Despite an early lead with Windows Mobile and Windows CE — and spending billions on Nokia’s mobile business — Microsoft has been on its heels in the mobile device market since the one-two punch of iPhone and Android launching in 2007.
Over the past five years, Microsoft has staked out a strong position in the pro tablet segment with its Surface Pro. Microsoft is aggressively expanding its Surface line into the notebook and desktop segments. The upcoming introduction of x86-compatible ARM chips and the rise of progressive web apps could drive a return to the mobile market for Microsoft.
Back in 2012, Microsoft entered the tablet market in full force. While the ARM-based Surface RT failed spectacularly in the tablet market due to lack of apps, Microsoft invented a new category of pro tablets that were as powerful as laptops. Microsoft has had a very straightforward play with its pro tablets: set the expectation that a pro tablet can function as a laptop with a powerful processor, keyboard cover, pen support, floating windows and a dock.
It has taken five years for Microsoft to push through here, and it is working. Apple has been chasing Microsoft in the pro tablet category and recently introduced floating windows and a dock for the iPad Pro. The key for Microsoft has been to iterate on its Surface Pro line to maintain a foothold in the mobile device category and slowly gain market share. It’s difficult to compare iPad Pro and Surface Pro sales directly as both Apple and Microsoft don’t break out unit sales by product. In 2014, all iPads outsold Surface Pros 9x. In 2017, that number has dropped to 5x as Surface Pro sales increase and iPad sales decline.Read More...
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