Apple is getting singled out by two of its greatest rivals.

Google (GOOG) and Microsoft (MSFT, Tech30) utilized some of Apple (AAPL, Tech30’s) appreciated client torment focuses to push their own particular associations in two separate TV and YouTube advertisements this month.

On Tuesday, Microsoft took after Apple by setting its new Surface Pro 4 tablet and Cortana able assistant against the iPad Pro and Siri.

Microsoft’s new progression demonstrates the iPad and Siri sorting out a social event for “getting a console.”

“I’m a PC now, similar to you,” Siri says to Cortana.

“So you have more power, similar to an Intel Core processor?” Cortana reacts.

“Like I said, I just got a console,” says Siri.

Microsoft then makes Cortana drill down a few different parts of the Surface Pro 4, which drives Siri to surrender, “Possibly this get-together wasn’t such a shrewd thought.”

Microsoft and Apple have a past stacked with looking for after each other through propelling effort: For years, Apple ran a development of against PC advancements highlighting Justin Long and John Hodgman. Moreover, year, Microsoft has been pushing its “PCs can perform more than Macs” message in takes note.

Google took the standard – and a more fragile – wound at the Apple in the start of August with a 60-second spot about its Google Photos application.

To parade its photographs fortress association, Google’s business solidifies two or three scenes of cell telephone clients going to get a Kodak minute. As they’re going to take a photo – when a birthday young lady begins to devastate out her candles and a humpback whale weaved – a pop-up seems to stop them: “Stockpiling Full. There is no more space on your telephone.”

While the format and message take after what iPhone clients see, it’s not effectively the same. Beyond question, even thusly, its sensible Google is highlighting the iPhone’s obliged stockpiling issue that it plans to understand.