBook Air with M3, a device released over a year ago. While the video itself is intended as an attention-grabbing piece of marketing, it raises interesting questions about the validity and relevance of such comparisons, the trajectory of both companies’ hardware and software strategies, and the broader implications for consumers making choices in an ever-evolving digital marketplace.

Microsoft’s Copilot+ PCs: What’s on Offer?​

The introduction of Microsoft’s Copilot+ PCs marks a significant step in the company’s journey toward integrating artificial intelligence and next-generation processing hardware into mainstream devices. Copilot+ PCs have been marketed as Windows’ answer to the rise of AI-powered computing, boasting direct integration with Microsoft Copilot—an AI assistant embedded deeply within Windows 11 and Microsoft 365. These devices, often powered by Qualcomm Snapdragon X Elite or AMD XDNA chips, bring features like real-time language translation, on-device AI-powered photo editing, improved voice command functionality, and enhanced security protocols.
According to Microsoft, these systems are positioned at the cutting-edge of what is now possible for ultraportable PCs: rapid wake-from-sleep, extended battery life reportedly rivaling or exceeding that of Apple silicon, and fluid performance for both productivity tasks and AI-driven workflows. The company asserts that with specialized neural processing units (NPUs) and hardware accelerators, Copilot+ PCs are uniquely equipped to handle emerging workloads, from generative AI to media creation, in ways traditional x86-based Windows laptops historically struggled to match.

The Video: Comparing “Best” to “Base”​

Microsoft’s latest marketing move—pitting its top Copilot+ PCs against the M3 MacBook Air—draws heavily on the legacy of tongue-in-cheek tech advertising. The video invokes a “Breaking News” motif, highlighting that the company’s leading Windows laptops now outperform the M3-based MacBook Air. Sharp-eyed critics, however, were quick to note the peculiar specifics of the comparison: Microsoft’s most advanced and expensive hardware is set against Apple’s baseline consumer laptop, released over twelve months ago.
This is, for many observers, a peculiar and arguably skewed matchup. When the M3 MacBook Air debuted, it represented Apple’s most accessible entry into the realm of ARM-based computing and shipped with the latest software optimizations. However, this device was never intended to be a pro-grade powerhouse—though, to be fair, its efficiency and performance quickly set high expectations for the ultraportable category globally.
Comments on the YouTube video encapsulate the full spectrum of community reactions, ranging from amused skepticism (“Was this comically low-budget ad made with Windows Movie Maker 2 and a 5 MP camera from 2003?”) to outright derision (“Your TOP pc is faster than their BASE pc A YEAR AGO? That’s not embarrassing??”). The underlying criticism is clear: while Microsoft’s engineering achievements deserve examination, the choice of comparison partner appears far less than ambitious.

Are the Claims Technically Sound?​

To properly contextualize Microsoft’s claims, it’s important to understand the technical dimensions of both sides. The M3 MacBook Air, introduced in March 2024, featured Apple’s third-generation ARM-based silicon for laptops, built on a 3-nanometer process with 8 CPU cores, 10 GPU cores, and a neural engine. Benchmarking from reputable sources consistently placed its single-core and multi-core performance ahead of nearly all previous-generation Intel and AMD-based ultraportables. Further, the device’s battery efficiency, largely thanks to Apple’s tight hardware-software integration, consistently led the class.
Microsoft’s Copilot+ PCs—especially those built with Snapdragon X Elite—seek to outperform the M3 MacBook Air both in raw performance and AI-centric tasks. While independent performance reviews are only beginning to appear as of mid-2025, early hands-on tests suggest that the latest Snapdragon X Elite chips can edge out the M3 MacBook Air in sustained multi-core workloads, graphics rendering, and indeed, AI inference tasks that leverage dedicated NPU resources. These gains are real, but they’re contextual: Snapdragon’s lead is most pronounced in workloads designed to benefit from its on-chip acceleration; for traditional software and emulation-heavy scenarios, Apple silicon still frequently holds its ground or leads.
Notably, these technical victories become less dramatic when considering Apple’s release cadence. With the M4 MacBook Air now available—sporting a significantly faster processor, enhanced GPU cores, and a more advanced neural engine—Microsoft’s comparative edge becomes less meaningful for consumers shopping in 2025. Benchmarks for the M4 show up to 20% improvements in both CPU and GPU speeds over the M3, closing or even reversing whatever margin Microsoft celebrated in its video.

Marketing Versus Reality: The Peril of Outdated Comparisons​

At the crux of the controversy is the seemingly perennial habit—shared by virtually all major tech firms—of choosing soft targets for comparative advertising. Microsoft’s video targets not Apple’s best, nor even its current, but rather its most widely accessible and older model. When Microsoft first compared its Copilot+ PCs to the M3 MacBook Air, the Apple device was new and its flagship for the ultraportable category; now, in the shadow of the M4, it reads less as a challenge and more as a catch-up exercise.
The optics become more questionable when considering the price points: the Copilot+ PCs featured in Microsoft’s video are positioned as high-end flagship products, retailing for hundreds of dollars more than the M3 Air, which itself was meant to be an accessible entry point for users seeking portability and sufficient compute power for everyday needs. Comparing a top-tier ultraportable with a year-old base model from a rival, even if that rival happens to lead the industry in efficiency benchmarks, risks undermining the credibility of the claim in the eyes of discerning consumers.
Microsoft is far from alone in this technique. Apple has frequently compared new iPhones to Android competitors’ previous-year flagships and vice versa. However, the consumer tech world—now more saturated with information and critical voices from tech enthusiasts—tends to recognize and push back against such tactics.

The Substance Behind the Spectacle​

Strip away the marketing puffery, and the underlying story remains significant: Windows PCs, particularly those powered by ARM silicon designed in partnership with Qualcomm and AMD, are rapidly converging on Apple’s previously dominant power-efficiency/performance advantage. For years, Apple’s silicon engineering and tightly coupled hardware-software stack gave it an unassailable lead in everything from thermals to battery longevity, compelling even long-time Windows users to consider MacBooks for the first time.
Microsoft’s latest Copilot+ offerings suggest a paradigm shift, at least in specific areas:

• AI-driven workflows: Copilot+ systems serve as proof that on-device AI capabilities, when tightly integrated with the operating system, can open up new experiences—like high-speed transcription, AI-powered image searches, and more.
• Battery efficiency: Although Apple still leads on most measures, Snapdragon-powered models are closing the gap, with some achieving quoted usage times of 18 hours or more in basic productivity scenarios.
• Instant-on, always-connected computing: Borrowing from the smartphone playbook, these PCs wake instantly and maintain network connections with minimal battery drain.

These developments are not negligible. For customers with a vested interest in AI tools, or whose work depends on seamless cloud integration and the very latest productivity features, Windows PCs are more competitive than ever.

Consumer Perspective: Who Really Wins?​

For the average consumer or student weighing MacBook Airs against Copilot+ PCs, these marketing skirmishes are less relevant than the real-world experience delivered by each platform. While Apple enjoys a well-earned reputation for stability, fluidity, and longevity (fueled by years of major OS upgrades even for entry-level models), Windows brings unmatched flexibility and hardware choice. The introduction of Copilot+ brings Microsoft’s ecosystem closer to Apple’s vision of “it just works,” especially in terms of security and frictionless synchronization across devices.
However, this competitive edge comes with potential caveats. The transition to ARM-based designs means that Windows emulation for legacy x86 software is a work in progress. Apps not optimized for ARM may run at reduced speeds, or experience occasional glitches—a downside that Apple customers largely avoided because of Rosetta 2’s robust emulation when macOS made the ARM jump in late 2020. While Microsoft and partners have made strides with native ARM apps and improved emulation layers, there is still a gap to close, especially for professionals relying on legacy business software.
Early reviews of Copilot+ Windows devices have also flagged occasional hiccups in battery life versus advertised numbers and variable performance in graphics-heavy workloads and gaming—a traditional pain point for ultraportables. Meanwhile, Apple’s MacBook Air line, now with M4, continues to deliver impressive blend of silence, battery duration, and power for creative and productivity workflows.

Risks, Rewards, and the Path Forward​

Microsoft’s shift towards AI-centric computing is both bold and necessary. As the boundaries between local and cloud computing blur, and as user expectations for instant, intelligent device responses rise, Windows must evolve. The Copilot+ brand and its corresponding hardware show substantial promise. On the software front, the deep integration of Copilot spells the next step in Windows’ decades-long journey to reinvent itself as adaptive, intelligent, and user-friendly.
Yet, the risks remain. Emphasizing comparisons that are outdated or of questionable relevance may inadvertently reinforce perceptions of Windows playing catch-up, rather than leading. Microsoft’s hardware partners must also maintain the momentum, rolling out updates and design improvements at a cadence comparable to Apple’s. Any backsliding—especially in the arena of third-party app compatibility, security updates, or user experience polish—will be quickly noticed in a digital landscape crowded with savvy reviewers and vocal online communities.
Apple, meanwhile, continues to sharpen its hardware edge. The release of the M4 MacBook Air, already praised for its measured improvements and sustained efficiency, demonstrates Apple’s commitment to iterative, measurable gains rather than revolutionary product cycles. Its software support, build quality, and thriving ecosystem of creative and productivity apps assure it of an enthusiastic customer base, regardless of Windows’ advances.

Conclusion: Beyond the Battle, Toward Smarter Choices​

As entertaining as the Microsoft versus Apple skirmishes may be—filled with playful advertisements, strategic benchmarks, and occasional internet memes—the underlying stakes are very real. Both companies push each other to deliver more innovation, better experiences, and ultimately, more value to the end user. Microsoft’s Copilot+ PCs mark a turning point for the Windows platform, bringing AI capabilities center stage and demonstrating impressive technical parity with Apple’s consumer laptops—though, crucially, not always with its latest and greatest.
For buyers navigating the laptop landscape in the wake of these marketing headwinds, several priorities stand out:

• Assess your actual usage: If you lean heavily on AI-driven features, prioritize battery life, or are committed to the Windows ecosystem, the latest Copilot+ PCs warrant serious consideration.
• Check application compatibility: Windows on ARM is not fully mature for all legacy software; MacBooks, by contrast, offer industry-best backwards compatibility, though with fewer native gaming options.
• Value hardware longevity and OS support: Both ecosystems now deliver years of updates, but Apple’s track record is particularly robust for entry-level devices.

At the end of the day, the Microsoft-Apple rivalry is less about winner-takes-all, and more about expanding options and raising standards for everyone. As AI, performance, and battery life become non-negotiable for modern users, expect the next round of competition to focus not only on raw power, but also on meaningful, day-to-day user benefit. Whether you side with Copilot+ or the MacBook Air, the real winner is the informed consumer—empowered by transparency, competition, and a bit of healthy skepticism toward every “breaking news” benchmark ad that pops up in your feed.

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Source: 9to5Mac Microsoft wants you to know its best PCs top Apple’s year-old M3 MacBook Air - 9to5Mac