There is much more beneath the Surface

Hats off to Microsoft for not simply emulating the iOS-based iPad. Err, sorry, initially its CEO Steve Ballmer - who obviously believed imitation was the sincerest form of flattery - did try with the “iPad killer” ARM-based Surface RT. We all know how, like his Nokia acquisition, that ended in tears.

Even Tim Cook, CEO of Apple, could not resist having a go at Ballmer by calling the Surface RT “Frankenstein contraptions that didn’t meet user needs.” I suspect he was obliquely referring to Ballmer, as well.

Cook continued, “Anything can be forced to converge, but the problem is that products are about trade-offs, and you begin to make trade-offs to the point where what you have left doesn’t please anyone. You can converge a toaster and a refrigerator, but those things are probably not going be pleasing to the user.” Well, Mr Cook, I hear you have great hopes that the iPad Pro with optional keyboard and pencil will arrest the shocking decline in sales of your iPad Air and mini.

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Along came a new Microsoft CEO, Satya Nadella, a moderate and reformer who coined the term “Mobile first and cloud first”. He did not care about which device you used – iPad frequently appeared on stage at Microsoft events.

He did not dignify Cook’s taunt with a response either – that would be petty. But recently while in Australia he said to the Australian Financial Review (AFR), “Take Surface,” he said, referring to boldness and risk. “Three years ago, the 2-in-1 as a form factor was questioned. Does anybody need one? And now guess what, even our competition has decided that it’s not a refrigerator and a toaster, but it’s actually a 2-in-1.”

Underlining his philosophy, Nadella said that Microsoft would not launch into a device category without bringing something different to the table, because it was more interested in how individuals and organizations were using devices, and less in the devices themselves.

"We don't want to be driven by just envy of what others have, the question is, what can we bring? That's where I look at any device form factor or any technology, even AI. We will continue to be in the phone market not as defined by today's market leaders, but by what it is that we can uniquely do in what is the most ultimate mobile device,” he told AFR.

The AFR article also stated, “Its Surface line of computers, combined with mixed reality headset HoloLens and popular Xbox One S console has got seasoned gadget reviewers scratching their heads about how they are suddenly more excited by Microsoft than Apple devices.”

Quite by coincidence IDC released its Q3, 2016 Australian tablet sales figures that showed slate format tablets were in the fifth quarter of deep decline (Android and iPad) and Hybrids (Surface-like) were in a massive 50% ascent year-over-year. Bilal Javed from IDC commented that W10 hybrids were the only light at the end of the tunnel as they appealed to the commercial audience and were replacements for traditional PCs.

He continued, “Apple’s [iPad] market share is way down with 39.3% of tablet market share compared to 53.1% earlier this year. These devices are confusing consumers as they fail to justify the use and cost case.”

So why has Surface, and all Surface-like devices been such a success?

For starters, there is now only one Windows OS, and it runs very well on tablets, desktops, servers, Xbox and even phones. Everyone now realises that there is more power, even in an entry-level Intel Core M processor (same as used in the 12” MacBook, entry level Surface Pro 4 and others) than is needed to replace the typical desktop. Let alone the need for Core i5 and i7 and inceased RAM and stroage, but there are some power user cases for graphics, video rendering, CAD and gamers.

Meanwhile, Apple has persisted with macOS (non-touch and apparently destined to stay that way) and iOS (touch). Adding a keyboard or Pencil to an iPad, or a touch bar to a Mac helps, but does not make it a great content creation device. Maybe adding an expensive Wacom Cintiq to a Mac is the only approved solution.

Mac users are left with non-touch screen devices and a record low of 2.74% of the market – nearly eclipsed by Linux according to Netmarketshare. Oh well, at least Apple can claim the somewhat dubious honour of making more money from its walled garden than anyone else.

Back to Microsoft Surface. Initially, it was a reference design developed to establish as a proof of concept for the market before other manufacturers would follow suit. Today HP, Dell, Acer, ASUS, Samsung, Lenovo and more have equal, if not better individual takes on Surface-like devices – any of which I would be happy to own.

IDC’s Javed stated, “Other Windows vendors are targeting the hybrid space more aggressively than ever before. With the attractive price point of Windows Hybrids coming into the market, one could only expect the numbers to rise.”

Respected publication Forbes summed it up very well. “The extra power and functionality in the Surface Pro make it a “full” computer that can be a tablet when you need it, compared to the iPad Pro which is a very big tablet and uses mobile-focused software to get the job done. For many people that is enough, but it is that final 5% of flexibility that Apple’s device is missing that lifts the Surface Pro towards something that is more usable and functional.”

”The capability and the promise means that the Surface Pro will do everything I need in a mobile device, the iPad Pro (and the rest of the iPad range, and the army of Android tablets) are lacking in that functionality.”

OK here is my take as a Surface Book and Surface Pro 4 user.

Any initial firmware issues have long been put to bed – these devices are stable, useful, well-made computers.

Microsoft’s overly aggressive move to get everyone onto the same Windows 10 (W10) platform (just as Apple does with macOS and iOS) does not apply to the Surface Book or Pro 4 – they only came with W10.

Microsoft’s reputation for being nosey – sharing data – has been discussed ad-infinitum and it is no worse that Google Android or Apple macOS/iOS.

Sure, like Apple and Google by default Windows 10 Home can install any approved software, display app recommendation in the Start Menu, send your search history (if you use Bing) and hardware details for analysis.

In fact, it is now easier to address and understand W10 privacy simply by going to the Settings, Privacy Page and selecting what you want. Windows works equally well with all settings set to off (private) – you are not penalised for wanting to leave a small digital footprint. Its browser Edge can also wipe history clean every time you exit it.

Both Surface devices (I use the Surface Book as my production machine and the Surface Pro 4 when travelling), fulfil my requirements admirably. Best of all is the synchronisation via OneDrive and Office 365 that means both are up to date and ready to go. Cortana has been great and not nearly as intrusive as I have found OK Google to be.

How to improve?

The Surface “5” series will eventually come with Intel Kaby Lake 7th generation chipset, more RAM, and even higher resolution screens – incremental improvements. Surface Studio – the 23” tabtop was a great take on desktops, but it is only the first of many such devices from many makers.

But like all open ecosystems (yes, it is open to anyone wanting to make a W10 device) I think the real innovation will start to come from those that want a bigger share of the hybrid pie. The ecosystem has been established, and it is now driven by what people want. HP is leading the way, and some of the new ASUS Zen series are very innovative.

Because it is W10 – open - swapping from one device to another brand is a breeze. You can even keep your music. That is unlike the closed macOS or iOS ecosystems that are driven by what Apple makes the most money from.