Microsoft rolls out its own tablet to challenge iPad
06/18/2012 5:00 AM
06/18/2012 9:05 PM
LOS ANGELES — In its most strategically significant push yet into the hardware business, Microsoft on Monday unveiled a tablet computer called Surface that is intended to challenge Apple’s iPad.
At an event here, the company showed off the device, which is about the same weight and thickness as an iPad, with a 10.6-inch screen. The tablet has a built-in “kickstand” that will allow users to prop it up for watching movies, and a thin detachable cover that will serve double duty as a keyboard.
The Surface tablet runs a variation of Windows 8, a forthcoming version of Microsoft’s flagship operating system. Steve Ballmer, Microsoft’s chief executive, said the product was part of a longstanding tradition at Microsoft to create hardware, like computer mice, that show off innovations in its software.
“We want to give Windows 8 its own companion hardware innovations,” Ballmer said.
While it has made a few hardware products over the years, including the Xbox video game console and Zune music player, Microsoft is still thought of largely as a software company. In the computer business, it has for decades left creating the machines that run the Windows operating system to Hewlett-Packard, Dell and others.
But the response to Apple’s iPad has considerably raised consumers’ expectations of how well hardware and software work together. That has put pressure on Microsoft to create a tighter marriage of hardware and software if it is to compete seriously with Apple’s products.
Microsoft said one version of the Surface tablet would come with 32 gigabytes or 64 gigabytes of storage and feature a type of chip called ARM that is commonly used in mobile devices. Steven Sinfosky, president of Microsoft’s Windows division, said the price would be comparable to that of other tablets that use ARM chips.
He said a professional version of the tablet would come with an Intel processor, which is standard in more conventional PCs, and would be similar in price to ultrabooks, thin laptops that often start at around $1,000.
Sinfosky said the ARM tablet would be available when the next version of Windows is released, which is expected to be sometime around October, and the professional version would go on sale a few months later.
Microsoft can ill afford a flop. The iPad has eaten into sales of low-end Windows laptops, and there are growing signs that Apple’s tablet is becoming increasingly attractive to business customers, a lucrative market Microsoft has dominated for years.
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