On Monday, Microsoft announced that they would be releasing two new versions of the tablets that they launched only a year ago – the Surface 2, which runs Windows RT, and the Surface Pro 2, which runs Windows 8.1. Whilst they have fixed nearly every hardware issue that users criticized with the first versions, the company still faces the issue of getting consumers to see the tablets differently.
One of the main drawbacks of the Surface Pro was that it was expensive; whilst the second version is still pretty pricey, it does have a much better battery life and can run Outlook. And, whilst the Windows app store is still missing a number of vital applications, the number of apps available has gone from 10,000 to 100,000 in only a year.
Then there’s Windows RT, which is the first version of the operating system that runs on low-power chips that are normally used for mobile phones. Whilst this was a great way for Microsoft to address the mobile market (in which they have previously struggled) and it has allowed for thinner and lighter tablet designs, it’s still not compatible with many older applications.
The biggest problem for Microsoft, however, will be getting consumers to see the new tablets as something they would like to buy. “We’re focusing on explaining the difference a little bit more,” said Julie Larson-Green, “there are two kinds of people – the ones that don’t want the complexity of a full PC and people who really need a full PC. We’ll talk more in those two dimensions.”
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