For years, Microsoft had to suffer and trudge through the mess it made with its Surface brand. Initially, the announcement of a Windows tablet drew wide skepticism and soon after, floundering sales. The company’s botched rollout of Windows RT and x86 versions did nothing to help the struggling tablet, amounting to the perfect storm of $1.7 billion in Surface losses.
Most figured that Microsoft would’ve thrown in the towel at the point, but they stuck it out despite the numerous, seemingly insurmountable, challenges to the Surface brand. This makes one of the company’s most recent offerings, the highly praised and lauded Surface Book, a breath of fresh air for the troubled line. And it looks like Microsoft’s decision to stay the course despite the troubled waters will pay off big time: according to Beta News, Microsoft is set to dominate the detachable tablet market by 2020.
This is great news for Microsoft and its loyal following, and terrible news for anyone with an unwavering belief in the Surface line’s doom. (You can almost hear the tears slowly falling down the cheeks of Apple fanboys.) This piece of news, along with Strategy Analytic’s most recent findings, point to a trend of falling shipment of traditional tablets and a rising demand of detachable tablets like the Surface Book.
While the demand for 2-in-1 devices is set to increase from 16.6 million units in 2015 to 63.8 million in 2020, it doesn’t necessarily mean the Surface Book will be the one device to rule them all — the findings take into account all detachable tablets, after all. Microsoft’s renewed vigor in presenting a unified vision for 2-in-1 devices along with the absolutely stunning quality of their products have really shown glimpses of Satya Nadella’s plan for the Surface brand,
Windows 10, and Microsoft overall. with the tablet market, though, Microsoft has a huge opportunity to do their best iPad impression come 2020 should they capitalize on the momentum gained from its thorough trouncing of the iPad last year — an opportunity they’ve been waiting for a pretty long time.