In case you haven’t been paying attention, there’s been a noticeable shift in the way Microsoft has been promoting its Surface line of tablets — instead of pitting it against the iPhone like it’s traditionally done, it’s started pitting it against the MacBook Air. This may seem a bit puzzling since Apple sells more iPads every year than it does MacBook Airs but it actually makes all the sense in the world, as an excellent analysis by ZDNet’s Ed Bott makes clear.
While Apple doesn’t sell very many MacBooks per year when compared to Windows PCs, the ones it does sell are hugely profitable for the company. MacBook Airs and MacBook Pros are pricey items but Apple fans have shown again and again that they’re willing to pay more for what they consider to be a superior computing experience.
“Apple is aiming quite deliberately at the one segment of the PC market that matters, what Gartner calls ‘premium ultramobiles,'” Bott writes. “That growth is why you see Windows PC makers falling over themselves to deliver products in this category, with Microsoft’s Surface Pro line and Lenovo’s Yoga series the best examples. All of the Windows-based products include touchscreens, and most can be converted to a tablet by either detaching and stowing the keyboard or flipping the screen over.”
Basically, Microsoft is trying to win over users who want to pay more money for superior computers. The company knows that years of OEMs delivering substandard hardware have hurt Windows’ brand value, which is one reason why it’s smartly decided to take matters into its own hands with the premium Surface Pro brand.
Bott’s full analysis of the situation is well worth reading and can be found by clicking the source link below.