Microsoft's "Surface" may shake Apple's root

Microsoft, a company that has traditionally restricted itself to software development, has boldly announced its arrival in the computer hardware business with the introduction of a new tablet it calls Surface. Clearly intended to compete with Apple’s ever popular iPad, Surface is of comparable weight and dimensions, but features a larger 10.6-inch screen and a built-in kickstand enabling it to be positioned at laptop-like angle for viewing video. It includes a detachable cover that also serves as a keyboard.

Building up to the announcement, Microsoft sent event invitations to news outlets at rather short notice and did so without disclosing details about the impending product. The move was unequivocally inspired by Apple’s habit of secrecy surrounding its own products. In any case, the strategy worked, sending the tech blogosphere into a frenzy of speculation.


While Microsoft has created a few hardware products, it has only had success with the Xbox gaming system. The last time the company came out with a hardware product to compete directly with Apple was in 2006, when it released the Zune digital media player. The venture turned out to be a flop, forcing Microsoft to announce plans to discontinue the brand this past June.


Surface will be powered by an adapted version of Windows 8, the next iteration of Microsoft’s chief product. Which brings up an important point – by bringing forth a hardware product of its own, Microsoft will, in effect, be competing with its own customers. While Microsoft executives themselves were tight lipped about this potential conflict, industry experts say the move is a clear indication that the technology giant had no confidence that traditional PC companies could produce something that could compete with the iPad.


In the past, Microsoft has left the job of creating computers to run its software to the likes of Dell, Toshiba, Hewlett-Packard and others. However, it seems Apple’s model of creating its own software and hardware, so that the two components of computing are more synergistic, has been too successful for Microsoft to ignore.


Experts speculate that the foray into the tablet computer business is a huge gamble and one Microsoft would be devastated to lose. Apple’s iPad is already snatching up sales of lower-end Windows powered computers. There is also indication that the iPad is attracting a sector that the late Steve Jobs never really cared for: big businesses, a customer base that Microsoft has traditionally dominated.


Surface will be released in two versions. The first will come with either 32 or 64 gigabytes of memory and be powered by an ARM chip, which is commonly found in other tablets and will be comparably priced. The second version, aimed at professionals, will be powered by an Intel processor, a chip found on more sophisticated PCs like ultrabooks.