Microsoft's Surface Pro is a laptop no matter what anyone says

Five years ago Microsoft launched Surface Pro as "the tablet that can replace your laptop." That tagline and product positioning were relevant and strategically necessary for Microsoft during that fourth dimension.

In 2022 slate tablets were all the same very pop and were even predicted as eventual laptop replacements. With Surface Microsoft was playing catchup with iPads and Android tablets.

Additionally, that tricky tagline was Microsoft'due south way of emphasizing Surface's desktop productivity strength (laptop) while avoiding its app-related weaknesses as a tablet. Information technology is this foundation that sets the context for the Surface "being" a laptop, albeit a uniquely designed, packaged and marketed one. Let'due south take a closer await.

Zac Bowden: No affair what Microsoft says Surface Pro is not a laptop - it'due south a tablet

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Marketing Surface on Microsoft's strengths

Positioning Surface Pro was a unique challenge for Microsoft. Information technology needed slate-shaped hardware to compete in the then vibrant tablet infinite. Unfortunately, though the give-and-take "tablet" accurately characterizes the device'south hardware shape, a hardware-software synergy defined consumer'due south "tablet" feel and the business models of market leaders. Merely put, consumers were accustomed to tablet experiences inextricably tied to mobile OSes and vibrant app ecosystems.

Consequently, information technology would take been strategically foolish for Microsoft to wholly rest the Surface'south messaging on its tablet experience. Microsoft didn't have a successful mobile OS or robust touch-axial app ecosystem, but it had Windows, the earth'south most popular and productive desktop Os.

Thus, "Surface as the tablet (slate hardware) that tin supercede your laptop (Windows PC)", was a juggling act of positioning needed slate-shaped hardware in the tablet infinite, while downplaying Bone and app weaknesses equally a tablet, by emphasizing its Windows PC force as a laptop. Surface creator Panos Panay's comparisons of Surface Pro to Macbook, buttressed past a statement that he wouldn't compare it to a tablet considering in that location was no tablet in its class, emphasizes Surface's laptop focus.

Surface is a modular laptop Zac, not a tablet

My colleague Zac Bowden expressed strong feelings about Microsoft's new, "Surface Pro is the near versatile laptop", tagline. His arguments residual primarily on the devices "tablet" form factor when no keyboard's attached, its packaging without a keyboard and the Surface family's lack of diversity if Surface Pro, similar Surface Book and Surface Laptop, is likewise a laptop.

Bowden's strongest argument is that since the device isn't packaged with the Blazon Embrace and so it'south a tablet. The laptop experience (like the tablet feel), however, is the effect of both a hardware and software synergy. The Surface with or without a keyboard is running software optimized for a laptop feel (opposite its rivals). Microsoft knows this, and that's, in function, why it pushed the "tablet that can replace your laptop" tagline. Combined with Microsoft's marketing and consumer's familiarity with Windows as a desktop OS most would see Surface Pro as a uniquely designed PC. Thus, the keyboard, fifty-fifty if non included would be perceived as a necessary component of this modular PC that would exist used mostly as a laptop.

Windows Central writers are known for our analysis on how evolving technology often leads to the redefining of traditional form factors. The Surface Pro's modular design may therefore be a redefining of the laptop category not jump by the traditional parameters Bowden enforces.

How Microsoft changed Surface Pro chat from tablet to laptop focus

Separate packaging, maximum profits

For better or worse Microsoft took advantage of an opportunity to turn a profit on the Surface's modular blueprint by selling the keyboard separately. Business is business.

Surface Pro every bit a modular laptop introduced a new distribution, packaging and concern model that traditional laptops didn't have. In fact, Bowden concedes that if the keyboard came packaged with the main device, he would allow the new slogan slide.

Since Microsoft is currently offering bundles to that effect, perchance Bowden would now hold Surface Pro is a laptop.

How Surface changed Microsoft forever

All in the Surface family

Image credit Microsoft

Bowden argues that iii laptops – the Surface Pro, Surface Laptop and Surface Book – and a desktop, the Studio, confuses what the Surface family has to offering. He argued Microsoft can reach a wider audience if it marketed the:

Surface Pro: as a tablet that can be a laptop.
Surface Laptop: as a pure laptop.
Surface Book: every bit a 2-in-ane that's a pretty adept laptop.

Ironically, Bowden'southward proposed marketing plan focuses on these devices every bit laptops just like Microsoft's does. It's difficult getting away from the software side of the Surface Pro, Windows, that drives information technology toward a predominantly laptop usage pattern regardless of the form factor.

Anecdotally, I use my Surface Pro very much like I've used my laptops in the past. I prop information technology on a desk, table, or on my lap when sitting on the couch, in the car or in bed, merely as I did my laptops. The device is quite "lapable." Furthermore, I purchased it as a tool for writing and running my concern using Office and other productivity software, just as I would a laptop.

And though I am too using my Surface for fine art and consumption, nigh Surface buyers are likely like me – we wanted a Windows PC for Windows PC stuff. The tablet aspects are certainly wanted (otherwise we could've opted for a traditional laptop) simply are secondary characteristics of this "most versatile laptop."

Why Microsoft Store wouldn't sell this enthusiast a Surface Pro bundle

More authentic marketing

Microsoft calling Surface Pro the most versatile laptop, given its shortcomings equally a tablet and strengths every bit a laptop, is likely a more accurate tagline than the "tablet that can replace your laptop." That tagline put it's less capable tablet positioning at the forefront. The new slogan reverses that past placing the more than formidable laptop qualities and common usage outset and foremost.

This unique laptop with a detached keyboard tablet style and "drafting table-like" Studio mode is indeed a versatile laptop.

Then who do y'all hold with, yours truly Jason L Ward or Zac Bowden? Let us know in comments.

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