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Microsoft Corp (MSFT)’s Surface is Cannibalizing Apple iPad Sales

Microsoft Corporation (NASDAQ:MSFT) Surface Book Pro

Microsoft has a new lease on innovation and the ancient firm is now in tech news as much as new and nimble tech startups. The Surface line is already cannibalizing iPad sales in the tablet market. The Surface Book was sold out even though it was the firm’s first major attempt at premium hardware. Windows 10 is smashing success, Edge is winning new awards, and Cortana is getting on many iOS and Android devices.

Microsoft Corporation (NASDAQ:MSFT) Surface Book Pro

Now, Microsoft is taking its innovation a notch higher as it prepares to launch three news all-in-one (AIO) devices for its Surface brand. An AIO PC device is a computer that qualifies as a full-fledged laptop but versatile and nimble enough to be dismantled to function as a full-fledged tablet.  In June, the grapevine was abuzz with rumors that the firm was working on a Surface AIO device. Now, latest reports indicate that the firm is working on 3 AIO PC devices and a 2017 launch in imminent.

Meet Microsoft’s new Surface devices

Based on a report on Windows Central, Microsoft has started testing out new devices as it plans to refresh its Surface line. To start with, the Surface Book might be coming out with revamped internals such as native support for USB 3.1 and new graphics interface for 3D and 4K graphics. The firm is also reportedly working, on finding something more aesthetically pleasing than the unsightly fulcrum hinge.

The more interesting news is that Microsoft is testing out 3 Surface All-in-One devices. The firm is reportedly testing out devices with a 21-inch with Full HD display, another with 24-inch screen an 4K display, and yet another device with a 27-inch screen and 4K display. It is still unknown if the 3 devices will make it to the market or whether the Surface team will merge the features into a single device.

Nonetheless, the Surface All-in-One PC is destined to be a stunner when it makes its way to the market. Apple’s iMac and Lenovo’s Yoga Home 900 are market leaders in the PC AIO space. Nonetheless, the Surface team has been delivered impressive performance with the Surface Book and Surface Pro.

The Surface phone is still a no-show – not for lack of progress but for lack of information.  However, bad news leaks out and travels faster than good news; hence, the fact that we haven’t heard anything about the Surface phone suggest that all is still well.

Microsoft is overtaking Apple

Just last week, Microsoft threw shade at Apple when Brian Hall – General Manager of the Surface Brand blasted Apple for its lack of innovation since the demise of Steve Jobs. Hall was quoted saying, “I compete with Apple and respect them. but they ARE doing their customers a disservice at times with old tech…” Apple has not been able to recover its innovative edge but Microsoft has been bursting with an innovative edge in the last couple of years.

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Victor Alagbe is a seasoned business and finance writer with a specialty in writing about how to invest for the long-term in healthcare, pharmacology, energy and tech stocks. His long-term focus is on stocks that provide a nice mix of growth and income. For the short term, he passionately writes about trading stock options for the excitement and leverage that stock options offer.

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