why has the surface not become the tablet to get? Its more than missing apps or how well they work as tablets.
I'll give you an analogy first.
There are many brands of diapers for babies in the world. however when a new parent wants to get diapers for their baby they generally don't call it by the brand a lot of them would send you out, and tell you "go get me some pampers". Since Pampers started the market of baby diapers, everything afterwards got that name in social arenas regardless of what it actually was, because it was easy for parents to look for and relate to other people what they are describing. Similarly whenever people see a Surface or any other tablet they quite often ask whether it is an iPad. For most people the iPad started that market with a bomb, presence and world wide distribution. It became familiar so some people find it very easy to call everything an iPad rather than try to figure out what it is. they all look the same don't they?
So why have windows tablets not broken through?
When someone ask what tablet should I buy, the recommendation is get an iPad. not because the person recommending knows anything really about iPads, but because they think its the right answer to give cause to their mind "what else is there?" That probably never happened to you but it has happened to me more than once. Asus, Lenovo, Toshiba, what are those?
Awareness. People have to be made aware that there are other devices out there that are not ipads.
Price.
Windows. some people hate it.
visibility. there is an Apple store in my country. there are no Microsoft stores,
Apple releases its devices world wide quickly. Microsoft is still releasing the Surface in some places.
Apples apps work and work very well for what they are supposed to do.
Apple has a simple operating system and user interface.
the early bird catches the worm. Since the iPad came first, developers started there first, released a lot of apps got paid very well for them so there really is not much incentive to switch or add MS apps.
The Surface brand is new to the arena and over time will gain mind share as well, but it will take time. however bad news spreads fast and these bugs are not helping.
Another example.
Nokia created a brand called Lumia, no one had ever heard of it. What did Nokia do? manufacture as many Lumias as it could. Release them worldwide in as many colours and features sets as would make financial sense. Have product launches in the middle of Manhattan. Create Visibility.
Adds, apps, Nokia branding. mindshare. people already know that Nokia is a good brand.
sales started slowly then over time grew. before Microsoft bought it. They kept Lumia and the Nokia name. Why? Established mindshare, cause now people have an expectation of Lumia. it was becoming familiar and Microsoft could not afford to lose that.
But some "genius" at MS forgot the strategy and stopped manufacturing large numbers of phones, doing adds and big launches. They lost visibility.
Then they released buggy phones so the brand now is not what it was either. take a look at the MS sales for phones and you see the result.
So there you have it. Surface and Windows tablets will never replace iPad in the minds of users until the tablets win over peoples thoughts in a positive light and make them more visible.
I bought a tablet 4 years ago made by Gigabyte it was a dream, 2 USB ports VGA, Hdmi, 3G, Bluetooth, fullsized sdcard slot, Ethernet port, WiFi. but hardly anyone knew about them. there was no mineshare, no visibility. sales tanked and they are not available any longer.
If you wanted to buy something you have to first know that it exist, then if you are wise you have to know that it will do what you want. People around the world, even in remote parts of Africa, know about the iPad some people even own one. Do you think they even know about a company called Microsoft furthermore a tablet called Surface?