Tablets

Microsoft Surface: Has iPad's first serious rival finally arrived?

Thanks to the iPad's success, Microsoft's Surface tablet would have been largely unthinkable a year or so ago. Despite that Apple influence, a significantly different ideology runs through Microsoft's device.

What makes the Surface so interesting is that it's Microsoft's first shot at a post-iPad tablet. Photo: Josh Lowensohn/CNET News

Apple rules the roost in tablets. Other platforms have tried to get into the market but without much success. Some such as Samsung are still here. Others like Palm arrived and disappeared in a blaze of fire-sale glory. None has threatened to overtake Apple's lead. Yet.

The announcement this month of the Microsoft Surface tablets is the most significant development in tablets since the 2010 launch of the iPad.

Not that the Surface has actually launched, merely announced. It has no price point and no launch date. Windows 8 isn't due to land until late summer but Microsoft clearly felt the need to make the big reveal now.

The timing of the event is sure to have had nothing whatsoever to do with the Google IO event where, to no little surprise, another tablet has been launched. Suddenly, everyone is a hardware manufacturer.

Google has now taken the wraps off the Nexus 7, a seven-inch tablet running Android. Although Google and Apple are now fierce competitors, the search giant may have Amazon's Kindle Fire in its sights rather than the iPad.

Two companies, which have focused in the past on developing software and working with hardware partners, have decided their hardware partners aren't up to the job.

This shift in itself is a triumph of sorts for Apple's philosophy of integrating software and hardware. Quite what Microsoft and Google's hardware partners do next, goodness knows.

The Nexus 7 tablet is designed to show what Google accepts as a best-of-breed device. Photo: Jessica Dolcourt/CNET News

The Google tablet is far less interesting than Microsoft's Surface devices. The Nexus 7 is just another Android tablet, and Android has so far failed to have the same traction in the tablet market as it has with smartphones. Presumably, the Nexus 7 will do the same job for tablets that the Nexus smartphone does - to demonstrate what Google accepts as a best-of-breed device.

Both companies have long relied more on licensing software to partners than delving into hardware. For Microsoft in particular, this approach has been the basis of its tremendous success. The Xbox has been a rare success; the Zune and Kin phones are considerably less celebrated.

The Surface tablet, while not a wholly unexpected route for Microsoft, would have been largely unthinkable a year or so. That Google, which also worked primarily with hardware partners, has made a similar leap demonstrates the powerful influence of the iPad.

And to think just a couple of years ago, Microsoft founder Bill Gates said of the iPad: "It's a nice reader, but there's nothing on the iPad I look at and say, 'Oh, I wish Microsoft had done it'."

Two years down the line and there's more than a striking similarity between the two devices but the Surface has some significant differences that proves it has Microsoft's tablet ideology running through it.

What makes the Surface so interesting is that it represents Microsoft's first shot at a post-iPad tablet. It has clearly inherited some of the features of the iPad but some of its DNA is shared with the vision Gates had over 10 years ago.

Microsoft was probably the first major technology company to push the tablet form factor some 10 years ago but without success. The major problem with the tablets running Windows were that they simply considered themselves another kind of PC rather than something else, as Apple did.

Jobs and his team rethought what the tablet experience should be without paying any respect to the prevailing wisdom. Given the relatively flat reception the iPad experienced, it was clear no one really got it at first.

In a 2010 interview with BNET, Gates said: "You know, I'm a big believer in touch and digital reading, but I still think that some mixture of voice, the pen and a real keyboard - in other words a netbook - will be the mainstream on that."

Looking back on the quote, it's easy to see that Gates' ideas remain embedded in the new devices. The Surface has a stylus and a genuinely innovative cover that turns into a keyboard when it's opened.

Windows 8's challenge to the iPad

For some time Windows 8 has interested and excited me. Not enough to buy a product but enough to think that it can do more to challenge the iPad than Android can or has so far.

The Surface is clearly a new approach and Windows 8 a new way of thinking about Microsoft's operating system. I can't but think that this fresh approach might attract a new breed of tablet user. New ideas will appeal to new demographics, in particular the corporate users so beloved of Microsoft.

The really interesting, and telling, comment from the Surface presentation came from Microsoft's Windows division president Steven Sinofsky. He described the Surface as a "tablet that's a great PC - a PC that's a great tablet".

Just as Apple strips away unnecessary layers and complexity to make something as simple as it can possibly be, Microsoft risks the opposite with this kind of philosophy.

Surging tablet sales vindicate Jobs

The success of the iPad has been in starting again. Steve Jobs famously defined the iPad and its iOS kin as "post-PC devices". The company viewed the term 'PC' as a legacy product and one which was slowly coming towards the end of its dominance as a computing platform. Now, with tablet sales surging and PC sales stagnating over multiple quarters, you've got to feel he had a point.

The iPad is on a clear and simple evolutionary path. Meanwhile, Microsoft is taking a different road, with the Surface almost like some kind of hybrid device. Microsoft is loath to abandon the PC platform or concept - CEO Steve Ballmer has made this point repeatedly.

The hybrid approach lets Microsoft appeal to existing users. On the other hand the company runs a serious risk of confusing them, developers, and itself with a muddled brand and product that lacks a clear sense of purpose or audience.

Just as with Android and other tablets - those that haven't been abandoned - Microsoft has clearly been tempted to define the Surface in areas where the iPad has been criticised, by adding ports, offering expandability, little stands and styli. These are all things that Apple deliberately shunned to deliver that it perceived to be a superior user experience.

The things that are left out are as important as the things that are included. The success of the iPad is testament to the fact that sometimes, less is more.

9 comments
deanjohnson03
deanjohnson03

Seeing as Apple are well known for locking down all their devices and forcing you go through their own store, I am quite grateful for the launch of the surface tablet. It is the first tablet I have seen which I have thought to myself, "you know what... I like this" I like it so much so that I am very tempted to buy one! The thing that annoys me with Apple is that they do not bring out anything "new". It is all stuff we have seen before but because it is on an iPad/iPhone it is amazing. I had an iPhone 3gs and when it came to my upgrade I chose the Samsung Galaxy S2. (S3 wasn't around then!) The reason I did not upgrade to the 4s is because apart from Siri it is practically the same. I could not justify an "upgrade" which is the same as what it was before, albeit in a nice fancy case, a new camera and Siri. The same can also be said for the iPad. Apple have never been innovators. They have always taken an idea which already exists, make it their own and sell big. From the first mouse, PCs and even tablets they still do it so well to this day. Do not get me wrong, I love Apple but I want them to bring out something new that is not a small upgrade from the previous. I do however really love the way that they make things so seamless. They are very good at taking things and making them work in a way that works remarkably well! Like iCloud, iTunes and Siri, they work so brilliantly. You can tell that Apple spend a lot of time and money making their devices work perfectly but I worry that this stops them from moving forward with their own ideas.

aureolin
aureolin

If the Surface is business friendly (I.e. It can be managed through, and supports LDAP stores such as Active Directory, and can run Word and Excel) then businesses will buy it in bulk as a reasonable compromise between BYOD and business security and operational needs. Users may never love it, but if it can do those two things, it will outsell the iPad like there's no tomorrow. IMHO, Steve G.

AudeKhatru
AudeKhatru

"And to think just a couple of years ago, Microsoft founder Bill Gates said of the iPad: ???It???s a nice reader, but there???s nothing on the iPad I look at and say, ???Oh, I wish Microsoft had done it???.???" Has anyone considered the idea that Bill Gates might say the same thing today, except for the sales figures. Despite those sales figures, the iPad is not a revolutionary device. The only revolution in the iPad is BECAUSE of the sales figures. The device is not revolutionizing the industry. In many ways it is a step backwards. Instead of supplying more, is supplies less, and yes that is part of why it is selling so. The lesson of the iPad is that most people don't need the computing power of a PC. If Microsoft had pushed Windows Mobile....for all its fault, and they were many...into the tablet space, instead of trying to push Windows XP Tablet Edition, they might have found greater sales success, but that was not Gates' vision. His vision was PCs that you use like a tablet. I am not sure Gates' would be proud of the iPad, though I am sure he would have loved the sales figures.

bill.flader
bill.flader

Does anyone know whether the surface tablets will have battery life that is comparable with the Ipad?

phil
phil

You say "The Google tablet is far less interesting than Microsoft???s Surface devices": I don't see how. The MS products are just vapourware thus far: they may never see the light of day. The Nexus, on the other hand, is with us and its interesting because it has a startlingly low price: which could re define the market. We don't even know what MS will be charging for their devices yet: but I'm willing to bet its a lot more.

Skruis
Skruis

It's expected that Surface RT's battery life will be somewhat comparable whereas Surface Pro's battery life will be significantly less (6-7 hours is hoped for, 5+ is reasonably expected) due to the core i5 and higher res screen. I currently have the S7 with Windows 8, an i5, 4GB of RAM, 64GB SSD and 1366x768 screen and I can eek out around 4.5 hours max of battery life. Surface Pro will use the latest and greatest from all around so it might be more battery efficient.

Skruis
Skruis

but from the sampling I've done from my clients, peers and regular people, so far it's been iPad or Kindle Fire but mostly iPad. The Nexus tablet "could" change that (replacing the Fire in that equation...but I admit it, I like Amazon) but I think the perception of Android tablets has already kind of set in whereas with Windows 8 tablets, and I'm not trying to say which is "better", but with Windows 8 tablets, there's no common "perception" yet outside of the tech industry and some polls have shown excitement. Even some of my semi-techy friends have asked me about Surface which was completely surprising. They've always been iStuff consumers. I think it's because the common consumer hasn't seen a Windows tablet unless they're employed in very specific fields and even though there are "tablets" available, there really hasn't been a common Windows tablet in the running so it's kind of new. If the Nexus tablet came out as one of the first Android tablets, I think it could have then been a game changer because of a great first impression but now, I think it might be lost in the Android crowd. Still though, that doesn't make it any less of a value.

jsreilly
jsreilly

I'd like to think that the Surface could be my first major tablet purchase. Especially if it comes preloaded with Word and Excel (which are the two programs I use the most). I know most people want games or social apps, but I really like my productivity apps!

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