Windows 10
Microsoft appears to have Apple in its sights in latest advertising campaign Getty

David vs Goliath, Batman vs the Joker, Microsoft vs Apple – each one a heated battle for supremacy. Ever since the 'Hi, I'm a Mac' TV advertising campaign in the mid-00s, the latter two tech giants have been engaged in a heated ad-based conflict – and if the latest round of TV spots are anything to go, that isn't going to change any time soon.

The latest advertisements, all 30 seconds or less and produced to coincide with coverage of the Oscars awards ceremony, feature two women summarising exactly why the latest Windows 10 operating system is perfect for their business. Essentially, they outline the capabilities of Cortana, the touchscreen and Windows Hello – the voice-activated personal assistant to rival Apple's Siri.

However, most notably, each Microsoft advert ends with a cheeky snipe at its rival. "I don't have a touchscreen on my Mac. I'm jealous of that," one woman states. "[Cortana's] so helpful... even on the new Macs, they don't have that," it's said in another clip. Each ad culminates in the tagline: "Windows 10 PCs do more. Just like you."

In what demonstrates a more focused and targeted advertising strategy, Microsoft now appears to have Apple in its sights. Within six months of its official release – on 29 July last year – Windows 10 was running on more than 200 million PCs worldwide. According to the firm, the adoption outpaced Windows 7 by 140%. More recently the tech giant has been pushing its new Surface Book product, which went on sale in the UK starting at £1,299 ($1,871) for the 128GB model. The tablet with the biggest storage option of 512GB costs £2,249.