Were they ever away?
Well, they certainly lost their mojo and pioneering spirit. But their recent launch including a new laptop, tablet and mobile devices has seen them change direction. How does that effect us as customers?
Whilst the Surface Pro 4 is an evolution from previous models, the new Surface Book laptop is a gesture of serious intent by Microsoft. By becoming a manufacturer, they are directly competing with not only Apple, but with the companies they normally supply Operating Systems to: Dell, Lenovo, HP, Acer etc.
On top of the Windows 8 / 10, these companies use Microsoft’s software: Office, Outlook, OneDrive etc, and are now direct competitors. With flagship stores being opened in New York and Sydney, with more promised, this is a business model with similarities.