If you are a tech nerd like myself or an Apple fan boy you have no doubt seen today the latest sale figures of the iPad Pro in comparison to Microsoft’s Surface Pro. While the fan boys are busy celebrating the English teacher in me thought it was about time to give a lesson about how to debunk the tech and for that matter the business worlds continual desire to distort figures and create false perception. Just in case you don’t know what I’m talking about here are a few links to 9to5 Mac, softpedia’s and business insiders take on the latest sales news.
When creating market perceptions the best course of action is always to use statistics from a reliable source which these examples like others have done clearly by quoting IDC’s estimate of “2 million” iPad Pro sales compared to “1.6 million” sales of the entire surface line. Taken at face value this is easy to understand and is a clear win for Apple but the art of spin is about not giving context. Business insider is slightly different in this regard as it states that the iPad Pro was not available until the 11th of November, however again this is selective information. In this instance the information necessary to make an informed judgement is left out, for example that the iPad Pro is available in 40 countries compared to approximately 25 on last count for the Surface line up. These reports also don’t mention the very different retail presence of both Microsoft and Apple which undoubtedly impacted the availability of the newest Surface Pro 4 in many countries. It’s common knowledge that Apple has a well-established retail strategy with 481 stores in 18 countries meanwhile Microsoft has 116 stores in four countries including only 10 outside the US. The result of this disparity is that Microsoft either has to rely on their online store or secondary retail stores like JB Hi-Fi in Australia. My personal observation at several such stores in Melbourne has revealed that most didn’t release the Pro 4 until December and the Surface Book until January. In Australia, much like I’m sure other countries, it is common to get new technology significantly behind the US that is except Apple products which are conveniently available on a global launch day. Given this context the statistics emphasised in these articles has a slightly less impressive and clear conclusion. It is possible to ask why with a larger distribution and stronger retail presence Apple has only out sold Microsoft by 400,000?
Another technique used by spin doctors is to establish credibility by seemingly providing some form of positive information against their established contention in this instance that most of the Microsoft sales were the more expensive Surface Pro models or that the guys at Redman have experienced ‘29% year-over-year growth’. Notice none of this information detracts from the idea that Apple has sold more at least not without further data and analysis but does help to present the writers of the articles in question as unbiased and reliable sources. Unsurprisingly they do not expand too much on the price of the more expensive Surface Pro tablets as it could easily explain the disparity between the sales figures and offer more comfort for windows fans. In Australia the Surface Pro 4 retails from between $1348 ($899 USD) to $3398 ($2199 USD) depending on the hard drive, memory and processor while the Surface Book starts at $2297 ($1499 USD) and increases to a whopping $4197 ($2699 USD) with a dedicated graphics card while the iPad Pro is more affordable in the $1248 ($799 USD) to $1698 ($1079 USD) bracket. This brings up two very interesting points to consider when thinking about the basic economics of supply and demand since demand will be greater in general for cheaper products yet companies will only be able to set high prices if there is sufficient market willing to pay otherwise they risk creating a surplus of stock, Microsoft found this out the hard way with the original surface running Windows RT. Overall this means that 1.6 million Surface sales has likely created more revenue (not necessarily profit as the overhead for both products isn’t actually known) than the iPad. It is also possible to conclude that consumers are willing to pay more for a Surface Pro rather than settle for a less powerful device in the Surface 3. Not only does this additional detail help explain the sales figures but it also raises a question about their actual importance especially since as all the article have had to admit the overall iPad shipments have fallen by 24.8% from last year.
Possibly the most obvious attempt at miss direction is the reliance of weighted comparisons that do not fairly represent similar products. Most people would not try to compare apples to oranges but in the tech world this seems to be common practice as to attack Microsoft’s significance digital trends compares the Surface line to more affordable tablets like the Amazon fire $115 ($50 USD) that can only do a small fraction of the tasks of a traditional laptop. Unfortunately, this is not a onetime phenomenon as 9to5 Mac also highlight a table showing tablet market share this is incredibly rich since they quote IDC’s comments about transitioning to “detachable tablets” and has little relevance on their actual contention about the iPad Pro as it uses existing iPads to inflate market share and utilised the plethora of chip Android tablets to push Microsoft off the list. Unsurprisingly these articles also fail to mention that most market research firms like Gartner don’t actually categorise the Surface Pro let alone Surface Book as a tablet instead it is often labelled a hybrid or ultramobile and counted in the PC numbers. In this context what would be relevant would be a comparison between high end ‘detachable tablets’ or hybrids although an argument could easily be made that the iPad Pro does not belong in this category since most reviews agree that it can’t replace a laptop due to the limitations of iOS.
I hope a few of you have found this a little bit of a learning experience and maybe it transported you back to an English class at school were some teacher was prattling on about persuasive techniques (some of mine are a bit obvious). These types of tech articles are just a perfect example of how we experience subtle manipulation on a daily basis and just proves one of my favourite sayings, knowledge is power. My point although it may not seem like it is not to persuade nor even inform but to encourage you all to think critically and make your own judgement as unfortunately sometimes it’s about choosing which ‘truth’ you want to believe.
It’s been nearly 3 years since Microsoft first released the Surface Pro to champion it’s new look OS Windows 8 and it was meet by ridicule, scepticism and projected failure, who can forget Apple’s fridge and toaster analogy. The tech media was a bit more reserved with most pleased at the overall performance but critical of the poor battery life, weight and extra cost for the type/touch cover. Then came the $900 million write down for the Surface RT and many were ready to forget about the potential of its more powerful younger brother. Not one to follow trends I was never really a fan of early tablets due to their inability to run any of the software I used on a daily basis so I jumped on board once Microsoft changed their strategy in Australian and released it through retail stores. Ever since then I have never regretted a second as for the last few years it has been my major computing device alongside my desktop, I even convinced my Dad, Girlfriend and some random at Harvey Norman to buy one. Sure the battery life still sucks but the pen input was a revelation for teaching whether taking notes or modelling annotation skills while it also allowed me to keep my excel student planner close at hand. This is all ancient history but it’s worth remembering the humble beginnings of the Surface Line as the idea has always remains the same, a tablet that could replace your laptop, we just needed technology to catch up before it became a reality with the Surface Pro 3. The new design increased the screen size but made the tablet lighter and more streamed line with improved battery life yet still a significant power boost. Finally, people started taking notice from students to enterprise Surface Pro become the ultimate hybrid device and turns into a neat $1b profit making machine. That’s enough for the industry to take notice and even Apple was quick to try and copy this new formula in the iPad Pro but without the silver bullet, a desktop experience. So this brings us to today and the 4th generation.
Surface Pro 4
As it was expected the latest version of Microsoft’s innovative hybrid was all about refinement. The slate boasts a slightly larger 12.3″ screen with an impressive 267 ppi and Microsoft’s new PixelSense technology to take advantage of o.4mm thick cover screen to bring improved contrast. For the most part the SP4 keeps the same dimensions as the SP3 to maintain backwards compatibility with existing accessorises. Even so the tablet is a little bit thinner and lighter while still maintaining all the necessary ports. The main improvement is under the hood with Intel’s 6th generation Skylake processors giving a significant power boost that really put the spring in Panos Panay’s step as he could brag about a 30% increase and a 50% advantage over the MacBook Air. It was hard to remove the smile from his face as he joked about the fridge and toaster analogy or alluded to competitors making tablets with larger screens.
To read an in depth comparison between the SP3 and 4 click here.
It wasn’t just the tablet itself that got an upgrade as the new Type Cover offers an improved typing experience with an island style layout and increased depth similar to what is found on most laptops. A new glass trackpad offers five touch points and should provide a smooth experience while an optional finger print scanner will give SP3 users with access to Windows Hello. Likewise, the Pen has been given the once over as well increasing to 1024 levels of pressure sensitivity to further push the boundaries between computer experience and writing on paper. In addition, the top of the pen acts as an eraser something normally, associated with a pencil, which adapts to applications while still providing a quick launch button for OneNote and Cortana. If that wasn’t enough Microsoft have also introduced a range of colours and interchangeable tips so uses can adapt their experience. Finally, Microsoft has gone back to the original design of the Surface Pen by providing a magnet dock on the side of the tablet, at least this time it doesn’t cover the charging port.
Overall the SP4 is a noticeable improvement and gives fans what they wanted faster performance and a more elegant user experience. It has definitely been worth holding off upgrading if only for the boost from the 6th generation Skylake processor. In terms of the competition the iPad Pro can’t measure up as it still lacks the proper experience to replace your Laptop and for the price is an expensive secondary device. Meanwhile the MacBook Air which Panay admits is a great product has an outdated processor and lacks the same convertible experience. However, Apple is not the only copycat trying to capitalise on the Surface design with other PC makers implementing kickstands, removable keyboards and pen input in an effort to keep up but the SP4 which just raised the bar again. It will be interesting to see in the next few weeks with Microsoft’s major OEM’S also hosting device announcements if they can follow the standard that’s just been set.
Microsoft’s big surprise came with only the slightest gossip in the lead up to the event with rumours of a Laptop or a larger Surface but no specs, renders or patients. The Laptop is elegantly designed with a unique look due to the visible gap between the keyboard and screen. The way this comes together reminds me of an empty folder and fits well with the name. The soon to be iconic hinge is where the Surface Book’s design really captures everyone’s attention. It runs out like a carpet to extend the base and give the device balance while the contrast between the magnesium and aluminium gives it a distinct shine that catches the eye. You might think that it’s a bit sad that the tech world has gone into overload over a fulcrum hinge but it truly is a master stroke of engineering. It solves the ever present weight distribution problem with this type of device and allows the two parts to meet perfectly to give the unique shape.
Check out Mashable’s inside with Panay and design chief Ralf Groene about the development of Microsoft’s first Laptop.
Beyond the design the Surface Book boost a 3000 x 2000 13.5″ PixelSense display which means it shares the same 267ppi as the SP4, more than the retina display found on the MacBook Pro. At the entry level the laptop packs a 6th generation i5 processor and 8GB of RAM but at the top end it is a beast which is why Microsoft has labelled it the ultimate laptop. The addition of a dedicated NVidia GPU makes it easily beat out the competition available in comparable form factors and will allow professionals and gamers to render complex 3D imaging more familiar to desktop PC’s and larger laptops. In addition, the ability to upgrade to an i7 and 16GB of RAM makes the top end configuration an expensive yet enticing proposition. Like the Surface Pro’s new type cover the keyboard has been carefully engineered to provide the best typing experience possible. Running Windows 10 the Surface Book performs as you would expect any high powered PC being able to easily run demanding applications like the Adobe suite with no troubles.
It wasn’t all specs however as Microsoft engaged in its own brand of theatre with Panay directing his audience to re-watch the opening promo in order to give us one more thing …
The screen detaches and it becomes a full Surface tablet, surprise. Just at that moment Panay must have been on cloud nine as the crowed whooped and gave a standing ovation. After all he says this is Surface, this is innovation. Now some people might be thinking what’s the big deal there have been 2 in 1 devices that have a detachable keyboard since Windows 8. If you watch the demo its clear Surface Book is different as it is first and for most a laptop and the muscle wire mechanism is nearly as well conceived as the hinge. Relying on a metal that contracts when placed under current it secures the two sections so that Panay is confident waving the laptop around by the screen. Personally the other similar form factors I have played with in stores seem flimsy and didn’t inspire me with a lot of confidence so this is a big change.
Practically the Surface Book provides three possible uses the laptop, tablet or “clipboard” and the canvas. All provide uses with different possibilities to be productive. The “clipboard” is not marketed as a standalone tablet but a portable extension that could be removed when you need to show something to a few colleagues to pass around or take a work through the factory. In addition thanks to the hinge (Simpsons moment of the rod) the screen is able to reverse and lay down over the keyboard to provide a tilted experience for writing and drawing which has access to the GPU and 8 hours of battery life stored in the base. This flexibility alone regardless of any power advantage provides a clear source of difference from the competition which shouldn’t be ignored.
By the end of Microsoft’s event it was clear that they have stopped following with HoloLens, Surface Pro and Surface Book their ready to return to the lead. The company not only has built serious momentum this year through a series of announcements including backwards compatibility for the Xbox One but they now have a confident swagger brought about by a clear vision thanks to Satya Nadella. Unfortunately, this has left me with an annoying problem, which do I purchase they Pro 4 or the Surface Book. Price might have a lot to do with it as here in Australia it seems that the major tech companies feel like we should pay more meaning the top end Surface Book comes in at $4100 while the i7 SP4 is a bit more affordable at $2700. If only money grew on trees and I could get both.
Check out the full Surface announcement here.