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Microsoft purposefully aimed Surface Laptop at a wide audience — and that makes sense

Microsoft's Surface Laptop has caused some confusion among Surface fans, because it's the first Surface device that doesn't really do anything unique compared to other devices in its field. A lot of people think that's a bad thing and can't seem to understand why the Surface Laptop even exists.

The Surface Laptop isn't for the normal demographic that Surface usually targets when creating a new device. The Surface Pro, Surface Book and Surface Studio are all products aimed at very niche markets, such as creators. The Surface Pro targets the largest market, professionals. Apart from that, the Surface line has a very specific group of people in mind.

Surface Laptop demographic

But with the Surface Laptop, all of that changes. The Laptop is the first Surface device from Microsoft that's targeting a much wider market: college students and "normal" users. The Surface Laptop is the Windows equivalent of the Apple MacBook, designed for a much more common and normal market compared to, say, the Surface Book.

And this, in part, explains why the Surface Laptop doesn't really do anything out of the norm. It doesn't detach or flip around or have any "special" function; it's a straight-up simple laptop. It rocks a super unique and interesting design, however, making it one of the best-looking and premium-feeling laptops on the market. But apart from that, it's literally just a laptop.

And that's not a bad thing.

Wider audiences

If Microsoft is trying to target the widest possible audience with the Surface Laptop, it needs to make a generic device, for lack of a better word. The Surface Laptop is arguably just that — Microsoft's typical, generic Surface device to pull new audiences in on the platform. It's for a much wider audience, and that's an important thing to keep in mind when comparing the Surface Laptop to other Surface devices on the market.

Microsoft fully anticipates the Surface Laptop will become its most successful and popular Surface device, and that's not so hard to believe. As mentioned above, the Surface Pro, Book and Studio are all aimed at somewhat niche markets, so for the Surface Laptop to become the most popular Surface, all it'd need to do is be aimed at a much wider, general audience. And then, of course, people need to buy it.

So, the fact that it doesn't do anything unique or special is by design. It's supposed to be a typical laptop. Surface Laptop isn't just an aspirational device for new Windows 10 S devices, it's an actual device people will want to buy. What's more, if you buy it before the end of the year, you get a free upgrade to Windows 10 Pro, which is another incentive to grab one sooner rather than later.

The Surface Laptop doesn't signify the death of the Surface brand's uniqueness, however. Microsoft will still refine and improve upon its Surface Pro, Surface Book and Surface Studio lines, as well as introduce new Surface products in the future. Surface Laptop is just another product in the Surface family.

Surface Pro, Surface Book, Surface Studio, and now, Surface Laptop. That's the new Surface family.

  • Related: Win a Surface Laptop from Windows Central!
Zac Bowden
Senior Editor

Zac Bowden is a Senior Editor at Windows Central. Bringing you exclusive coverage into the world of Windows 10 on PCs, tablets, phones, and more. Also an avid collector of rare Microsoft prototype devices! Keep in touch on Twitter: @zacbowden.

  • Surface Laptop doesn't really do anything out of the norm?? Really not being able to go on internet and download whatever is normal?
  • Is going on the internet and just downloading .exe files all day a hobby for people? I was unaware. In seeing how people use PCs, they use Office, browser, email, and services (iTunes, Spotify, Netflix). As a rather advanced user I don't have any .exe files running or installed on most of my PCs. Guess I'm a freak, or something. Is it really a hard concept that there are different devices for different demographics, usage cases, and needs in 2017? When I look at the PC scene all I see are specialized devices with unique and differentiating attributes. Surface Laptop is no different and that's OK. The strength of modern PCs and laptops is finding something that fits your needs. Surface Laptop does not have to be the laptop for everyone, by pricing alone it cannot be. I just don't understand this "well, I don't want or like Surface Laptop ergo it will fail or not succeed for Microsoft" rationale. I'll say it again: the very strength of Windows that so many of you tout (installing random, old, and terrible .exe files from "the internet") is the same thing that's ruining PCs for regular users. It's literally the reason why people went to Macs - viruses, PC rot, slow downs, etc. - that none of you seem concerned about in the very least. That is what I find disturbing and not normal.
  • I think this is kind of the introduction of Windows 10S and oficial RT rethink replace. However it is definitely a beautiful piece of hardware that I do honestly would love to have. Also is not bad though that I have the option to upgrade to pro in case I need it.
  • If it is really aimed at a wide audience, it should have a back camera and the capability to rotate into a tablet mode.
  • If you want that, there's the Surface Pro and Surface Book Options. The Laptop is an option for different use case.
  • For people who love W10S for its security and are willing to pay $1000+ for a laptop, is it too much for them to ask for a basic feature like back camera?  You need it to take photos, Skype for the back images, and to support the upcoming 'View Mixed Reality' feature.  It is funny that MS had to borrow SP4's back camera to demo the 'View Mised Reality' feature on stage while the Laptop doesn't even have one. In order to draw comfortably with pen, the tablet mode laying flat is the most desired position.  Even the demo video shows that students are drawing in that postion.  But the Laptop just can't do that.  What are Panos' design team thinking? To me, these are the two design flaws that could discourage wider audience if not students.  The Laptop itself is a beauty, but unfortunately crippled.  I would look for other OEMs' W10S offerings. If HP would offer a W10S version for their Spectre x360, it could be very popular. MS could also install W10S on all the Surface models and let users to decide whether they need to upgrade to W10 Pro. That certainly would encourage UWP app development.
  • Yeah just what we "all" needed: a laptop that's "nothing special" and starts at over One Thousand dollars -- $1000.00 This site and Micro$oft must REALLY think people are stupid. Get ready for more excuses on Microsoft's latest epic fail. LMFAO!
  • You have never seen people with Mac or iPad, do you? ;)
  • Reynaldo Navedo, I agree.  Also agree with Yangstax, a back camera, and a 2-in-1 mode would also be nice.  But I understand why those things are not included - Daniel pretty much points to a problem that I have been on about for a while.  Not every device can, or needs to have every feature included, especially when you are attempting to target a specific sector of the market. What gets me though, is the price.  Starting at $1,000 - seriously?!  I don't get where people are getting all this money to just throw at these devices.  Anything north of $600 is crazy.  And I understand if the device is work-facing.  In my time, I have purchased plenty of work-facing tools and devices, and have spent way more than a grand easily, in most cases.  But this is a consumer device.  Starting at $1,000.  Wow.   Maybe the trick going forward should be, that if Microsoft really wants to hit a "wider audience" with the Surface brand, is engineering similar performance at lower prices.  For example, maybe instead of an Intel under the hood of every device, throw normal people a bone with a Ryzen model, or two. You know, just one example of intelligent cost cutting, without sacrificing performance to shave a few dollars off the SRP.  Being that they are Microsoft, I am more than sure that if they wanted to, they could come up with plenty others. I just find it hard to believe that this is the same company engineering GTX1080 level processing power into a consumer friendly priced $400/$500 game console (Project Scorpio), yet cannot deliver a decent, mid-spec'ed laptop for the consumer friendly pricing, of under $600. 
  • Daniel Rubino, you just shrecked thay guy. 👍
  • I'm quite techie myself I think, and I too prefer UWP over *.exe.
    Plus, UWP is sandboxed, why would you prefer softwares that write datas into the registry over clean installing / clean uninstalling? A store front, easy to find, easy to update, clean install, clean uninstall, cloud sync, etc... is also much easier for my parents (and you prob don't want'em to go *.exe hunting by themselves) --- techie / nerdy side of me ---
    I used to arrrange StartMenu back in the day, because I hate messy desktop and taskbar.
    Got tired eventually, I then wrote myself a StartScreen-ish program.
    Program can be launched by short-cut key and you can drag&drop anything onto the pannel.
    Click on the icon or type a few words to search and press Enter to launch whatever you've pinned on it.
    Data stored in D drive, so all my settings will be there even after I reinstall my Windows.
    (If I clicked on an invalid link I'll just have to install the application, simple)
    I don't really relay on pointing devices (except graphical application like Adobe, 3dsMax, Unreal, etc) I use mainly keyboard to operate OS, file explorer, window, dialog, Chrome, Visual Studio, etc.
    I use Menu (Context) Key quite alot. I'm a lazy programmer that hack applications and websites to write automations.
  • I look forward to the Rubino smack downs
  • They are a great read, Daniel is as subtle as a sledge hammer 🔨
  • I agree with just about everything said here. My issue with the Surface Laptop is that it's always been my understanding that the Surface line was supposed to the state of the art. It was to show what's possible. At the very least, it was to push the envelope. I feel like none of that is done with the Surface Laptop. What sets it apart from the crowd? How does this encourage the various OEM's to step up their game? I just feel like it could have been more. It seems to be a perfectly fine laptop, but I don't think it fits the Surface line. It's like when Porsche came out with an SUV. It sells like hotcakes (relatively speaking), but people who are Porsche purists don't think of it as a proper Porsche. The engine's in the wrong place and it's not rear wheel drive. But people who otherwise wouldn't consider a Porsche buy it for the badge and because they need a larger vehicle so it's good for Porsche's bottom line. Similar situation here. People will buy it for the badge and because it fits their budget and it will be a quality laptop for them, but Surface purists are going to be disappointed because it doesn't push the envelope in any meaningful way.
  • I think that this time around, the Surface Laptop is less about inspiring and encouraging OEMs in terms of hardware design, and more about trying to widen the reach (and profitability) of the Windows Store and therefore encouraging UWP developers by increasing the ratio of store users with more expendable cash.
  • Things change.
  • Yes, you are a freak! Most people have .exe's running all over their systems. 
  • I, Personally,  would love to see all software go through the store.  It would make everything so easy.  Updates automatically, all new software available in one place,  easy payement option.  etc.
  • Totally agree, plus the security aspect is to big to ignore. If the store grows at a reasonable rate, my next hardware purchase will be 10S
  • I really like the store, I really dislike having multiple 3rd party updaters.
  • hey Daniel, I see your point. But isn't this laptop quite a bit too expensive for a device targeting a "broad" audience? You can get a perfectly balanced HP Spectre x360 with i5, 256 / 8GB for 1200€. The same configuration on the laptop would be around 1500€. And you are loosing the ability of tilting the screen for tablet-like interaction.
  • Part of the whole point of the Surface brand, originally, was to encourage wide adoption of Windows by Microsoft hardware partners and third-party OEMs on new devices.  The pricing of Surface devices may very well be deliberate, so as not to undercut or compete directly on price with these device manufacturers.  It is almost like Microsoft doesn't want Surface to be too successful, lest the device manufacturers cry foul that Microsoft is trying to take their business.
  • Precisely! It's nothings but an overpriced joke with the Surface branding attached to it. Even the Surface Pro 4 is better at this same price point.
  • A childish rant and for what I asked two questions. Or did you not notice the ???????
  • I can certainly see the value in a "locked down" machine. Too many users are able to do damage to their machines by running junk off the internet. The Windows Store can ensure a certain level of quality and security that can help prevent machines from becoming bloated, bogged down, and performing as if the whole thing is running in a browser.
  • @Daniel
    If you are a real pro user, you will need lots of real software: .exe.
    Developers, architects, designers, project managers, scientists, researchers, academics, .... just name it. That's why we need real OS, that's why we use Windows.
    If someone like you, who is writing small articles, lite video editing, chatting, blogging, browsing,... perhaps you don't need it so much.
    Reality is, until all big names are available in the Windows Store, using .exe is the only way to get the job done. The REAL job done.
  • And you can get REAL PRO WINDOWS on the Surface laptop or any other W10 S laptop for free until Jan 1 2018...whats the ******** about??????
  • All it takes is needing one .exe program and you have to convert the device to full windows. What if I need to install software for a peripheral that's only available as a win32 exe? As a college student I sometimes needed to to install software for various classes, all .exe.
  • Very true! To take full advantage of peripherals like printers, scanners, digital fax machines, etc, which many consumers still use today, you'd require their full featured software, which every manufacturer provides as an exe application. Also, what about drivers for unique hardware features like HP laptops with touch-sensitive buttons, those tend to be best provided by the device manufacturer's software as Windows update is usually outdated and could be sending defective drivers (it's no secret how bad Windows 10's forced updates are). All of the above require exe files or some other installer outside the Windows Store, and are used by regular users.
  • As a rather advanced user I don't have any .exe files running or installed on most of my PCs. Guess I'm a freak, or something.
    That's really, really unusual Daniel.  From power users to non-techie users, most people do have exe files running, lots of them.
  • I'm sure the Laptop is fine for many students (one intended target group). But not for all. Many STEM students will find W10S too limited.
    * Those that write math... LaTeX based systems are far superior to Word for writing long, structured documents with equations.
    * If a student needs to do computations, typical tools are MATLAB, Python with NumPy, Mathematica, Maple, etc. Or more specialized tools such as gProms, AspenTech, etc, etc. It may be necessary to use editors that support languages that are not supported by Visual Studio. Using Excel is *not* an option for such use.
    * Yes, some of the above may be run in a browser, etc, with storage in the cloud (LaTeX, Python, Wolfram Lab, etc). But what if the net is down/slow? Today, I worked with MS Visio. Like Office, Visio tries to "force"/default reading/writing files directly to doclive/the cloud. A horrible, horrible experience: doing "save as" caused the system to hang for close to a minute before the file browser window popped up so that I could choose what to name the file. This was because it defaulted to save directly to the cloud. When I discovered that I needed to choose the SSD disk first, the browser window popped up in 0.5 s or so. My point: for many STEM students, it is not an option to completely avoid exe files.
  • Well then take advantage of the FREE UPGRADE....all it does is activate a switch...THATS IT!  Everything else is the same!  My Jesus,  it's like people cannot read a complete sentence these's been said MANY MANY MANY TIMES here that you get a free upgrade until Jan 1 2018 for unlocking the S OS to unlocked windows...Please people read before you make silly comments!
  • Ah yes, the Surface Laptop is only available until 1 Jan 2018.
  • At that point though you might as well get a Surface Book
  • That starts from £2,300 though for the current model. If you want a stylish laptop though the HP Spectre 13 (non-X360) is beautiful and also cheap as there's no touch screen or QHD resolution (comparing it next to my Pro 3 the HP doesn't need higher than 1080p as its a very nice screen as it is) There's numerous things it doesn't have but it does have looks that beat the SL and for those crazy people.who love USB-C so much they want it everywhere its got 3 ports two of them.Thunderbolt
  • I would rather the surface laptop for even one reason...the FUGLY hinge on the surface book.   Adds unneccessary thickness to the device,  and from the one I used,  it's flimsy.   next up is the price,  the book is ALOT more expensive than the laptop.
  • 👍
  • You know it's quite apparent from the writers on this site mouthing Micro$oft's lame BS that they really look down on people as idiots. It's really offensive.
  • Their attitude is agree or move on .
  • Freedom to download and install programs without microsoft dictating anything is what you think is "ruining PCs" for regular users? Dude, you're sounding like you really want some big brother to hold your hand throughtout your usage of a computer, if that's the case, an iDevice is what you need, so go get one. Freedom to do as I please with a computer I paid for is what keeps me on Windows and what makes my PC (Personal Computer) truly personal. Don't need no big brother dictating everything to me like some sheeple. Regular Windows users download applciations like Chrome, Firefox, Office, iTunes, etc. Last time I checked, those are ALL currently only available as .exe files. If a regular user can't install them when they want, that's what will frustrate them and make them ditch the "new" computer they bought with Windows 10S, just like they ditched Windows RT devices. Requiring them to pay extra to do what they're used to on their "old" computer won't sit well with a regular user. Only thing "ruining PCs" for "regular users" is the PEBCAK malware, which can't be stopped regardless of what software you use. If a regular user can't be bothered to think before they click, they'll still get their device infected regardless if using a Mac or a Windows PC. Only thing they'll be getting once they switch to a Mac is security via obscurity, nothing more.
  • Ok,  OFFICE,  ITUNES, even photoshop for NON professionals are available in the store,  or will be VERY soon.   IF YOU NEED to install EXE,  ITS A FREE FRIGGING UPDATE!!!!!  quit ******** about this.  it's a non issue.
  • Is it a free frigging update forever? No? Then shut up about the "free update"
  • SO what  50 bucks.   And you have till jan 1 2018.   SO YES IT'S FREE until then....childish whiner!
  • I agree, I just setup a new PC and other than dev tools everything I've installed was UWP from the store! I have O365 for business but haven't had the need for Office on this machine yet, if I could I'd rather get that from the store though. I hope one day Adobe bring CC to the store and can drop their 3rd party app manager and updater, I just want the applications and for them to stay up to date not the other crap it installs
  • The goal of Surface laptop is to go promote better pro designer apps in the appstore, so all software available for Macbook from Adobe, Autodesk, etc is published into Windows 10 store.
  • I don't get the confuse part... Like phones, you have different product in different price range. Just choose whatever suits you.
  • Exactly. Unlike Apple users who have no choice but what Apple makes PC users have dozens of choices - almost too many - making critiquing of one product seem misplaced.
  • Apple users have the same choice like anyone else. But they want a Macbook. They can choose a Microsoft Surface laptop but they probably won't because it's not Apple. Its the same why nobody wants a Windows phone.
  • Apple users have about the same choice as someone who lives in a communist country....meaning 1.   Apple users cannot decide they want to use a non apple device,  and run MACOS.  Apple users have very limtied under spec'ed over priced devices for PC use.
  • well the problem here is that this price point is the same as the pro's. the entry level pro has always been just under 1k. if it's not specialized, then lower the price.   
  • EXACTLY! At this price point, what it offers is a joke compared to similar priced OEM competition, and even compared to the Surface Pro 4. The Surface Pro offers all of the following uses/features over it for the same price tag: - It's 3 times as versatile (a mono Laptop vs a Tablet + Digitizer Drawing Board + Laptop in 1). - Can practically replace ALL your needs for pen and paper. - 2 higher quality webcams (5 MP and 8 MP vs 1 front-facing only 720p webcam). - A higher resolution display (funny how they increased the screen size and gimped the resolution). - A convenient storage expansion port (MicroSD card slot vs being stuck with what you bought or having some dongle sticking out of your Laptop). - Comes with Windows 10 Pro regardless of when you buy it. - etc. Money is not the problem here, this is simply an overpriced joke like them apple products, but this time, with a Surface logo. There's a major difference between being able to afford something and getting separated from your cash like a fool. Daniel can't seem to realize that.
  • Nobody needs a Surface laptop for that price. It will fail.
  • I can't see how you could be so confident in that "nobody" bit. People. Bought. iPads...and used them as pseduo computers. I still see it on planes and even media events with that one guy who uses an iPad like a PC laptop. Now I'm being told that something that is even better/more powerful is going to fail.
  • Let's talk about this after 1 year. Then you know ....
  • Here, this might help you take your blind folds off. In the case of the toyPad, there was no competition to get the same experience. If you wanted iOS, your only choice is the toyPad. In the case of this "better/more powerful" Surface Laptop, there's already loads of OEM competition offering much better value for the same price. Take a DELL XPS 13 for example, for the same price, you get a more future-proof device with a Thunderbolt 3 USB Type C port, a storage expansion port (Full Size SD Card reader), double the full USB Ports, double the RAM, and unrestricted Windows 10. All of that in a more portable package (albeit 2 hours shorter battery life). You don't even need to look beyond the Surface line to realize the Surface Laptop is and overpriced joke compared to the competition...
  • IPads found a unique niche to exploit. They offer a unique combination of attributes, which make them very successful in the tablet market. You see many iPads on aircraft because of the form factor. They're smaller and lighter than laptops, and they offer excellent battery life. At media events, you'll see them again because of their size. They're compact, but just large enough to use with a real (albeit very cramped) keyboard. Despite their size, they're powerful enough to run simple games, they are perfect for watching videos, and can even be used for word processing. IPads compete against other tablets, and they do so very effectively. Against Android tablets, they compete especially well. They're better to use than Android tablets in the horizontal mode, and that makes them much more appealing and useful, in my opinion. I think many of the millions of iPad users would agree with me. Surface tablets, on the other hand, basically blow iPads out of the water, but Surface tablets compete more often against regular Windows laptops than iPads, since they are fully functional Windows computers rather than merely iPad compeitors. They're functionally so different from an iPad, that one could argue that they're not even in the same market.  The Surface Laptop, on the other hand, is just a laptop. It clearly has to compete against other laptops. There is nothing truly unique about the Surface Laptop, other than style, and the optional (at this point in time) OS installed on them. They're not functionally very different from ultrabooks offered by HP, Dell,  Asus, Acer, or Apple, to name a few manufacturers. I'm not saying that the Surface Laptop is an obvious failure, but I will say that it has a much more difficult road to travel to find success. 
  • Before you accuse me of being an 'isheep,' both my wife and son use iPads, but I don't. I much prefer my Windows 10 laptop. I have no interest in purchasing an iPad for myself. I also wouldn't buy a Surface Laptop, since I feel there are better options out there for the cost of a Surface Laptop. 
  • Seems expensive to me, too, but if Microsoft can sell them more power to them!
  • I would need it for its price. Even if i don't need it, i would WANT it. I'm sure i'm not alone.
  • Yes, and I love my Lumia 950. I am sure I am not alone but still, it has failed.
  • I love my lumia 950 as well. For whatever reason some people think it failed, i am not disappointed to the point that i would hate it (or the Surface Laptop for its price) because most people did not buy it. I love my lumia 959 a lot because i love it and care less what other people want.
  • I have a 950 XL and it is the best phone I have ever used. Pity so few others seem to notice. It is the same with my SurfaceBook. I love them both and could not really see myself going backward to use a laptop, or an Android phone. At least the Surface Laptop has a touch screen. But, it's not for me. I was hoping for a wrap-around keyboard design - that, I would have gone for. But not a laptop. Been there, done that. I'm way past a laptop these days. I teach high school physics and without a tablet form-factor I cannot write lecture notes on the main screen during class with my pen. There are just so many times I want tablet functionality with a pen that I could never be satisfied with a laptop. Like a MacBook - it's so last century.
  • It is much better than Mac Book Air since you get a 2256x1504 display vs a crappy 1400 x 900 you get onthe Mac, which also doesn't support Surface Dial and Pen. For same price I would purchase the Surface, much more value for your money than Apple
  • Apple wouldn't even exist if price point was an issue.
  • Crapple has what are defined in the dictionary as sheeples, those are rear on non-apple platfomrs...only selling point this Surface Laptop has over any other similar priced OEM offering is the logo.
  • Strongly disagree - look on the campuses of the world - so many students using MacBooks which are in the same price range - but if you look in more detail, they are running a Windows Image on that piece for most of the time to get their Software enabled - so why not getting the native Win10 device (with or with 'S'), and getting the rest (the important thing like ITunes) as an App - I talked to several students over the past weeks - and a lot of them like the surface laptop very much and would change it immediately if the could....
  • I tried Mac once and couldn't do it...
    No menu key, much lesser short-cut key support...
    Relay on pointing device too much imo... (moving mouse here and there is slower than hitting a few keys) e.g. type "aple" and hit space, "aple" will be highlighted.
    How would you correct it?
    1. move you cursor from the other side of the screen and click on the word, move cursor to the top of the list and perform another click
    2. press left -> press menu key -> press down -> press enter People should master these lilo tricks, especially if you are pro programmer, pro designer, etc.
  • And how to delete?
    Press cmd+backspace to delete... but in other software, you must press ctrl+backspace to delete...
    Lol... Is so dumb
  • Exactly. MS created this device so other OEMs can build cheaper copies. The Laptop is just a pattern for great devices with Windows 10 S, like every Surface device is a pattern for OEMs.
  • If the audience they were targeting are supposed to change their laptop in the next two years then they are good.  The surface laptop may check multiple boxes for sure but future proof is definitely not one of them.  PS. Im talking about the absense of the USB C/thunderbolt port.
  • While I personally love USB Type's not the solution for everything. There are, let's just say, workarounds.
  • Besides there are very few USB Type C devices available and I don't think that will change any time soon.
  • What about in the next two years? not everyone is looking to upgrade laptops every two years.
  • Well considering it has been around for roughly 3 years and there are only a handfull of devices available, I would say it is not likely to be the mainstream USB choice in the next couple of years. I don't think most people will change over till they have to.
  • I disagree emphatically.  Look at the wave of new phones coming out that have adopted it.  Its story is compelling when compared to legacy ports.  Reversable form factor, enough power to charge a laptop, enough bandwidth to carry a display signal, and fast enough data speeds for virtually any use.  With a reasonably priced hub you can charge the laptop and connect peripherals and a monitor with a single cable. Daniel, "workarounds"?  Please... 
  • Please mr Daniel, show me this your "workaround" for getting an eGPU on the Surface Laptop...
  • "The Laptop is the first Surface device from Microsoft that's targeting a much wider market: college students and "normal" users."   True. And it fails clamorously at that. Microsoft isn't a life-style brand. Apple is. Which is why Apple manages to sell overpriced crappy laptops with a useless OS to some people. Not many though. So if anything, with an overpriced, underpowered and running a sh*t version of Windows, Microsoft AT BEST went after Macbook users and no one else. Problem is: a Macbook user will NOT replace their overpriced limited device by an equally overpriced limited device running a different OS...when they're already entrenched in the Apple ecosystem.   The only explanation there is for the Surface Laptop is Microsoft trying to convince their OEM partners so hard that Windows 10 S(hitty) is worth even considering that they attached the OS to a Surface branded laptop. Of course, barely any Windows user will keep Windows 10 S(hitty). The moment they open Edge to download Chrome and they aren't able and see they have to upgrade to Pro, they will. And OEMs will therefore see that W10S has no real use.
    They'll see Microsoft's attempt at making Windows 10 S(hitty) a thing as a waste of time and money...specially after they managed to erase people's memories of the Surface RT and the version of Windows that came with it. All that will remain is a competitor laptop. Once again, this will probably backfire. In the end, I don't believe for a single second Microsoft's OEM partners are happy with the existence of the Surface Laptop. Because, even if ANY Windows laptop in the same price range is superior to the Surface Laptop, the message consumers will be getting from Microsoft is "out OEM partners aren't doing a good job with their laptops so we make our own".
  • Are there other Windows 10 S Laptops in that price range? Hadnt heard about them, links?
  • HP, Dell, ASUS, Lenovo, ... all have low entry point windows machines. What does the S designation mean? Restrictions on browsers and search? With a free upgrade (at least until end-of-year) to full Windows.
  • Windows 10 S(hitty) no. But then again, no one wants them anyway ;) All laptops in that price range come with the superior Pro installed.
  • Youre a moron
  • And *you're a child
  • "You label it Windows 10 S(hitty)", and you're accusing another poster of being childish?  Time for some self-reflection, junior.
  • 'Microsoft isn't a life-style brand. Apple is.' My question is though, how does a brand get known for being in that same league as Apple? Where's the starting point? Maybe MS want to change this and become that kind of brand? Apple became known as hip and cool by making good, high quality hardware (MS are doing this) running a tightly-controlled OS that wasn't (and still isn't really) mainstream. My point is, this is MS starting to target that audience, and they're trying to get that branding. Gotta start somewhere.
  • You forgot overpriced. I mean that's one of the things that made them stand out. It was a status symbol in my sub-region of Southern Africa.
  • In my country it still is. And for the cheap bastards there is Samsung and other Android hardware.
  • I'm not sure Microsoft wants to be a lifestyle brand. In fact, I think it's the opposite. Considering they pretty much abandoned Windows Phone after it flopped (they tried to turn to enterprise but that flopped as well), they abandoned the Band (and apparently their wearable efforts) and all their Surface devices (minus this Laptop abnormality) are geared towards productivity and enterprise, I'd say they want to regain their status of a Corporate Brand.   Actually Apple didn't become hip because of their hardware. Nor their OS. They became cool because they created an ecosystem and a message around their products that constructed a cult around the brand. When they focused on "for creativity and entertainment" they made sure that they not only created a strong digital music platform but also provided the best software and hardware for people who were into music (and later video). They built a clear message around their brand and aimed it at a clear audience. And they delivered. Apple's current problems with their loyal fans is exactly because of that. iSheep are increasingly frustrated because the hallmarks of Apple are being taken away by other companies.   Microsoft doesn't have a strategy of that kind. Their focus is all over the place. They want to focus on enterprise one day, then gamers on the next, then Augmented reality on another day, then creatives on the day after...and in the end they focus on no-one. This Surface Laptop is a great example of that. It makes absolutely zero sense no matter the perspective you try to look at it from. It only makes sense as a showcase for the Windows 10 S(hitty) launch...but then it's that version of Windows itself that makes no sense.
  • The Surface brand breaks totally your idea of not being a life-style. Today we say "that guy has a Surface" and not "that guy has an hybrid" - like we say "that guy has an iPad" instead of tablet. I understand your idea... iSheeps are frustrated because apple is not the role model anymore regarding the style, design and innovation... and this is making you sad and frustrated.
  • 2012 is the year Mac users finally get to resize-window-from-any-corner officially, what a life-style...
  • And still working real bad
  • Saying "that guy has a Surface" doesn't mean it's a life-style brand. It means that there's brand-awareness. They are two different things. A life-style brand is one that creates a "cult", a modus vivendi so to speak. It represents a way of life for people, who cherish it and swear by it. The fact that Apple created iSheeps is the testament of that creation of a life-style brand. They bought into the Apple-way of thinking and are fully committed to their vision. Which is why Apple could release an actual **** with an Apple logo in them and people would still buy it in hordes. Microsoft has none of that. Surface is a recognisable brand BUT it's absolutely attached to the Microsoft brand. And Microsoft isn't a life-style brand. At best, they're a Corporate Brand. What that means is that, apart obviously from the couple of die-hard Microsoft fanboys around here, normal consumers don't flock to the stores every time Microsoft releases a product. In fact, just take as examples the failure of Xbox One to attract consumers - specially in Europe - or the fact that you never see waiting lines for the release of any Surface device...or, of course, the most obvious example of all: how Windo