A Different Perspective

A week ago, I sat in an auditorium and listened to Steve Sinofsky talk about the tablet market. He talked about how the iPad was a great device, and a logical extension of the iPhone. Give iOS a bigger screen and all of the sudden you could do some things better on this new device. He talked about Android tablets, and Google’s learning process there, going from a phone OS on a tablet to eventually building Holo and creating a tablet-specific experience. He had nothing but good things to say about both competitors. I couldn’t tell just how sincere he was being, I don’t know Mr. Sinofsky all that well, but his thoughts were genuine, his analysis spot-on. Both Apple and Google tablets were good, in their own ways. What Steve said next didn’t really resonate with me until I had spent a few days with Surface. He called Surface and Windows RT Microsoft’s “perspective” on tablets. I don’t know if he even specifically called it a tablet, what stuck out was his emphasis on perspective.

I then listened to Panos Panay, GM of Microsoft’s Surface division, talk about wanting to control the messaging around Surface. He talked about how Microsoft’s June 18th event was scheduled because Surface was about to hit a point in its production where he could no longer guarantee there wouldn’t be substantial leaks about what the product actually was. He talked about the strict usage and testing guidelines everyone at Microsoft was forced to adhere to, again to avoid major leaks. He didn’t want Surface to be judged immediately and cast aside on someone else’s terms, because of some leak. Panos Panay wanted Microsoft to be the ones to bring Surface to market. Sure some rumors leaked about it before the June 18th event. A couple of weeks earlier, while I was in Taiwan, I even heard the local OEMs complaining about it (a lot of the “surprised” public outrage by Taiwanese OEMs was mostly politics). But for the most part, we didn’t know what Surface looked like and we had no concept of its design goals. Touch and Type Cover were both well guarded secrets.

I started off by recounting both of these stories for a reason. After using Microsoft’s Surface for the past week I can say that I honestly get it. This isn’t an iPad competitor, nor is it an Android tablet competitor. It truly is something different. A unique perspective, not necessarily the right one, but a different one that will definitely resonate well with some (not all) users. After the past week I also understand Panos Panay’s desire for secrecy. From a distance, without using one, Surface is easy to judge. It’s a Windows tablet that doesn’t run most Windows applications, that doesn’t have most of the same new mobile apps that iOS and Android have, and it’s not priced aggressively enough to make those facts disappear. After living with Surface however, I understand the appeal. It’s worth a discussion, perhaps even consideration as it does some things better than any tablet on the market, and it does others worse. Like all tablets (or smartphones even), there is no perfect platform, there are simply combinations of features and tradeoffs that resonate better with some users more than others. There are different perspectives.

Surface is Microsoft’s perspective. With the exception of some technical display discussion, Microsoft hardly mentioned the iPad in our Surface briefing. And when it did, it did so in a positive light. Microsoft isn’t delusional, the iPad is clearly a very well executed tablet. At the same time it believes there’s room for something else.

Surface: Simply Put


View All Comments

  • MadMan007 - Tuesday, October 23, 2012 - link

    Nice article, but something struck me as odd after getting a bit into it - why do you refer to this device as 'Surface' as if it's a person instead of 'THE Surface' like every other device? Are we going to start seeing reviews saying 'I like Macbook's new screen'? Reply
  • melgross - Wednesday, October 24, 2012 - link

    Apple does the same thing with the iPad, simply referring to is as iPad. I don't understand this either, but it's their choice. Reply
  • jjj - Tuesday, October 23, 2012 - link

    pushing the positive spin quite a bit on this one.
    NO ecosystem, buggy software ,can't be used with the keyboard on your lap like the Transformer or any laptop,poor keyboard , high price,the software takes a lot of the advertised storage,access to only one app store and bulky hardware.
  • guidryp - Wednesday, October 24, 2012 - link

    Yeah. I read several other reviews (Verge, Wired, Tech Crunch) and this one seems like a whitewash in comparison.

    Most point out that there is very little software and most of it is buggy. They also mention how uncomfortable it is to use as a tablet.

    Half assed as a tablet.
    Half assed as laptop.
    Very little software...

    For MS/Windows fans, at least get yourself an x86 so you can run real Windows software to cover the deficiencies.
  • doobydoo - Wednesday, October 24, 2012 - link

    Did I miss the CPU / GPU benchmarks section, which generally come with every tablet review? Reply
  • tipoo - Wednesday, October 24, 2012 - link

    There probably aren't that many that can be run outside of a web browser for it, the app store is pretty sparse right now. Reply
  • michal1980 - Wednesday, October 24, 2012 - link

    Anand is showing that he cares far less about MS now then apple. Reply
  • kyuu - Thursday, October 25, 2012 - link

    Nope. But there's not much benchmarking software that can be run on WindowsRT, outside of web-based ones. Plus, Tegra 3 is a pretty known quantity at this point. Reply
  • trexpesto - Tuesday, October 23, 2012 - link

    one heck of a drop test 30,000 feet! Reply
  • glynor - Tuesday, October 23, 2012 - link

    So... I'm seeing mixed information out there. The port looks like a regular micro-HDMI port. But Microsoft seems to call it a proprietary port in their marketing, and they sell the adapter.

    But PC Mag says they used an off-the-shelf micro-HDMI adapter and it worked.

    But then, you got terrible (I'd call it unusable) quality out of their adapter.

    What's going on here?

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