In the world of technology, Microsoft has always been a game-changer. From its inception, the company has been at the forefront of innovation, constantly pushing the boundaries of what is possible. One of the most significant moves in recent years was the launch of the Surface devices. But why did Microsoft decide to venture into the hardware market with Surface? This article delves into the reasons behind this strategic move and the impact it has had on the tech industry.

1. Diversification of Product Portfolio

One of the primary reasons Microsoft launched Surface devices was to diversify its product portfolio. Prior to Surface, Microsoft was primarily known for its software products like Windows and Office Suite. However, with the launch of Surface, Microsoft entered the hardware market, offering consumers a new range of products that seamlessly integrated with their existing software offerings.

2. Control Over Hardware and Software

By launching Surface devices, Microsoft gained control over both the hardware and software aspects of their products. This allowed them to create a more cohesive user experience, as they could tailor the software to work perfectly with the hardware. This level of integration is something that only a few tech companies, like Apple, have been able to achieve.

3. Competing with Apple

Microsoft’s Surface devices were also seen as a direct response to Apple’s MacBook and iPad. By launching Surface, Microsoft was able to offer a viable alternative to Apple’s devices, which dominated the market at the time. This move helped Microsoft to compete more effectively in the high-end hardware market.

4. Showcasing Windows Capabilities

Surface devices also served as a platform for Microsoft to showcase the capabilities of their Windows operating system. With Surface, Microsoft was able to demonstrate how Windows could be used on a touch-based device, something that was not common at the time. This helped to promote Windows as a versatile operating system that could be used on a variety of devices.

5. Boosting Revenue

Finally, the launch of Surface devices provided a significant boost to Microsoft’s revenue. Despite initial skepticism, Surface devices have been a commercial success, contributing significantly to Microsoft’s bottom line. This has helped to offset the decline in revenue from traditional software sales, as more and more businesses move to cloud-based solutions.

6. The Impact of Surface Devices

Since their launch, Surface devices have had a significant impact on the tech industry. They have helped to redefine what consumers expect from a laptop or tablet, with their sleek design, high performance, and seamless integration with Windows. They have also helped to establish Microsoft as a major player in the hardware market, alongside companies like Apple and Samsung.

In conclusion, Microsoft’s decision to launch Surface devices was a strategic move that has paid off in many ways. It has allowed them to diversify their product portfolio, gain control over both hardware and software, compete more effectively with Apple, showcase the capabilities of Windows, and boost their revenue. More importantly, it has helped to redefine the tech industry and establish Microsoft as a major player in the hardware market.


Alex likes to write about anything related to technology, marketing and gadgets. He sometimes reviews the latest tech and also writes on other blogs.