Why is Microsoft making laptops?

[Renoktation]

Microsoft has made it clear numerous times in the past that they don't just want to build "another" device, unless it offers something "new". Why then are they building new laptops?

There is nothing new in them. They have keyboards and screens just like any other laptop. There is no dearth of similar products in the market. There are companies like Acer, Dell, Lenovo, HP, Samsung, Asus, Huawei & Toshiba to name a few, all making laptops across multiple price segments.

It's not that Surface laptops offer anything unique. As a matter of fact, their price is normally on the higher side as compared to similar offerings from competing brand.

Let me know what you think might be the motivation behind this. They do not want to make phones, but they do want to make laptops when Windows is not even in their top 2 revenue generator. There has to be a reason behind this.

 

[Indistinguishable]

Sometimes it's about pushing functionality, features, and form factor, rather than just category.

Some things the Surface Laptop does that no one other PC OEMs were doing: Speakers in the keyboard, Alcantara, 3x2 display ratio, one finger opening, unique colors, etc...

They're trying to raise the bar and encourage OEMs to make certain choices by taking the risk themselves, and demonstrating that these choices are desirable in the marketplace.

 

[Renoktation]

Some things the Surface Laptop does that no one other PC OEMs were doing: Speakers in the keyboard, Alcantara, 3x2 display ratio, one finger opening, unique colors, etc...

Well, all these features may be useful for some people, but they do not bring anything new to the table, especially for PC users. I still feel that there is some other motivation behind making these products.

 

[HoosierDaddy]

The only way to keep killing off good products is to first make them. :wink:

 

[Renoktation]

I think I have found the answer. The main reason why Microsoft is investing so much time and energy in making laptops is related to protection of "personal computers" as a brand, and not necessarily any particular OEM.

OEMs are often guided by economic design as they have lower margins for innovation. But PC today needs innovation to survive the fierce competition it is facing from Chromebooks, MacBooks and even iPads. The bitter truth about innovation is that it's an iterative process and often a success is preceded by long chain of failures, and all this requires money.

This is where Microsoft's role becomes important. Although OEMs mayn't have budget for innovation, Microsoft has huge cash flow. What Microsoft may be trying to do with Surface laptops is to make sure that innovations do not dry from the PC market. It may act as a prototype for other OEMs.

Unfortunately, other OEMs are not adopting what Microsoft is offering them for free. Major OEMs like Dell, Lenovo and HP do not even have an alternative to Surface Pro or Surface Book. Windows Mixed Reality had a similar story. Dell launched Visor VR headset only to discontinue it within 6 months. But blaming only OEMs for this trend is not right. Microsoft themselves have let of the steam many times in the past. Frequent cancellation of products after launching them with huge fanfare has become a trend with Microsoft.

Although Apple M1 Macbook poses no immediate threat to the 90% plus PC market, but it teaches us an important lesson. "It is impossible to succeed in your endeavors without having full conviction in your ideas". "Hitting Refresh" is important only when you have stuck too long in a lost cause. But it cannot be used as an excuse for lack of will to fight out the battle!

 

[anon(5327127)]

OEMS are lazy. If they could, they'd sell you the same rubbish year in, year out. Oh... they do! Just look at the gaming laptop scene, as an example. Loud, overheating piles of rubbish, yet people STILL buy them year on year.