A Surface Reboot? (Premium)


Five years ago, Microsoft pushed its Surface brand into the premium part of the PC business, in part to appease its PC maker partners. But in more recent years, the firm has expanded the Surface lineup dramatically and has aggressively pushed prices ever lower, first with new lower-cost versions of existing models and, more recently, with new Surface models that were designed to be more budget-conscious from inception. Is this a new strategy? Or just a natural evolution of the brand and how Surface fits into the broader market?

I’m not entirely sure. But something has changed. And from what I can tell, Microsoft is no longer shy about its desire to own a bigger chunk of a PC market that, suddenly, is pretty lucrative again. Thanks, COVID-19!

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