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Microsoft’s launch of its first-ever computer, in the form of a tablet called ‘Surface’, marks a major shift by the tech giant into the hardware space, as it seeks to replicate the success enjoyed by rival Apple, technology analysts tell CNBC.
"Microsoft’s Surface is a premium class of device, which has integrated software, hardware and services,” Rob Enderle, principal analyst at Enderle Group told CNBC on Tuesday. “It is positioned directly against Apple. This is Microsoft trying to do a better job than Apple at all three.”
Unlike Apple , the software giant has relied in the past three decades on computer manufacturers to produce and market machines running its Windows franchise, which it’s been struggling to re-invent. Apple, on the other hand, has adopted an integrated hardware-and-software approach, using its own operating system to power devices like the iPad and iPhone – a strategy that’s proven to be a big success.
Enderle says the specifications of the new tablet - particularly the optical display – indicate that Microsoft is now ramping up its focus on hardware. “The Surface’s optical display is the first to come into the market. You can play games on the device that you can’t on the iPad,” he said.
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