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微软公司最近在美国和加拿大推出了一项新的市场推广活动，用户可拿八九成新的iPad产品换取200美元的代金券，该代金券可用于购买微软的Surface系列产品，不过，代金券只可在实体店使用。美国一位移动设备分析师认为，用户并不会买账。他指出，微软最大的问题是app生态系统，目前市场上适用iPad的app种类要比适用Windows系统设备的app要多很多，这就让苹果产品占了上风。微软平板产品的全球销量和市场份额均远低于苹果产品，今年第一季度苹果iPad销量达1950万，而微软平板销量只有90万。
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Microsoft has launched a US marketing offer for people to exchange "gently used" iPads for Microsoft products such as Surface tablets. |
Microsoft has launched a US marketing offer for people to exchange "gently used" iPads for Microsoft products such as Surface tablets.
The company is offering at least a $200 token to go towards products such as the Surface RT and the Surface Pro.
Microsoft is far behind Apple in terms of global tablet sales and market share.
One US-based analyst expressed doubts that many people would swap their iPad for a Microsoft product.
"Do I think that many people will take [Microsoft] up on this offer? In a word, no," said Gartner mobile device analyst Van Baker. "The app ecosystem is the problem for Microsoft and this offer doesn't fix that problem."
There was a far greater range of mobile apps available for iPads than for Windows devices, giving Apple a competitive edge, said Mr Baker.
Microsoft has been engaged in an aggressive US marketing campaign to try to tempt Apple iPad users to buy Windows-based tablets.
In May, Microsoft launched an iPad v Windows comparison website, coupled with head-to-head advertising campaigns.
Microsoft has experienced problems trying to sell Surface devices.
In the first quarter of this year, Apple shipped 19.5 million iPads, compared with 900,000 Microsoft tablets.
In the second quarter, Microsoft shipped only 300,000 Surface devices, technology publication CiteWorld said.
Although Microsoft announced a revenue of $853 million on Surface sales in its latest financial regulatory filing, the company took a $900 million loss after failing to shift Surface RT devices.
Microsoft's $200 (£150) gift certificate offer is valid in its bricks and mortar stores. A Surface RT tablet costs $349, and a Surface Pro retails at $799.
(Source: BBC News)
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（中国日报网英语点津 Helen 编辑）
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