The Redmond-based Tech Giant is hard at work promoting their Microsoft Surface 2-in-1 device. While the Apple MacBook Pro has a solid fanbase as a laptop, the company is busy promoting their strong points over the Apple laptop.

Nasdaq has recently reported that the Redmond-based tech company has reported its fourth quarter sales reaching $1.3 billion, with a full-year revenue at $4.3 billion. This is a year-on-year increase of over forty percent. More importantly, Microsoft has noted that consumers have been switching from MacBook to Surface.

While this is great news for the Redmond-based tech giant, Surface sales are still unable to rival that of the MacBook. It was previously reported by Forbes that the latest MacBook Pro was able to outsell a year's worth of sales for Windows-10 devices in less than a week. Fortunately, that's not the game that the company is playing.

The Redmond tech giant is now focusing on its marketing strategy and promotion of the Surface brand. In doing so, it is strategically trying to find areas where it has the best advantage. Slowly, they are focusing on building up their brand so that more and more consumers will grow to love the 2-in-1 device.

Microsoft is really trying to change the mindset of the consumer. They are hoping that consumers will no longer go straight to Apple for an automatic purchase, and instead will slowly start "considering" purchasing the Surface. Little by little, they tiny moments will build up the Surface's reputation in the mindset of the consumer. Slowly, they are hoping to capitalize on the MacBook's weaknesses and infiltrate the market.

The MacBook's latest hardware and tweaked prices now focused on the premium end of the market. Apple's underlying theory is that those who want something in a lower price will purchase from the iPad range coupled with a smart keyboard. This is where the Surface will come in.

The Redmond-based tech giant wants to target this market. Their entry-level devices such as the Surface 3, Surface Pro 3, and Pro 4 machines are priced below the lower-specced portable Macs and Windows 10 devices. In these gaps, Microsoft will see a lot of victories in their psychological warfare to change consumers' mindsets.

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