Microsoft made some serious noise in the tech world this evening by unveiling a new kind of tablet: the Surface. The new device isn't just an exciting piece of technology — it also changes the game for Windows devices because it's built by Microsoft itself.
Microsoft revealed many details during its event — including the operating system (both Windows RT and Windows 8 Pro), the screen size (10.6 inches) and how the clever Type Cover keyboard accessories would work — but it also left some key questions unanswered. Foremost among them: How much money consumers can expect to spend on the Surface.
We likely won't know those answers until we get much closer to the release of Windows 8, which is expected to be this fall (Microsoft hasn't set any official date). But make no mistake: Microsoft just threw a wild card into the tablet game, at the same time shaking up the Ultrabook market as well.
Before we know just how much impact Surface will have, though, Microsoft needs to answer some key questions. Here are the Top 10:
How much will it cost?
This is the biggie. All Microsoft said at its event was that Surface would have a price "comparable" with tablets and Ultrabooks.
Surface will come in two versions — one running Windows RT and another that'll be more of a desktop replacement running Windows 8 Pro — at hugely different price points.
Cheap tablets start at $200, and cheap Ultrabooks around $800. But the median prices for the two categories are closer to $400 and $1,000.
Significantly, the latest iPad starts at $500, and Microsoft must be seeing it as the chief competitor to the Surface RT.
When Will it Be Available?
Since it runs Windows 8, Surface will need to wait until the OS's official launch before it arrives. Best guess at this point would be October or early November, but again, Microsoft hasn't said said when Windows 8 will be on store shelves.
Why is Microsoft Building the Surface Instead of a Hardware Partner?
It's unclear, but there are probably a number of factors at work. Microsoft has seen Apple's massive success in the tablet market, noting the advantages to building both the hardware and software.
It may recognize that tablets are fundamentally different from PCs, and that a top-down approach is better for this market.
It may also have considered partnering on Surface, but decided that all its hardware partners were unsuitable for various reasons.
Sony, for example, makes well-designed PCs, but they tend not to compete very well on price. HP, as a company, was turning away from the consumer market up until less than a year ago. Acer and Asus have also had management issues, and since they're based in Asia, Microsoft likely wouldn't have had the control it wanted.
How will Microsoft's Partners React?
With trepidation, probably. A big part of why Microsoft is revealing Surface now — as opposed to at the Windows 8 launch — is likely to avoid overtly offending its partners. After all, unveiling the Windows 8 tablet right when your partners will also be releasing theirs would be extremely bad form.
But even though Dell, Lenovo, Samsung et al. have just received a heads-up about Surface, that doesn't mean they're going to be excited about competing with it. Microsoft is going to need to reassure its partners that coming to market with Windows RT devices is still in their interest.
Is This an iPad Killer?
Most certainly not. Apple commands a huge portion of today's tablet market, and it's ludicrous to think the Surface will significantly alter that picture (no matter how cool that magnetic stylus is).
However, as a long-term bid for growing its tablet presence, Microsoft could have done a lot worse.
The tablet appears to represent Microsoft's vision of the future of "computing," and if enough people get on board there could be big consequences for everyone — including Apple.
What does Surface Mean for Android tablets?
The Google camp has much more reason to be uneasy about Surface. While many manufacturers have dived into the Android tablet space, it generally hasn't proved lucrative for most, and it's often attributed to a lack of a coherent ecosystem.
Google's services often directly compete with the hardware maker's, leading to some confusion and a lack of consistency among devices.
By offering a more consistent experience — as well as a device that can act as your PC — Microsoft's approach with Surface may end up inspiring consumers more than the Android platform. But that's still a big "if."
What About the Xbox Component?
Integration with Xbox was surprisingly downplayed in Microsoft's unveiling of Surface. But presumably the device will offer all the same Xbox content that you can get on any Windows 8 device, also working with the recently revealed SmartGlass tech, which lets users push content from an Xbox 360 to another device and vice versa.
Are 4G Models in the Works?
Microsoft made no mention of 3G, 4G or LTE versions of Surface. That could be because there won't be any, or it could be because it hasn't had a chance to finalize carrier partnerships yet.
What's the Battery Life?
Totally unknown right now, but the battery size is rated as 31.5 watt-hours for the Surface RT. For reference, the latest iPad has a battery rated at 42.5 watt-hours, but that device has to drive an extremely high-res screen.
The Surface with Windows 8 Pro, which is thcker, is rated at 42 watt-hours, although that will run a more power-hungry Intel Ivy Bridge Core processor.
Why L.A.?
Who knows? Many speculated Microsoft's announcement would have a strong entertainment component by revealing it in the City of Angels, but that didn't come to pass.
The purpose of keeping the exact venue a secret until the last minute isn't clear either. If it was an attempt to instill some extra drama, it sort of worked, but we're still waiting for the payoff.
What are your theories for the questions that Microsoft left unanswered about Surface? Have your say in the comments.
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