Can Microsoft Surface 3 Finally Become An iPad Killer?

If you have been watching tech-news in recent months, you’ll notice that there’s a lot of tablets on the market. The tech industry is booming with options, and yet there is only one major player. Apple seems to still have a strangle hold in regards to mobile platforms. Microsoft is trying – let’s not get this wrong, but are their laptop hybrids really the things that are going to cause disruption? Think about this for a moment, and you’ll realize that there’s a lot of work to be done.

The Surface 3                                                                                                                                            First and foremost, the Surface 3 was stated to be one of the most powerful hybrids in the industry. It was new, it is being marketed as a “cool” device, the true blending of Microsoft Windows, mobile, and much more. This time around, they aren’t just trying to pander to Apple fanboys, they are dropping the price to below standards at $499.

The changes coming through this time is evident through the RT Windows 10, the Microsoft Office packaging, and compatibility with Windows Phone 8.1. Simply put, the software is changing, with a direct bottom level introduction. Of course, as with anything in technology, you’ll find that you can upgrade here and there to make the package complete. With an Atom x7 chip, better performance, and a reasonable price tag, Microsoft has a good thing going here, but it’s not perfect. 

The Problem                                                                                                                                                If you look at reviews and news from industry insiders such as Roger Kay at Endpoint Technologies Associates, you’re going to find that consumers are confused as to what Microsoft is doing. Is the Surface a laptop, is it a tablet? Is it workhorse or is it meant for entertainment? The duality here is tough, and it’s perhaps the main reason why tech savvy users aren’t quick to flock to the latest push from this company.

People Want More                                                                                                                                    It’s been 5 years since Apple first hit the ground running with their iPad. Even though “phablets” seem to have a stranglehold on mobile devices, tablets still get a decent amount of shipments. Apple is not ready to give up on their version, so while they keep being the industry leaders, Microsoft is trying to figure out a way to match their stride. Not only that, shifting market conditions actually may spell the end of growth potential of tablets, and the Surface may meet stark competition. Plus, in order to make the Surface 3 powerful enough to be a laptop killer, consumers have to pay extra.

Confusion Reigns                                                                                                                                   Here’s the bottom line, tablets don’t have the same framework as laptops. Microsoft keeps trying to match up to the MacBook, but still fight against the iPad with their hybrids. Consumers aren’t quick to buy into the hype on either end, which leaves the Surface 3 as a device that hasn’t found it’s target audience. It’s too expensive for some, and too outside of the Apple emulation standards. In the end, Microsoft may need more help moving ahead of Apple. The dichotomy of tablet or laptop doesn’t work well for Microsoft thus far.