Microsoft’s Tablets: Bad News, Again

First their names were clunky, then they were too expensive, then one of them got a bug, then their names were still clunky, and now? Now one of Microsoft’s (NASDAQ:MSFT) new tablets doesn’t live up to the “64GB” in its product description.

When Microsoft launched its two tablets, it already faced an uphill battle on all sides against the likes of Apple’s (NASDAQ:AAPL) iPad, Amazon’s (NASDAQ:AMZN) Kindle, and a bounty of others. These other tablets had things going for them that Microsoft’s Surface just didn’t.

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Catchy names

The little “i” before so many Apple products seemed to do the trick with consumers, and Kindle, Kindle Fire, and Kindle Fire HD aren’t too hard to remember or say. But, Microsoft’s first name for its tablet was Surface With Windows RT and Surface With Windows 8 Pro, which sound more like statements than names. Then, rather than renaming them to the simplified Surface RT and Surface Pro being used by the media, Microsoft rebranded them with the names Surface Windows RT and Surface Windows 8 Pro. Oy!


The name issue was just nominal and only the tip of the iceberg. Aside from entering a market with well-established front-runners, Microsoft’s tablets didn’t have very competitive pricing to lure in customers.

A Surface tablet starts at $500, and the Surface Pro will fetch $899. For comparison, a quick look on Apple’s website showed the iPad 2 starting at $399, and even Amazon’s 8.9-inch Kindle Fire HD with 4G LTE is only priced at $499 on Amazon’s website…