How Microsoft changed the Surface Pro conversation from a tablet- to laptop-focus

Marketing is important to a product's positioning, what products it will compete against and how it's perceived independently and in relation to other products in a category.

Microsoft's Surface Pro was a unique device that was designed to showcase Windows 8, an OS meant to transition seamlessly between the touch-friendly mobility of tablets and the productivity context of laptops. Conceived during a time, per Surface creator Panos Panay when tablets were predicted to replace laptops, Surface was intentionally designed to meet that shift while retaining the productivity forte' of Windows on a laptop form factor.

Putting the full power the PC into a tablet form factor was, therefore, the springboard of the Surface journey.

Surface Pro

In 2012 former Microsoft CEO Steve Ballmer introduced Surface Pro, the tablet that can replace your laptop (which came to market in early 2013). Ballmer's walking around stage with the keyboardless Surface (touch and type covers were introduced later in the presentation) was an interesting visual that hammered home the tablet positioning of this device.

The focus on leisure activities, Store apps and the kickstand which allowed comfortable media consumption were highlighted before the introduction of the keyboard which allowed the more familiar Windows productivity scenarios.

It's important to remember that in 2012 Windows tablets were woefully absent from a popular slate tablet space dominated by iPads and Android tablets. Microsoft's Surface and Continuum-enabled context-conforming Windows UI was Microsoft's way of bringing a Windows tablet category to market buttressed by the strength of its desktop legacy.

Surface Pro 2

Surface Pro 2 began an interesting trend in Surfaces evolution and the language used to define it. Though Panay presented the Pro 2 as the most powerful professional tablet, the context and the language he used to qualify these claims reveal how Microsoft was really positioning this tablet.

His reference (above video) to how this tablet was faster than 95 percent of the laptops in the market (at the time), and highlighting the revised kickstand for better lap use reveal the product category Microsoft was really targeting with Surface. He referred to the device as a full PC and referenced transforming that word (PC) and putting it into a tablet form factor.

This PC positioning was hammered home when Panay introduced the Surface Docking Station which allowed the Pro 2 to power up to two screens in a desktop scenario and handled raw image/video processing from one of the movie industries most advanced cameras.

Surface Pro 3

Though the first two Surface iterations lost Microsoft $1 billion the company plowed forward. CEO Satya Nadella shared that the company wanted to design a device that takes the best of a tablet and laptop and enables individuals to both consume and create in various scenarios from literature, art and even movies. He qualified the Surface Pro 3 as a major step toward that goal.

Panay expressed that the company was, at this time, at a crossroads because when consumers went to make a purchase, there was a conflict as to whether they should get a tablet or laptop. "What is it that you want to do?", the question sales clerks ask, Panay shared was the context for Microsoft's Surface strategy.

Ultimately people have both a tablet and laptop in their bags and phone in their pocket he acknowledged. He also highlighted that 96 percent of the journalists at the Surface Pro 3 event were using laptops, and not tablets, which were predicted years earlier as laptop replacements. It is upon this reality that the Surface marketing continued to evolve from a tablet to laptop positioning.

Panay stressed the early "click and do more" motto which differed from the primary consumption use of tablets. He also stressed how the 12-inch display of the Surface Pro 3 showed six percent more content than that 13-inch MacBook due to its 3:2 aspect ratio. He also bragged about the PC power in this thin tablet form factor. And to drive his point home, he put an iPad and MacBook on one side of a scale and the Surface Pro 3 on the other to demonstrate how it was lighter than the laptop and tablet it was positioned to replace. From Microsoft's perspective Surface Pro 3 was a turning point that began resolving the conflict PC and tablet consumers have.

How the Surface changed Microsoft forever

Surface Pro 4 and Surface Pro 2017

During the Surface Pro 4's introduction, Panay consistently compared it to a Macbook. In fact, he stated that he wouldn't compare it to any tablet because there was no tablet in its class. So though Microsoft still pushed the "the tablet that can replace your laptop" tagline with the Pro 4, it's clear the company had long been targeting, and was settling on, laptop users as the Surface's audience.

Part of this laptop positioning was doubtless a play to the company's strengths. Though Surface's tablet design is both efficient and premium, the software ecosystem for consumption activity on Windows falls short compared to iOS and Android. Second, over the years, the slate tablet form factor has dropped in popularity as the market favors 2-in-1s. Thus, by the fifth iteration of Surface Pro, the combination of the state of the tablet industry and Microsoft's own strengths positions the company to, without reservation, bring the Surface's laptop focus to the forefront.

Thus, Surface Pro 2017 with its 165-degree hinge and Surface Studio-inspired Studio mode, LTE for improved mobility, more advanced camera and microphones for Skype communication, detachable tablet mode and more, make this Surface, at least from Microsoft's perspective (opens in new tab), the most versatile laptop.

See at Microsoft (opens in new tab)

Is it really laptop?

Our own Senior Editor Zac Bowden contends with this designation. Though I'm not completely sold on its accuracy, Microsoft has progressively positioned Surface Pro more as a laptop than tablet.

And though it is not a "laptop" in the traditional sense, particularly with the keyboard sold separately as Bowden points out, perhaps its category-defining nature and "most versatile" designation makes allowances for this "non-traditional" laptop packaging. Perhaps. What do you think?

Surface Pro 2017 Review

Jason Ward

Jason L Ward is a columnist at Windows Central. He provides unique big picture analysis of the complex world of Microsoft. Jason takes the small clues and gives you an insightful big picture perspective through storytelling that you won't find *anywhere* else. Seriously, this dude thinks outside the box. Follow him on Twitter at @JLTechWord. He's doing the "write" thing!

  • Does it really matter? Its powerful and versitile enough to be someone's only computer, that's what matters at the end of the day. Its silly to try to make these firm categorical lines. Where's the barier between a car become an SUV? What defines a "compact phone" or a phablet? A surface can be used as a tablet. It can be used as a laptop. Hell, I have a desktop setup my Switch Alpha 12 runs when I'm at home. The ENTIRE POINT of the Surface Pro line, and really Windows 8/10  in general, is to throw out the constraints of the 1980s computing categories and give modern systems that can run on any form factor. Today, the question isn't "I need a computer, do i need a laptop or a desktop", it is "I need a computer - do i need it to be portable? to have a touchscreen? pen support?" Looking around my university labs, I see students who just bring the clipboard of their Surface book and the pen, all the way to ones who bring hulking Desktop-Replacments PCs that can only be considered "portable" by the loosest definitions of the word.    TLDR; trying to categorize form factors means nothing anymore. People shop by what featues suit their needs. 
  • Tablet and laptop are different things and consumers will expect different experiences from each. Categorization is important. Microsoft needs to make sure it is delivering the experience their customer expects. Someone buying a Surface Pro expecting an iPad like experience will be disappointed.
  • "Someone buying a Surface Pro expecting an iPad like experience will be disappointed." Ahh yes, the troll knows because he speaks for all, knows how people should be using their computers better than those who use them, knows the market better than milti-billion dollar corporations, knows better than companies JD Power who polled people and found that people like their Surface better than their iPad, and on and on and on. You, the troll, gets to make the decision that you should decide for everyone what they should be using.
  • Those polls will always be biased because only fanboys buy Surface. The same was true with Windows phones. They always had high marks in those surveys, but just like with Surface, they don't turn into sales because they don't work for the average consumer.
  • When a poll is in Microsoft's favor, it is biased, paid for by Microsoft, does not reflect the average consumer, or whatever excuse people like yourself wants to use to try to discredit the poll. But when Apple gets their 110% approval rating (yes, I intended to write 110) then it shows that the people have spoken, it shows how great Apple products are, how much people love their Apple products, blah, blah, blah. Case in point: A few years ago Consumer Reports said they could not recommend an iPhone because of Antenna-gate. The Apple fans flooded the site, claiming that they would never have anything to do with CR again, they were giving up their subscriptions in droves, and so on. Then CR said they would not recommend Microsoft's Surface. It was now the bestest web site ever, CR knows what they are talking about, its reputation is beyond reproach. CR does a review of the new HomePod, comparing it to other devices, and recommends the Sonos or Google device ahead of the Apple device, and they are once again a site that just cannot be trusted, no one should listen to them, they don't know what they are talking about. And you, now, are doing the same thing. The polls, when they favor Apple or Google, need to be believed. When they favor Microsoft, they are to be ignored. Nothing to see here, move along. But it is not your fault, you are just trying to be the good troll.
  • Why is it then that the polls didn't turn into sales? What is your excuse? I am just trying to figure out why such high polling devices didn't penetrate the market. I think we can safely assume that mostly fans were buying Windows phones and Surface. The sales were not that big. What do you think a poll consistenting mostly of fans would tell you? The true poll is how many people would put their hard earned money down and continue to do so. Microsoft loses those polls handily.
  • It is a billion dollar group within Microsoft, those are sales. Just like the sales that put Microsoft ahead of Apple at a ratio of at least 9:1 in Windows vs. OSX. But it is also a matter of **choice**, something Apple does not give. Don't have $1200 to spend on a tablet? That is OK, there are other Windows manufacturers that will sell you a device that is far more capable with much more software available for $400. Don't want to buy that Surface Laptop for $1100? That is OK, you can get one for $500 from Dell, HP, Acer, or many more manufacturers - and you stay in the Windows ecosystem. Apple has seen declining iPhone sales. They just cut the estimates of the number of phones they would sell by 50%. Except for the random quarter, Apple has seen iPad sales drop year over year by double digit percentages. Mac sales have remained stagnant for years to where Apple doesn't even bother updating them on a regular basis - they still sell a Mac with a CPU that is 4 generations old. Are you ever going to give up on your "I am a Windows fan" shtick and finally admit what we all know, that you are just a troll who is a Google/Apple fanboy?
  • $1 billion sounds like a big number, but given the high price of Surface devices, it isn't a huge number of sales. They are just PCs too. Nothing really innovative for the future. I am still holding on. Microsoft can turn it around if they can let go of the past and try something new.
  • They did for the phones in the UK, many places in Europe, India, just loads of places.
  • Enough with the Europe myth. The only reason they had any luck in Europe was the Nokia name along with the timing and pricing of the L520. Remember, Microsofts plan was get the L520 into people's hands so they would enjoy the experience upgrade to better Windows phones. What happened? Microsoft did ok with the L520. They put some in people's hands, sales went up, they hit their peak of 10.5 million (Android was moving 1+ million per day) in last quarter of 2013 or 2014. Did people continue buying Windows phones? Nope. Sales immediately dropped and the LX30 phones all flopped. The people who tried Windows phone didn't go back and certainly didn't convince others to buy them. TLDR: Windows phones never sold well. You cannot point to actual sales numbers to make your case because they don't exist.
  • That was not true of the phones in much of the world. I'd say it must be a US perspective, but there are no MS fans in the US so...
  • I would argue enthusiasts tend to buy the pro for personal use and business buys it for real work. So more a business device and less a consumer device, but still pretty great. Full disclosure I am that enthusiast as I bought the pro for me, but would love one for work too.
  • Well, I'm not your 'average customer'. I used a MacBook Pro for 6 months way back in mid-2000. Found it to be very fast compared to my ThinkPad, but terribly heavy. What ruined my sleep was the lack of Freeware/ Shareware Apps - I had to shell out money for the simplest of tasks - even Unzipping Files! Back then, it was also such a pain to open the Word, PowerPoint and Excel files others sent over Mail, or vice-versa. I was relieved to switch back to a hp Machine after 6 Months! The fella who got my MacBook was thrilled no end though, I must add, for I had kept the MacBook in pristine condition! For the last 5-odd months, I've been using a SP4 - thats the only Surface Computer available my part of the globe. 95% of the time, I use it as a Laptop. I'm in love again with Computers, thanks to its Brilliant Display, Lightness, Speed, Windows Hello, Marvellous Type Cover that makes typing a pleasure, Silky-smooth, responsive Track Pad, the Surface Pen (even though my SP4 does not fully utilize the 4096 Levels of Touch Pressure that the Pen has) and the nice Surface Arc Mouse! Each of these cost more than Apple Products, but WTH - I enjoy using them!!! And, the excited buzz when I walk into a room full of people sitting with their ThinkPads/ Dells/ hps/ Apples, on seeing my SP4 tucked casually under my arm! Suddenly, it is worth all the money I've spent on the SP4! :D
  • That's not trolling. Surface wins in its own market, but iPad wins in its own market. Yes if you want 13" device that can work like tablet and laptop, iPad doesn't come even close in laptop mode (though it has an advantage in a tablet mode). But if you want 10" tablet (and many people do), Surface doesn't even exist in that category now and if it did it would be pretty much behind iPad.
  • NoHone.  that statement is true.   However,  on the flipside,  someone buying an ipad expecting a full pc type experience is just as dissapointing.  At this time there is not magical device able to do everything.   Surface comes close but lack of tablet based apps etc kills that function.   I got rid of my surface because of this.   I wanted texture magazines, etc available on my surface but their app has been broken for 2 years.   BRUTAL.   I sold my surface,  bought a dell 2 in 1,  and an ipad air 2.   Both are better than the surface at their respective "tasks".   My dell is better at being a laptop than the surface because the keyboard is miles better on the dell.  Just as the ipad is better at being a tablet than the surface because of the plethora of apps/software available for the ipad.   No I am not a troll,  I use everything and know what works and what does'nt   If your surface is working for your needs GREAT.  I am not telling anyone to sell or buy anything.  just giving my views of my experience with each device.   That being said,  I am looking at getting another surface 3 128gb JUST CAUSE.  
  • It's more of a continuum than a stepped transition between form factors though. It's been that way since the touch screen spread and is now increasingly so.
  • Excellent thank points.
  • Surface's a great devices. They're bloody well expensive, but without a doubt best in class.  That said...  iPads, Chromebooks, and OEM manufactured 2-in-1s have made serious inroads to their success.  How does Microsoft respond to this?  The go back to basics... and turn the tablet back into a laptop.   I do think there is a segment of population (me being one of them) who would purchase a 10.1 inch Surface though, as a secondary portable device, if only to be able to run Office 365 apps for free!  I've always kind of resented the whole Office 365 subscription model for Consumers.  Instead we're compelled to buy an Android tablet (Galaxy tab), or a Surface/Surface Book knock-off made by an OEM (Lenovo Miix 320, HP x2, Asus T-102HA).  I own the HP x2, but would gladly purchase a 10.1 inch Surface Book if it existed.
  • Microsoft's missteps in marketing...well, EVERYTHING...I don't understand why we should even care how they want us to see it?  We clearly know it is a tablet that can have a keyboard attached.  That's it.  From that point, it comes down to how we plan to USE it (if we plan to at all) regardless of how anyone thinks of the device.  My SP3 and now my 2017 SP replaced my old laptop easily.  However, I facilitate Lean events on my job, so ditching the keyboard and being able to make notes, etc as a tablet in that case is invaluable.  Likewise, as a musician, it's incredible handy to pull up my music charts on the tablet.  In staff meetings the keyboard gets a workout at the conference table.  At home, I can blow through email, engage Facebook and Twitter and control our Xbox with the SP on my lap.  So, I'm using it in just about every capacity you might expect.  In contrast, my wife keeps her SP4 almost exclusively in her craft room, attached to a big TV for watching YouTube videos on crafting, designing things for her scrapbooking and just simply listening to music.  Occasionally, she has it sitting in tablet mode by the tub, watching Hulu or Netflix shows while taking a relaxing bath.  The device simply defies a specific role definition.  So, why do we even care about Microsoft's continued ineptitude to market their own products?
  • It isn't a tablet. It requires a keyboard and touchpad and the software is primarily designed to use these input methods. Anyone buying a Surface Pro expecting an iPad experience will be let down.
  • A month ago I gave my 65+ year old parents my old SP3. The year before I gave them an old iPad that I was no longer using. Around the same time they bought a device for their business, a device that they could not use with their iPad. So they first set it up with their desktop computer, but the device was too big and would not fit where their desktop computer was. Without any help from me, they recognized they could prep what they would send to the device anywhere using their SP3 - without using a mouse or keyboard, just touch and pen. Then walk the SP3 to the device plug it in, and send the data to the device. They couldn't do that with their iPad. My brother (who has handicaps and lives with my parents) no longer uses his Android tablet, he keeps stealing their SP3 to write letters to elected leaders to get support for those who have disabilities. He couldn't do that on his small Android tablet because he has problems with his hands. But it is funny seeing you try to scare people away from a SP3 because it is not a tablet, when Apple and Google are trying their best to turn their tablets into tablets. Apple added a keyboard and pen to copy what Microsoft did. They both have had commercials, the most recent being Apple's "What's A Computer" showing their tablet being used like a laptop. But you know better. No body wants to use a tablet like a laptop, unless it is an iPad, which after years of claiming that no body wants to use a pen or keyboard, now support a pen and keyboard - and according to your trolling it is still bad for Microsoft but not the others. You are the one who is out of touch, that doesn't know the use scenarios of people who use these devices. Actually, I may be wrong. You know very well what those scenarios are, but you would rather troll and try to scare people away from Microsoft to your favorites. And it isn't working.
  • I think it is working quite well. Have you seen Surface sales let alone Windows tablets as a whole? I guess you are ok with Microsoft failing because they are out of touch with consumers.
  • Yep, ignore everything I wrote and keep on with the false outrage. That is the good troll.
  • You aren't outrage that Microsoft continues to make devices that don't resonate with consumers? As a Microsoft fan, I am. I want to see competitive devices, not this same crap that they have been releasing.
  • And again, ignore what I wrote and try to divert the conversation. You are not a Microsoft fan, you are here to troll, to cause confusion, to scare people into other products. Plan and simple.
  • I did answer what you wrote. Sure, Apple took some ideas. I was saying they somehow turned them into sales. Why couldn't Microsoft?
  • If hardware sales is what they wanted they would have got it. If google wanted purely sales with pixel then they would drive oems elsewhere. Same with MS. SPs are not even properly available everywhere as MS wants go keep it that way. 
  • Their partners certainly aren't innovating and putting out new stuff. They are just selling the same PCs in lower numbers. The iPhone alone rivals Windows as a whole. Build hasn't even sold out yet! That is crazy.
  • It isn't an iPad. It'd be a bit like thinking you'd bought a PC and finding you'd bought a large iPhone instead. Who would confuse the two? Only people so confused they really wouldn't notice even after using it.
  • They obviously know it isn't an iPad, but they may be expecting a similar experience.
  • When Windows 10 continues to neglect and not grow the Tablet functionality of the UI/UX then it doesn't matter what they want to call the device, they all end up running what is a desktop OS on hardware that happens to have a touchscreen or pen support.
  • Too much tablet-y could ruin the over all OS experience as it stumbles to be what it shouldn't be in a hardware that's meant to be a PC most of the time, in my opinion. Let's hope it all changes from Andromeda.
  • I agree raytiger. I know I'd rather have a full OS that requires pen input on a tablet than a gimped touch-friendly OS like the iPad.
  • To be fair they tried that with Windows 8 and it was too far ahead of the time.
  • Good read, Jason. Microsoft has a thing to forget what it did yesterday that worked out well today. They should learn from their own past before Andromeda launch, and I should say this article is nostalgic and hopeful.
  • Price is a contributing factor. Who the hell would pay $1200-$1700 for a tablet? Unless it's some crazy Toughbook edition or can divide by zero or something.
  • Who the hell would want to pay $1000-$1300 for an iPhone X which contains tech that has been available in other devices for a decade and Apple fans did their best to demonize and tell us that we do not want? Nine years ago, Zune HD was introduced with a OLED screen, one of the first devices with such tech. The Apple hoard did their best to convince us that it was horrible tech and the LCD in the iPod Touch was the best there was. Now, Apple has "invented" OLED, put it in their phone, jacked up the price, and it is the best thing there is. So, again, why would anyone pay $1000+ for a phone?
  • And yet, despite having that OLED in 2007 or whatever, Microsoft couldn't sell their devices at all. iPhone doesn't have that problem, your question should be about Microsoft, not iPhone. It has been proven that people want iPhones.
  • I wouldn't & the average consumer wouldn't. Look at the sales figures on the X. I would, however, pay more for a top of the line cell phone than a tablet. My cell phone needs to be durable, capable, well engineered. My tablet sits on my end table & my wife plays candy crush on it. I'm sure some people might need a high end specced out tablet, but I think that's fairly niche.
  • The iPhone X is the best selling iPhone model since it launched, so what is your point.
  • I was probably referring to the report today that sales of the X have come in 30 million units short of what Apple estimated. Or the report that it'll be discontinued by the summer due to lackluster sales. But some random guy in a comments section on the internet just told me it was the best selling iPhone, so who knows what my original point was?
  • We have a Surface 2 that still runs Win 8 RT daily, the wfe loves it as it is light, handy, My Surface 2 Pro runs Windows 10 and we both have a Surface Five or 2017 or whatever, but we love them.  Using mine to post.  I do not think this is as good as a desktop with a big video card and monitor, if you do, you are a little loony.
  • Surface is a tablet. Period. it's named by its form factor. You don't think that a "desktop" acts significantly different than a "laptop", and something that is a "tablet" should not be any different.
  • Having used a surface pro device for over 5 years, I would say it is a tablet device that can replace your pc first and foremost.The engages far better as a tablet device
    It is not a laptop.
  • It's a tablet first and foremost, so it's the most versatile tablet as they could have created ecosystem of accessories that uses the pogo connector at the bottom of the surface. We all know how that went. Secondly Microsoft sell a surface laptop and the Surface book, which I would say is the most versatile laptop. Calling the Surface Pro as the most versatile laptop is at odds with these to products. It's simple marketing 101, you have clear differentiation between product categories therefore calling the surface pro series as laptops fails the basic principles of marketing and product messaging. If any marketing student was to rationalise this amongst conflicting product line ups they would fail automatically. Or anyone else for that matter, imagine going into a board meeting and calling a flipchart a project board or screen constantly, people will laugh you out of the room. A product at first glance must sell it self. Then you tag on the unique selling points (usps). You wouldn't call a chair a coffee table would you? Even though it can turn into a small coffee table. It's a chair first than a coffee table as it's main function is a chair, so what do you call it? You call it a space saving, dual function chair that can turn into a coffee table. Space saving, dual function, ability to be turned into a coffee table are usps. Thirdly as pointed out most people as it's markedly obvious the keyboard is not included with the Surface Pro line up. It's an optional extra which some people do not buy.
  • The comparison of a chair with a coffee table is stupid because they are to different. You can compare a Surface with a car. A Surface can be a Mercedes 500SLC or a Ferrari. You can have the workhorse power of a Mercedes and the weight of a Ferrari. I think thats a better comparison because both drive and are ment to drive. A chair is ment to sit and a table to put things on.
  • "It's important to remember that in 2012 Windows tablets were woefully absent from a popular slate tablet space dominated by iPads and Android tablets." I have news for you.  Windows tablets are still "woefully absent".  Tablet Operating System Market Share Worldwide - January 2018: iOS 64.52%, Android 35%, Windows 0.26%.   From statcounter.  
  • Are you a bot ???? Ps 35%
  • well. surface line has expanded but regardless pen and ink input is in all of them. which I like.
  • I love my new Surface Pro (2017).  I mostly use it in tablet form on my couch, but I love attaching the keyboard cover and arc mouse when i need to get into some serious business.
  • Folks to me the Surface Tablets so far are Tablets first & Hybrid 2 in 1 Laptop devices with the addition of their keyboard covers. the Surface books to me are are Laptops first and Tablet second and are true 2 in one devices because you get the removable Tablet and keyboard when you buy them. Microsoft should from day one have sold the Surface Tablet and keyboard together.. folks
    who use a Surface Tablet as a whole probably by a Surface type cover and keep them together
    and use them like a desktop PC or Laptop. that is why Microsoft may call it a laptop. Many may think The Surface Tablet is an ultra portable computer because it's a not a good stable laptop.
  • I think MS needs to include the keyboard to use the laptop tagline. Having said that the Pro is very versatile and capable. I can play games, use the apps I need in tablet mode and switch to desktop/laptop mode on the fly. Oh and inking is by far the best on windows 10.
  • I'm not getting this debate. At the end of the day what I want is a machine which is desktop, notebook and tablet (in alphabetical order;) in one device. At work I use it docked, on the go as notebook / sometimes tablet, at home predominately as tablet / sometines as notebook. I'm software architect / developer so I need reasonable performance. SP4 became good enought to be my only machine. What I love is that I do not need to manage and own multiple devices.  If I'd need even more power I'd certainly go with Surface Book. The absence of kickstand makes it much worse tablet then SP however. Nice use case for kickstand is displaying recipe on the kitchen counter. In the mean time old good surface pro 2 serves docked dutifully as home media center.
  • Surface pro is a tablet that can be laptop when attached with keyboard cover.
    Surface book is a laptop that can be tablet when detached from keyboard base.
    Both are different implementation of detachble 2in1 idea & doesn't force keyboard weight when you don't need it unlike 360° laptops.
  • Keep your observations coming Jason! :-)
  • I wish MS would create a new 10" powerful surface. Lots of ram and 1tb of storage. I would be all over that like white on rice. It would travel VERY WELL. Then, if MS could just get Texture to get off their ass and fix their app!