Microsoft’s Surface thriving after 10 years, proving doubters wrong
A decade ago, Microsoft was overwhelmingly considered by most as a software company. The Redmond-based tech giant had dabbled in hardware before with two Xbox consoles, but Windows was still its most recognisable product by far.
In June 2012, Microsoft set its sights on changing that. 37 years after it was founded, then-CEO Steve Ballmer announced the company’s first ever PC. Known simply as ‘Surface’, it shunned traditional laptop design in favour of a tablet (running Windows, of course) with a detachable keyboard. Similar devices had been revealed at CES a year earlier, but it was a risky move for a debut product.
It certainly wasn’t a failure, but did little to convince people that2-in-1 deviceswere the future. Similarly, few truly believed at the time that Microsoft would become a hardware heavyweight. The likes of Acer, Dell and Lenovo were all far more experienced, with years of making computers under their belt.
Microsoft
But, as we’ve learnt countless times since, underwhelming first-gen products doesn’t mean future iterations can’t be successful. The very first Surface Pro launched less than four months later, complete with optional keyboard cover and a full version of Windows 8. The company quickly released follow-ups to both devices, before expanding the range with the Surface Book in 2015.
Despite adopting a more traditional laptop design, the Surface Book was still a 2-in-1 device thanks to a detachable display (or should that be detachable keyboard?). The Surface Hub – an interactive whiteboard – and the designer-focused Surface Studio launched around the same time, but more portable devices were fast becoming Microsoft’s speciality.
Demand for a thin-and-light laptop was satisfied with the Surface Laptop in 2017, before the reintroduction of an affordable Windows tablet a few months later – the Surface Go. By this stage, there was a Surface PC for everyone.
However, it was around this time that a now-infamousarticle from The Registerwas published, declaring that 2019 would be the year “Microsoft quits Surface hardware”. Incredibly, Canalys CEO Steve Brazierdoubled down on this prediction in 2018, but the Surface range has only grown since then.
An October 2019 event was the most significant evidence of this, with a new ARM-based Surface Pro X joined by two dual-screen foldables. TheSurface Neonever went on sale, but the Surface Duo saw Microsoft embrace Android for the first time.
Dominik Tomaszewski / Foundry
It didn’t stop there: the affordable Surface Laptop Go arrived in 2020, before the education-focused Surface Laptop SE launched a year later. Indeed, there’s still time for Microsoft to surprise us with a brand-new product before 2022 is out.
Surface in 2022: An successful, lucrative business
Microsoft might have taken a$900m hiton the original Surface, but the range has long since become very profitable. The company’s quarterly earningssurpassed $2 billionat the end of 2020, and they’ve continued to grow since then.
Despite having ten core products to choose from in 2022, each serves a different type of customer:
Aside from the Duo, none of the Surface products are revolutionary. And apart from the Pro 8 (and even that’s a maybe) none are even best-in-class. Nevertheless, Surface has become the Windows equivalent of Apple’s MacBook, despite more competition than ever before.
What does the future hold for Surface?
So much has changed since the original Surface made its debut in 2012, making it impossible to predict how the next ten years will pan out.
Microsoft’s influence on the PC market is likely to continue to grow, and there’s more chance of it adding new products than culling any of the existing range. The one exception could be the ARM-based Surface Pro X, which may become a version of theSurface Pro 9rather than a standalone device.
Dominik Tomaszewski / Foundry
Looking further ahead, expect Microsoft to continue investing heavily in foldables. Recent patents suggest the company is considering areverse folding designandthree screens on a single device.
There’s no guarantee any new products will be a success, but the Surface range is now robust enough to deal with any failures. As it continues to innovate, Microsoft will face fierce competition from rival tech companies, which can only be a good thing for consumers.
Interested in buying a new Surface device now? Our full guide to thebest Microsoft Surfaceruns through everything you need to know. We also have a round-up of thebest Surface dealsthat’s well worth reading if you’re after a discount.
Author: Anyron Copeman, Mobile Editor, Tech Advisor
Anyron is Mobile Editor at Tech Advisor, where he’s been a mainstay of the editorial team since 2019. In his current role, Anyron is responsible for all smartphone, tablet and mobile network coverage on the site. A BA Journalism graduate, he has experience with a wide range of consumer tech products and services, including smartphones, tablets, foldables, wearables and more.
